As we move into 2025, trust remains a critical factor for consumers when choosing their insurance provider. This year, we’ve witnessed consistency in the levels of trust for both motor and home insurers, which is undoubtedly encouraging. However, the industry continues to face scrutiny. Public sentiment around insurance practices remains a significant concern, as highlighted by the growing momentum behind Which?’s petition to “end the insurance rip-off,” now backed by nearly 90,000 signatories.
The Financial Conduct Authority (FCA) is also ramping up its review of premium finance, raising concerns about whether this product is delivering fair value to some customers. The need for insurance brands to uphold the highest standards of transparency, fairness, and customer service has never been more pressing.
With these challenges in mind, the 2025 Consumer Intelligence Awards serve as a reminder of the brands that are working tirelessly to build and maintain trust with their customers. The winners of the Trust category are not only leaders in providing great value and service, but also stand as examples of what it means to be truly customer-centric in an industry under growing scrutiny.
The winners: Trusted brands of 2025
In the 2025 Consumer Intelligence Awards, the following brands have been recognised for their exceptional commitment to earning and maintaining trust in the competitive world of general insurance:
Motor winners
The AA |
Aviva |
Churchill |
Direct Line |
LV = |
Marks & Spencer |
NFU Mutual |
RAC |
Saga |
Tesco |
*winning brands are listed in alphabetical order
Home winners
Admiral |
Allianz |
Aviva |
Bank of Scotland |
Direct Line |
Lloyds Bank |
Nationwide |
Prudential |
Saga |
Santander |
*winning brands are listed in alphabetical order
Maintaining trust in a challenging landscape
While these winners are celebrating their achievements, the broader landscape of the insurance industry faces ongoing challenges. Trust isn’t built overnight. It’s about consistently delivering on promises, being transparent, and ensuring that every customer feels heard and valued. In 2025, maintaining this trust will be even more crucial as the industry faces heightened regulatory scrutiny and growing public discontent over insurance practices.
The ongoing investigation into premium finance by the FCA is a reminder that the insurance sector must be vigilant in offering products that are not only legally compliant but also fair and valuable to consumers. It's clear that the insurance industry needs to continue evolving, and these winners exemplify the path forward.
As we look ahead, it’s important to remember that trust in insurance is not something that can be taken for granted. It must be earned, consistently demonstrated, and held to the highest ethical standards. The brands recognised today in the 2025 Consumer Intelligence Awards are leading the way, and their success is a testament to the importance of building trust in every aspect of the customer journey.
In a world where transparency and fairness are paramount, these trusted insurance brands are setting the bar for others to follow. We congratulate them on their well-deserved recognition and look forward to seeing how they continue to shape the future of the insurance industry.
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