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Verena Fiebelmann
February 21, 2019

Customer Satisfaction: The Top 10 Insurers In The UK

customer satisfaction awards

It is important to emphasise that customer satisfaction is not influenced by a singular driver — it consists of a combination of variables that act together. It is not exclusive to insurance, and therefore keeping your customers happy will ultimately make or break that relationship.


With customer satisfaction, the experience with that brand as a whole is assessed, including the various touchpoints throughout the customer journey: product, price and experience.

Delivering against those expectations at each touchpoint is no easy task. It requires persistent focus and the ability to adapt to the ever changing, modern consumer.

At Consumer Intelligence, we ask your customers to rate their level of customer satisfaction from companies that they have bought insurance from.

Using this unique data, we are delighted to announce the top 10 insurance companies in the UK for customer satisfaction, as voted for by consumers.

Top 10 brands for customer satisfaction*


Voted by drivers:

Voted by householders:



Co-op Insurance

Direct Line

Direct Line

John Lewis Insurance

Lloyds Bank

Lloyds Bank



M&S Bank


More Than

NFU Mutual

NFU Mutual


Sainsbury’s Bank


Tesco Bank


 *Listed alphabetically

Our comprehensive insurance focussed customer survey, called IBT, allows us to talk to nearly 50,000 home and motor and insurance customers every year to find out what they think of their insurance provider.

As part of the survey, customers rated their insurer based on the question “how would you rate your overall satisfaction with your current home insurance provider?” on a scale of 1 to 10, with 10 being “completely satisfied”.

The results are in…

For the top 10 companies, the average scores were 8.2 for home, and 8.2 for motor. Across the market as a whole, we saw average scores of 8, with the top performing brand scoring 8.4 and 8.7 respectively.

Encouragingly, overall performance scores for home have seen no negative change over the past three years, but also no improvement.



satisfaction home

It should be noted that for motor, we see a slight dip in customer satisfaction scores amongst the top 10 companies, indicating a shift in service levels.


satisfaction motor

In motor, most brands were able to keep their position in the top 10, with a couple of brands being replaced by newcomers: Lloyds Bank and M&S Bank.

For home, we welcome five companies who have clearly stepped it up: Barclays, Direct Line, NatWest, Sainsbury’s Bank and Tesco Bank.

This is an interesting category as it is made up of a broad group of brands from high street brokers to direct insurers, highlighting the constantly evolving needs and expectations of customers.

Whilst it is clear that these brands are certainly doing something right, there are ways in which brands who haven’t fared so well this year can improve their customer satisfaction.

More specifically, we have identified three key areas to help your company go from delivering an average customer experience to a great one:

  1. Ensure you are delivering on your brand values
  2. Provide clear terms and conditions to help customers understand what is and isn’t covered in their policy
  3. Make sure your partners are performing in line with your standards

Our research shows that the majority of customers who leave their insurer because of a bad experience, do not tell their insurer why they have left — they do, however, tell their friends and family.

It is therefore never safe to assume that long-term customers will stay loyal to your brand if you do not give them a reason to.


Are you one of the top 10 companies in the UK?  

The awards are based on an annual survey of nearly 50,000 home and motor insurance customers who rate their experience of brands like yours. So winning one of these unique awards in a crowded market is kind of a big deal.


Claim your awards today to find out how you can make the most of being a winner.


Claim awards



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