We all take notice of reviews, right? Whether you’re looking for a new place to order from on a food delivery app, scrolling through Amazon for some new home gadget, or on the hunt for a getaway location on Airbnb – those five little stars, or upward thumbs – they matter to us. 

Being safe in the knowledge that people like you, who have been looking for a product or service like the one you’re looking for, have given their seal of approval, puts the average consumer at ease.  

For a business, this is invaluable. If your customers are recommending you to their peers, they’re almost doing your job for you. They’re encouraging others to trust you and building your credibility within the consumer space. Insurance is a decision made with the head, so the more you can promote your credibility by coming highly recommended, the more confident prospective customers are going to feel about making that financial investment in you. 

In the Consumer Intelligence Awards, the Recommended by Customers category recognises the brands that customers are most likely to recommend to their friends and family. Brands receiving this award are the highest-rated providers of overall customer experience – official word-of-mouth winners.    

We use our Insurance Behaviour Tracker (IBT) to gain insight into how consumers feel about their insurance provider, and each year we survey over 48,000 home and motor insurance customers to uncover the top performing brands within the market. It’s this data that our analysts work on to calculate exactly which brands have come most highly recommended by real customers.   

As such, we are delighted to announce the following winners, across both home and motor insurance, for the ‘Recommended by Customers’ category in 2022: 

2022's top 10 insurance brands for
recommended by customers*

Voted by drivers

Voted by householders










John Lewis Finance


M&S Bank










sheilas wheels




*winning brands are listed in alphabetical order


Customer recommendation in relation to fair value 

Tim Stout, Head of Innovation at Consumer Intelligence, says, “With an increased regulatory onus on providing fair value, it is crucial that providers independently benchmark how happy their customers are beyond internal renewal, churn and satisfaction metrics. 

“Most recommended, or NPS, goes past just measuring customer satisfaction and actually determines how many of these customers are loyal to your brand, and how many would actively promote or be advocates for your services. 

“Our analysis has found a significant correlation between your NPS score and customers that would also score you highly for offering fair value. 

“Satisfaction is nothing if your customers are not renewing and your NPS is the best way to identify how happy your customers are and if they believe you are offering Fair Value. 

“This is why the Recommended by Customers category is huge! It lets you know that you are getting it right! Not only in fair pricing, but in your product features, service and claims process. 

“A great place to be for all our deserving winners. Well done to all!” 

Our research shows that when shopping for insurance, consumers are over five times more likely to choose a company who had an award based on real customer feedback, as opposed to a company who had won an award based on the opinions of industry experts. That's why the Consumer Intelligence Awards are set apart from other industry awards.  

We'd like to extend our congratulations to all of this year’s Award winners. It’s not easy – you can't just complete an entry form or write a submission. It requires dedication, consistency, and a successful customer strategy that performs 365 days a year. That is why it’s such a huge accolade to win one of our awards – and one to shout about if you’re lucky enough to be successful.   

If your brand has been successful this year, please get in touch and a member of our team will be happy to speak to you about how we can help you make the most of it. 

Are you a 2022 winner? Claim your award today...

Congratulations  - what an achievement! Why? Because these awards are based purely on their feedback - and they say you are the brand to be with. Now it’s over to you to decide how you would like to maximise the value of your award win. Click below to find our more... 

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