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Angie Wyatt
March 19, 2020

The top ten insurance brands for customer recommendation


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Every year we survey nearly 50,000 home and motor insurance customers through our Insurance Behaviour Tracker (IBT) to find out who are the top ten insurance brands for customer recommendation. We are delighted to be able to announce our 2020 winners.


It’s no secret – customer recommendations are one of the most powerful marketing tools around. With so many options for customers, recommendations make it easier to determine which products or services to purchase.

Trusted recommendations from fellow consumers are the most effective tool for bringing in new business. According to our survey of over 2,000 adults, 44% of people trusted other customers’ opinions compared to only 17% as a level of faith in ‘industry experts’.


This category recognises the brands that customers are most likely to recommend to their friends and family.


The top 10 insurance brands for customer recommendation*

Voted by drivers

Voted by householders






Co-op Insurance





Direct Line

Co-op Insurance




Direct Line


M&S Bank


John Lewis Finance







NFU Mutual


NFU Mutual


Sainsbury's Bank


Sainsbury's Bank


Sheilas' Wheels


Sheilas' Wheels



*winning brands are listed in alphabetical order




























































Customers rated their insurer based on the question “As a result of your experiences with your current insurance provider, how likely would you be to recommend them to your friends and family?” on a scale of 1 to 10, with 10 being most likely.

The average scores for the top 10 insurance companies were 7.5 for home and 7.6 for motor. Across the market we saw average scores of 7.2 and 7.3, respectively. Compared to previous years, the numbers have dropped slightly across both the home and motor market.

We’ve had a lot of movement in the brands who have made it into the top ten from last year. Congratulations to and Sainsbury’s Bank who have entered the top ten for motor and Aviva, Churchill, Sheilas’ Wheels and Swinton who have made the top ten for home insurance.


Customer recommendation across the home market

Customer recommendation across the motor market

Well done to all of the insurers who have made the top ten! Brands receiving this award are the highest-rated providers of overall customer experience.


Are you a top performing brand for customer recommendation? 

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. You can only win if you are extremely good at what you do, day in and day out so congratulations again!

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




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