Lasting loyalty: Top 10 insurance brands leading in customer satisfaction

Loyal customers are the lifeblood of any successful insurer. Earning and maintaining their trust takes more than just meeting expectations it requires exceeding them at every opportunity. The Consumer Intelligence Awards celebrate the insurers who consistently deliver outstanding service, fostering the kind of satisfaction that translates into lasting loyalty.

 

In a constantly shifting insurance landscape, where rising costs and evolving consumer expectations challenge insurers to adapt, these brands have emerged as champions of customer satisfaction. By prioritising fair value, proactive communication, and innovative solutions, they have set a benchmark for excellence.

Every year, our Insurance Behaviour Tracker gathers insights from over 48,000 UK consumers, giving us a clear picture of how policyholders feel about their providers. The results don’t just highlight the brands with the happiest customers—they showcase the ones best positioned to retain them. And in a market where acquiring new customers is harder than ever, these rankings offer an invaluable advantage.

 

 

We are proud to recognise the insurers who have demonstrated a relentless commitment to customer satisfaction and loyalty over the past year.

 

Category	Customer Satisfaction Insurance Winners
Motor Insurance	The AA, Ageas, Aviva, Dial Direct, Direct Line, LV=, NFU Mutual, RAC, Saga, Sheilas' Wheels
Home Insurance	Aviva, Bank of Scotland, Co-op, Direct Line, John Lewis, MBNA, Nationwide, Prudential, Saga, Tesco

(Listed in alphabetical order)

 

 

With Consumer Duty now firmly embedded and the FCA continuing to emphasise fair value, the importance of customer experience has never been higher. Satisfied customers aren’t just less likely to switch—they are more likely to recommend their insurer to others. The most successful brands are those that take this responsibility seriously, ensuring every touchpoint reinforces trust and reliability.

 

“In motor insurance, satisfaction levels have remained stable despite premium increases, suggesting that policyholders are increasingly valuing service quality alongside price. In home insurance, the effects of climate change—leading to more claims and rising costs—have made it more challenging for insurers to maintain high satisfaction levels. However, the top-ranked brands have continued to deliver, demonstrating resilience and a commitment to meeting their customers’ needs.”

Our research reveals that consumers are over five times more likely to choose an insurer recognised for customer satisfaction based on real policyholder feedback, rather than industry expert opinion. This makes the Consumer Intelligence Awards a powerful trust signal—one that not only reassures existing customers but also attracts new ones.

If your brand has been recognised this year, let’s talk about how you can maximise the impact of this achievement.

 

Contact us today to find out how we can help you showcase your success and turn customer satisfaction into long-term loyalty.