Trust is one of the main foundations when forming a strong relationship and is of paramount importance for the insurance world.

Trust is not something a business can gain easily it is something that is built up over time and requires persistent trusted services that customers can rely on.  For insurance, once your business has earnt trust, it can be used as a strong asset for added value when it comes to consumers viewing your brand.

Using our Insurance Behaviour Tracker (IBT) we surveyed over 48,000 home and motor insurance customers to see how they feel about their provider and uncover the top-performing brands within the market. Taking this data, we have discovered the business that are winning when it comes to trust.

As such, we are delighted to be able to share the Consumer Intelligence 2023 award winners for ‘Customer Trust’: 

2023's top most trusted insurance companies*

Voted by householders




John Lewis Finance



M&S Bank


Nationwide Building Society





*winning brands are listed in alphabetical order

Voted by drivers







John Lewis Finance




M&S Bank




*winning brands are listed in alphabetical order

Georgia Day, Senior Insight Analyst at Consumer Intelligence, has been evaluating our awards data and has said, "There’s an interesting relationship between brand recognition and trust. Our award winners this year are largely household names and legacy insurers.

"What does this say for some of the new, highly price competitive, brands that have dominated the top of PCW pages in the latter half of the Home market in 2022? Will low pricing be enough to win and keep customers, when they’re competing against strong household names that consumers know and trust? 2023 will be an interesting one when these brands hit their first renewal period. 

"As a result of GIPP regulations coming into full force in the early part of 2022, we observed the highest percentage of consumers receiving a lower premium at their renewal. Retention was strong as shopping and switching dropped.

"We even saw some insurers promoting that 'your price won’t increase in your second year' - a way to gain customer’s trust as a result of regulation change? Some would say it’s a smart move." 

Trust, in light of the cost-of-living.

With the pressures of inflation, we are seeing a shift in the current shopping and switching trends. Our latest cost of-living tracker shows over 50% of insurance customers have switched their policies to reduce their spending. We also saw that 7.2% of those surveyed were thinking of cutting back on insurance to make a saving in the future. 

Day comments, "Our cost-of-living tracker already indicates people are looking to switch and save money. In such times, the trust and satisfaction with your brand is key to retaining customers who are desperate to make a saving.

"With less disposable income in pockets for most, the security that comes alongside insurance is more important than ever. Trust plays a vital role; if consumers don’t trust their insurers in a time where cash is tight, and they’re less likely to be able to cover themselves, are they likely to renew with them and recommend them?"

This is why we encourage the winners of this year's award to shout about it.  It’s not an easy feat to gain this accolade – you can't just complete an entry form or write a submission. It requires dedication, consistency, and a successful customer strategy throughout the year. 

Findings from our data suggest consumers are over five times more likely to choose a company that had an award based on real customer feedback than a company that 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. 

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 2023 winner? Enquire about your award today...

Firstly, a huge congratulations on your award. To win a Consumer Intelligence award, you have to be a winner in the eyes of those who matter the most your customers. 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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