most trust insurance companies

Insurance is an industry rooted in building trusting relationships. Customers simply do not want to do business with a brand they cannot trust. It is therefore crucial for insurance companies to instil trust in their consumers and deliver the product that is sold on this promise. This is why we survey nearly 50,000 home and motor insurance customers every year to find out who the 10 most trusted insurance companies are. 



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Trust is the foundation to all good customer experiences. Whilst buying an insurance product isn’t a pleasure purchase, it is a necessary one. Insurers only have a small window of opportunity to prove to the customer that if something goes wrong down the road, they will take care of them.

This has a particularly great bearing on which brand they choose to not only go with, but stick with. Brands that focus on building trusting long-term relationships with their customers thrive and grow.

This makes it a perfect time to reveal the top 10 most trusted* insurance companies in the UK, as voted for by your customers.


Top 10 insurance companies for customer trust*


Voted by drivers:


Voted by householders:




Co-op Insurance

Co-op Insurance

John Lewis Insurance

Direct Line

Lloyds Bank

Lloyds Bank M&S Bank


M&S Bank


More Than

NFU Mutual

NFU Mutual





 *Listed alphabetically

Using our Insurance Behaviour Tracker (IBT), we survey nearly 50,000 home and motor insurance customers every year to find out what they think of the brands from whom they have bought a policy.

Customers rated their insurer based on the statement “I trust this company” on a scale of 1 to 5, with a 5 being “strongly agree”. These are the results.

Let’s take a look at the numbers

The average scores for the top 10 insurance companies were 8.12 for home, and 8.01 for motor. Across the market we saw average scores of 7.75 and 7.68, respectively.

Performance scores across both markets have seen a dip since last year, although not significant, it isn’t exactly good news for insurers.


trust home


trust motor

We see a few newcomers to the top 10 this year: for motor we have: Aviva, Lloyds Bank and More Than. And in home we welcome Santander.

This category includes a number of popular household names — brands with established reputations, larger product portfolios, and weighty marketing budgets.

Building trust is a long process that can be destroyed very quickly. Simply saying a brand is going to do something without backing it up with actions is a disaster waiting to happen.

There is a strong correlation between customer trust and customer loyalty, making this a key element to standing out in an industry where customer perceptions are traditionally low.

We congratulate the top 10 insurance brands for customer trust, and everyone involved in delivering this success.

In the next article of this series, you’ll find out who the top 10 insurance companies are for customer satisfaction, and what they did to achieve this.


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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