Which car insurers have the best reputation in Great Britain?
October 28th, 2021, YouGov

Which car insurers have the best reputation in Great Britain?

According to YouGov Profiles data, nearly seven in ten British drivers (68%) think insurance providers will do “everything they can” to avoid paying out for a legitimate claim. It’s clear, then, that the car insurance industry has an image problem. But which ten providers stand out from the rest in terms of overall image?

Using YouGov BrandIndex data, we’ve ranked the ten brands with the highest Reputation scores (a measure of whether consumers would be proud or embarrassed to work for a company) among British drivers between October 2020 and October 2021.

Aviva, the British multinational insurer, comes top with a score of 19. The brand beat out second-placed Liverpool Victoria (LV=), which scored 17.6, and third-placed Direct Line (15.1). The Stratford-based NFU Mutual was a very close fourth, with a score of 15, while Churchill was equally close in fifth (14.9). Prudential and AXA placed joint-sixth (14.8), while Admiral was within a point of both in seventh (14.4). All in all, there is a gap of 0.7 points between third and seventh place – suggesting that the British car insurance sector is very competitive indeed in terms of reputation.

There is a little more distance between Admiral, the Cardiff-based dedicated vehicle insurance provider, and eighth-placed Co-operative Insurance, which earned a Reputation score of 11.2. Likewise with Co-op and Allianz: the German financial services company rounds out our top ten with an overall score of 9.9.

If British drivers have little faith in insurance providers overall – just a third (35%) say they trust them to act in their best interest – they are perhaps most likely to have confidence in these ten most reputable brands.


YouGov BrandIndex collects data on thousands of brands every day. Reputation scores are delivered as a net score between –100 and + 100. Figures are based on a four-week moving average. Learn more about BrandIndex.

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