Top insurers recognised in 2025 Consumer Intelligence Awards

Recognised brands have shown a consistent ability to meet customer expectations

Top insurers recognised in 2025 Consumer Intelligence Awards

Insurance News

By Kenneth Araullo

The 2025 Consumer Intelligence Awards have announced the top-performing insurers in the UK, highlighting companies that have demonstrated strong performance in meeting customer needs during a period of industry-wide premium fluctuations and increased ease of switching providers.

The awards are based on data collected from nearly 50,000 home and motor insurance customers through the annual Insurance Behaviour Tracker (IBT). Consumers evaluated insurers across five categories: Customer Trust, Customer Service, Claims Satisfaction, Customer Satisfaction, and Customer Recommendation.

2025 Motor Insurance Award Winners

  • Customer Trust: The AA, Aviva, Churchill, Direct Line, LV=, Marks & Spencer, NFU Mutual, RAC, Saga, Tesco 
  • Customer Service: The AA, Admiral, Aviva, AXA, Churchill, Direct Line, Halifax, LV=, NFU Mutual, Saga 
  • Claims Satisfaction: Admiral, Allianz, Aviva, AXA, Direct Line, Hastings, LV=, NFU Mutual, Saga, Tesco 
  • Customer Satisfaction: The AA, Ageas, Aviva, Dial Direct, Direct Line, LV=, NFU Mutual, RAC, Saga, Sheilas' Wheels 
  • Recommended by Customers: The AA, Admiral, Aviva, Churchill, Dial Direct, Direct Line, NFU Mutual, RAC, Saga, Sheilas' Wheels

2025 Home Insurance Award Winners

  • Customer Trust: Admiral, Allianz, Aviva, Bank of Scotland, Direct Line, Lloyds Bank, Nationwide, Prudential, Saga, Santander 
  • Customer Service: Bank of Scotland, Co-op, Direct Line, John Lewis, Lloyds Bank, Nationwide, NFU Mutual, Prudential, Saga, Santander 
  • Claims Satisfaction: Aviva, AXA, Bank of Scotland, Direct Line, LV=, Nationwide, Prudential, RIAS, Saga, Tesco 
  • Customer Satisfaction: Aviva, Bank of Scotland, Co-op, Direct Line, John Lewis, MBNA, Nationwide, Prudential, Saga, Tesco 
  • Recommended by Customers: Aviva, Bank of Scotland, Co-op, Direct Line, John Lewis, Nationwide, Prudential, RBS, Saga, Tesco

Read More: Revealed – CII and PFS apprenticeship awards winners

Consumer Intelligence's research indicates that customers are more than five times more likely to choose insurers recognised by awards based on real customer feedback compared to those recognised by industry panels.

Ian Hughes (pictured above), CEO of Consumer Intelligence, commented on the awards, saying that the recognised brands have shown a consistent ability to meet customer expectations.

“These brands excel at anticipating and addressing their customers' needs, earning their place as standout leaders in the industry. Their unwavering dedication, expertise, and dependable service reflect exactly what customers seek in an insurance provider,” Hughes said.

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