Which? Shortlist Insurance Brands for 2025 Awards

The latest from Which? website for you;

Which? is pleased to share the shortlist for its prestigious annual Which? Awards. Established by the UK’s consumer champion, the Which? Awards recognise brands that are championing consumers by consistently producing the best products, while maintaining the highest customer service standards.

The Which? Awards are completely independent. Brands cannot nominate themselves or influence award outcomes. Shortlists are decided by a rigorous set of criteria including brand performance in Which? testing and surveys, reliability, analysis of provider data and results from investigations.

This year’s awards include the Banking Brand and Insurance Brand of the Year award categories. The Banking Brand category combines current accounts, savings, credit cards and mortgages. Brands are shortlisted for being highly rated by customers who responded to our in-depth assessments and surveys over the last 12 months.

Banking Brand of the Year Shortlist:

•  American Express

  • American Express currently ranks top of the Which? credit cards table, offering market leading reward credit cards as well as being rated five stars for online and in-app account management. It also has two coveted Which? Best Buys for air miles and cashback.

•  First Direct

  • First Direct performs well in Which? ‘s customer surveys time and time again, particularly having the best feedback for telephone banking and ease of contacting customer service. In 2024, it earned a Which? Recommended Provider Badge for both current accounts and mortgages.

•  Nationwide

  • Nationwide consistently offers mortgage customers competitive rates and excellent customer service, being a Which? Recommended provider for ten out of the past eleven years. Which? also commends its commitment to maintain its branch network until at least the start of 2028.

Insurance Brand of the Year Shortlist:

•  LV=GI

  • LVGI’s insurance products dependably boast high levels of cover, often for a reasonable price. Customers praise its car insurance, for which it is a Which? Recommended Provider for having a quick and well coordinated service.

•  NFU Mutual

  • NFU Mutual’s policies impress on paper and claimants feel that it delivers real value with a high satisfaction rate. With high customer satisfaction scores for car (Which? Recommended Provider) and home insurance.

The awards will take place on the 21st May. The winners in each category are decided by an expert panel of judges. Winners will receive a trophy and are entitled to use a Which? Awards winner endorsement logo across all marketing for a year.