Those are the findings from Fairer Finance, here are the details;
Public trust in the insurance industry has dropped to its lowest level in four years, according to the latest Trust in Insurance Index from Fairer Finance. Despite recent falls in car and home insurance premiums after two years of large increases, trust in insurers continues to erode, signalling a deeper, long-term decline in public confidence.
The index, derived from a comprehensive poll of 10,000 consumers, found the fall in trust reverses a six-year stretch of improving sentiment between 2017 and 2022, suggesting that price reductions alone are no longer enough to rebuild consumer faith.
Winners and losers: how trust in insurance brands shifted despite lower prices
Bank of Scotland and NFU Mutual feature amongst the most trusted providers in both car and home insurance, while esure sits near the bottom for trust in both of these sectors.
In terms of the biggest changes in trust scores between Autumn 2024 and Spring 2025, Marshmallow, Geoffrey Insurance, and By Miles stand out in car insurance, with all of them improving their trust scores by more than 7 percentage points (pp). In home insurance, the biggest improvements went to First Direct, Sheila’s Wheels, and RBS. On the flipside, Age Co fell by 8pp in home insurance, and Elephant and Swiftcover both fell by 4.4pp in car insurance.
Travel insurance scores drop – value perception down at all top 10 brands
Travel insurance remains the least trusted insurance sector – a position it has held since 2018. In the latest quarter (Spring 2025), satisfaction scores for travel insurance fell across the board for price, value, and customer service, with all of the 10 largest providers experiencing a drop in perceived value for money.
Rising prices appear to be harming customers’ perceptions of value in travel insurance and potentially driving a decrease in consumer trust.
Looking in detail at the 10 largest brands by sample size in the Index, Saga and Post Office stand out as brands that have improved on an already high trust score for the sector. Aviva and AA still scored very well, but saw a large drop from Autumn 2024 to Spring 2025.
Changing claims satisfaction
Fairer Finance also asks consumers who have made a claim in the past three years about their experience. Across all the insurance sectors, claims satisfaction scores had been falling continuously from a peak in late 2017 until reaching a low point in Spring 2023. Since then, there have been four periods of consistent improvement, albeit gradual and far below the claims satisfaction scores seen before 2020.
Overall, claims satisfaction is highest in pet insurance (58.61%) and car insurance (56.55%) and lower in home insurance (52.56%) and travel insurance (49.19%).
Amongst all the insurers (with a minimum sample of 50 people who have made a claim), Bank of Scotland leads the way on claims satisfaction in both home and car insurance. NFU Mutual also performs well in both, coming second in car insurance and fourth in home insurance. At the other end of the claims satisfaction score table, Swinton and esure appear at or near the bottom in both home and car insurance. Interestingly, Privilege performs very well in car insurance (3rd) but sits in the bottom five for home insurance.
Tesco and Saga show trust can be won
Against the tide of falling trust, some brands are showing it’s still possible to buck the trend. Tesco Insurance significantly improved its trust scores in both car and pet insurance, driven by higher customer satisfaction with both service and price.
Saga has also emerged as a standout performer. It now holds the top trust ranking among the 10 largest providers in both home and travel insurance – a rare feat in the current climate. Saga’s improvements appear linked to rising satisfaction with its customer service, and, in home insurance, better value perception.
James Daley, Managing Director at Fairer Finance, the consumer group and ratings provider, commented: “Falling premiums aren’t enough to restore public trust in insurers, especially when claims experience and transparency continue to lag. Our latest results underline the fact that trust is fragile, and once lost, it’s not easily regained.
“The insurance sector is now firmly in the regulator’s spotlight – and needs to step up to the challenge of closing the expectation gap. Too many consumers are buying policies without understanding where the limitations of their cover are. Insurers, brokers and price comparison sites need to work together to help consumers understand what they’re buying and, more importantly, what they’re not buying.”
For more information about Fairer Finance and to read more about its Customer Experience and Product Ratings, visit https://www.fairerfinance.com/.
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