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Which insurance brands are most loved?

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Kathy Ellison Director 10/02/2022

Introducing The Top 100 Most Loved Financial Services Brands

Our latest BrandVue report reveals the UK's most loved financial services brands, including Insurers, highlighting the risers and fallers compared to 2020, whilst also shining light on the notable success stories.

The AA are head and shoulders above the others and have been for many years.

Insurers don’t feature in the top 10 with the highest ranked insurer, the AA, at number 31. As long-established, widely known, traditional British firms, the AA and the RAC are not surprisingly two of the nation’s top three most-loved insurance brands. Obviously, their breakdown cover, alongside their role as insurance providers, ensures they are high in the nation’s consciousness.

Both brands have been stressing what they are doing to meet the COVID-19 restrictions and offering advice on all of their products. The AA are head and shoulders above the others and have been for many years. In recent months their offer of free breakdown service for all NHS workers during the COVID-19 crisis as well as their partnership with regional ambulance services has shown their human side.

Relative newcomer Staysure appears as the 2nd most loved brand. Founded in 2004 to provide comprehensive reasonably priced travel insurance for the growing number of over-50s within the UK, it retains a relatively low awareness. However, their recent focus on providing travel insurance with full COVID-19 cover, when other insurers have pulled away from this, has made them stand out from the crowd and meet consumers current concerns.

Other well-known direct brands (most notably Esure and Direct Line) are close behind. Admiral, who have attracted recent positive publicity with their ‘Stay at Home Refund’ of £25 to all motor policy holders, are presently much further down the list, but we could well start to see a growth in their love and trust over time.

Download the report here to see the full list of the Top 100 Most Loved Financial Services Brands and find out what it means for a customer to be ‘in love’ with your brand.

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