A lemon is not something one normally would want to associate with their vehicle.

As such, Backchat watched with amusement this week as new personal lines insurer, Insurewithease, used the citrus fruit with a bad rap to launch its brand.

Sources say the company was hoping the bright yellow would distinguish it from the “grey men in Lloyd’s”.

With a slogan that sounds straight out of the Jamie Oliver cookbook, along the lines of “Easy peasy, lemon squeezy” it’s a good thing the company is starting off by focusing on travel insurance.

The 2025 Insurance Times Awards took place on the evening of Wednesday 3rd December in the iconic Great Room of London’s Grosvenor House.

Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Many congratulations to all the worthy winners and as always, huge thanks to our sponsors for their support and our judges for their expertise.