New entrants in the top 10 include Aviva, More Than, Santander Bank and Lloyd’s Bank 

A new consumer survey has revealed the most trusted home and motor insurance companies.

It includes Aviva which was listed as a new entrant in the top 10 for motor insurance lines as well as More Than and Lloyd’s Bank. Santander Bank was a new entrant in the home insurance segment. 

The research was carried out by data analyst firm Consumer Intelligence.

It also saw Co-op Insurance, Lloyds Bank, M&S Bank, NFU Mutual and Saga rated in the home and motor top 10.

The research also found that firms that were focused on building trust saw greater customer loyalty.

Strong correlation

Its chief executive, Ian Hughes, explained: There is a strong correlation between customer trust and customer loyalty, making this a key element to standing out in an industry where customer perceptions are traditionally low.”

“Brands that focus on building trusting long-term relationships with their customers thrive and grow. Customers simply do not want to do business with a brand they cannot trust.

“We congratulate the top 10 insurance brands for customer trust, and everyone involved in delivering this success.”

The top 10 most trusted motor and home insurers are listed below alphabetically.





Co-Op Insurance

Co-Op Insurance

John Lewis Insurance

Direct Line

Lloyds Bank

Lloyds Bank

M&S Bank



M&S Bank


More Than

NFU Mutual

NFU Mutual




Home insurance slips

However, it also found that customer trust in home and motor insurers had decreased slightly. 

The total trust score for home insurers as a whole slipped to 7.7 out of 10 this year, compared to 8.0 previously.

And for motor insurance the score dropped to 7.7 from 7.9.

The average trust score for the top 10 in home insurance was 8.1 and 8.0 in motor.

Consumer Intelligence asked approximately 50,000 customers to rank providers on a scale of one to five on whether they trusted the company, those who ”strongly agreed”  choose five.