Prima Reviews 5,455

TrustScore 4.5 out of 5

4.4

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Review summary

Created with AI, based on recent reviews

Considering 2,033 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the competitive and reasonable pricing, often noting significant savings compared to other providers. The user experience is consistently described as easy, simple, and intuitive, particularly when navigating the website and obtaining quotes. Many appreciate the efficient and fast service, highlighting how quickly their needs were met. However, some customers also noted issues with customer service, describing it as terrible or unhelpful in certain situations. A few people mentioned difficulties with documentation requests and concerns about data handling.

What people talk about most

Price

Users describe positive interactions with price, often finding competitive rates and good value for their... See more

User experience

Reviewers highlight positive aspects of user experience, frequently describing the process as quick, easy,... See more

Service

People report positive experiences with service. Many customers express satisfaction with the efficiency and... See more

Customer service

Reviewers mention ambiguous feedback about customer service. Many customers praise the quick, efficient, and... See more

Website

Customers had positive experiences with the website. Reviewers found the site easy to navigate, with clear... See more

Reviews shaping this summary

Rated 5 out of 5 stars

Really simple and easy to set a policy up with Prima. Price really good. A lot of the included items are a add on with other insurance companies. First year with Prima so can’t comment on how they... See more

Rated 5 out of 5 stars

Being less than satisfied with my Motor Insurance company I went on USwitch and found Prima there. The system autofilled my details and a very reasonable and quick price was generated by Prima. I cl... See more

Rated 5 out of 5 stars

I needed to update my car details and chatted to a very helpful young lady called Annie. Knowledgeable, supportive and friendly, Annie patiently helped me through the process advising me step by st... See more

Company replied

Rated 5 out of 5 stars

I would like to give Prima a five-star rating for the help I received. As an older customer, I can only praise the help and understanding I received when setting up my car insurance. The person who he... See more

Company replied


Company details

  1. Auto Insurance Agency

Written by the company

Prima’s been delivering great value car insurance since 2015. Originally founded in Italy, it’s now trusted by over 2.6 million drivers across Europe. Expect one comprehensive yet easy-to-understand policy. And if you ever need help, there’s a London-based support team and 24/7 claims line. Find out more about us at helloprima.co.uk


Contact info

4.4

Excellent

TrustScore 4.5 out of 5

5K reviews

5-star
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1-star

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Rated 5 out of 5 stars

Smart looking modular designe.

Delivered on time with great communication and packaged very well. However, give yourself plenty of time to assemble as there are ninety six bolts to fit, but when assembled the furniture is very sturdy. Bought the cover and when fitted together after use or during adverse weather takes up just a square metre on the patio.

May 17, 2026
Rated 1 out of 5 stars

Adding on Roadside Assistance and Recovery to your policy is a waste of time

Luckily, I haven't had to use Prima insurance for a vehicle-related claim, but I would like to comment on their partnership with RAC Roadside Recovery and Roadside Assistance.

I took out roadside assistance and recovery insurance on the advice of my mechanic. He said that it would be reassuring if I was to have an issue away from home. I was happy to do this, as I also felt that it would be good to know that if something happened, help would just be a phone call away.

I won’t go into detail, but the summary is that I spent several hours by the side of the road with two passengers a long way from home waiting for help. I followed the correct procedures by reporting the problem online and made numerous telephone calls. I was given several expected times when help might arrive, and this was continually delayed. When roadside assistance did arrive, they advised that I would need to be recovered back to my home and another very long wait of several hours ensued. At one point, the recovery vehicle was sent to completely the wrong address the other end of the country. In the end, I had no alternative but to seek a local solution at great expense to myself to get me and my passengers safely home in the early hours of the morning. I did make a detailed complaint to RAC who admitted that they were totally at fault and would learn lessons, but unfortunately, they have only offered a very small amount of goodwill gesture, so I am almost £300 out of pocket.

The reason I’m writing this review is that I am trying to take this forward with my insurance company Prima as the RAC were recommended by them and the only reason I took out their additional policy and despite several attempts to get them to investigate they have replied ‘I do, again, apologise for the experience that you had. Unfortunately, we can't raise a complaint regarding this due to the fact that RAC are our partners and they carry out their own separate procedures regarding complaints. ‘

This must be in the small print and is something I will have to accept, but I was really shocked that Prima are happy to recommend the RAC cover but not take any responsibility when things go wrong.

I would advise anybody taking out an insurance policy with Prima: DO NOT take out any extra roadside or recovery assistance with their policy; do this separately, and certainly not with the RAC.

I just wanted to provide some additional information following Prima’s response. I have spent several hours trying to progress this with RAC. They have offered a goodwill gesture of £35, which they have confirmed is their final decision. This still leaves me £265 out of pocket, not including the £45 I paid to add RAC to my original policy, which has ultimately been a complete waste of money.
I have sent multiple emails and made several phone calls to try to move my complaint forward with Prima. They now have all the necessary details and information to investigate, but have confirmed that they are unable to take any further action. As a result, my next step is to refer the matter to the Financial Ombudsman.
I appreciate this may seem like a lot of effort for the amount involved, but I feel strongly about this situation. The financial loss is not the main issue for me—three people being left by the side of the road for hours on end is.

May 2, 2026
Unprompted review
Prima logo

Reply from Prima

Hi there,

Firstly, thanks for taking the time to share this review with us.

We're sorry to hear about your experience with the RAC. While we work with the RAC to offer breakdown cover, we are separate companies. And so unfortunately, we aren't able to access or investigate the complaint you made directly with them.

If you're unhappy with how the RAC have handled your complaint though, it's worth reaching back out to them.

Or if you have further questions or feedback just for us, go to: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.

All the best,
Dina

Rated 1 out of 5 stars

Very poor company

Very poor company, I would advise anyone not to buy insurance with this fraud company, I had a car crash last week, and they don't want to know. Just because I'm off work with sickness, waiting for surgery and they said because I didn't tell them about it, they said it goes against there policy, which is absolutely ridiculous, it shouldn't matter weather I'm off sick or not, it's got nothing to do with the car crash, it's just there way to get out of paying for my car to be done. I'm currently contacting my solicitor about it, and I'm going to sue this company for fraud. BEWARE PEOPLE, PLEASE STAY AWAY FROM THIS SHITTY COMPANY, THEY SPEAK TO YOU LIKE SHIT AS WELL WHEN YOU PHONE THEM, I HOPE THEY GET WHAT'S COMING TO THEM, AND SEE IF THEY LIKE IT, WHEN MY SOLICITOR STARTS TO TAKE ACTION.

May 17, 2026
Unprompted review
Prima logo

Reply from Prima

Hi Martin,

We know how stressful accidents can be. So we always do our best to handle claims quickly and fairly. We're really sorry you feel that that's not the experience you've had with us.

Rest assured that our team are looking into your case and will be in touch as soon as possible. If you have any further questions in the meantime, please don't hesitate to contact us at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.

All the best,
Gemma

Rated 5 out of 5 stars

Affordable and incredibly easy to set…

Affordable and incredibly easy to set up. Just changed plate via online chat and Ellie the rep was very helpful, polite, and efficient. 100% recommended

May 16, 2026
Unprompted review
Prima logo

Reply from Prima

Hi Chris,

First of all, thanks so much for your review.

We take pride in delivering excellent customer service. So it’s great to hear that Ellie was able to help you.

Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/) 

All the best,
Surita

Rated 5 out of 5 stars

Easy

I'm absolutely rubbish using my phone to do things. But I found it very easy. I usually start to panic. .....Panic over

May 15, 2026
Rated 4 out of 5 stars

Good price and easy application

Having recently taken out a motor policy, Prima needed to clarify certain details. While I was awaiting an outcome, on numerous occasions as the weeks passed, I asked for updates. No one contacted me. Just recently, I received word all o/k. The last e-mail included information that proved useful. I would have awarded 5* if someone had picked up the phone and contacted.me when I had asked. Outside of that, I'm happy with Prima.

May 12, 2026
Unprompted review
Rated 1 out of 5 stars

Avoid this company

Avoid this company , it is a terrible company ask for personal information not needed by any insurer which i believe shouldn't be legally allowed to ask for for example why does the company need to see your mortgage details or tenancy agreement , utility statements. I would understand if its for credit reason but the insurance was bought annually no credit needed. My personal opinion this is the worst insurer in the 25+ year I've been driving, god help if someone needs to make a claim

May 16, 2026
Unprompted review
Prima logo

Reply from Prima

Hi Kelly,

Thanks for sharing this feedback with us.

Sometimes we ask for additional documents to double check the information on your policy is correct. This helps to avoid issues or delays if you need to make a claim with us in future. For instance, we might ask for proof of address, such as a utility bill.

We're sorry if it wasn't made clear enough why we were asking you for these documents. Rest assured that I've passed your feedback on to our team, who will review how we request this information going forward.

In the meantime, if you'd like to discuss this further, please reach out to us at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.

All the best,
Vernon

Rated 5 out of 5 stars

Quick and easy

Quick, easy and efficient to set up. Very quick customer service as well.

May 15, 2026
Unprompted review
Prima logo

Reply from Prima

Hi James,

Thanks so much for the five stars.

We work hard to make buying car insurance quick and easy. So it really means a lot when we get feedback like this.

Remember, we're always happy to help if you need us. Just call or reach out using our contact page. (https://help.helloprima.co.uk/hc/en-gb/p/contact_us) 

All the best,
Farhan

Rated 2 out of 5 stars

Took far too long

What I felt should have taken about 10 minutes took over an hour then the person I was talking to disappeared before resolving the main issue I had.

May 15, 2026
Unprompted review
Prima logo

Reply from Prima

Hi Margaret,

Thanks for sharing this feedback with us.

We're sorry that it took longer than you were hoping to get the help you needed.

So we can look into what's happened here, could you please reach out to us with your full name and policy number?

Go to: https://help.helloprima.co.uk/hc/en-gb/p/contact_us

All the best,
Shanti

Rated 5 out of 5 stars

best price

Good price.
Easy to follow instructions.
Good website

May 14, 2026
Unprompted review
Prima logo

Reply from Prima

Hi there,

First off, thanks for taking the time to share your feedback.

It’s great to hear you’re impressed with our prices. Great value cover is exactly what we strive to deliver here at Prima.

If you ever need our help, we’re always here for you. For the fastest responses, reach out to us using our contact page. (https://help.helloprima.co.uk/hc/en-gb/p/contact_us) 

All the best,
Esther

Rated 5 out of 5 stars

Ijeoma was courteous

Ijeoma was courteous, patient and explained clearly. She also made sure that the call was quick, without hurrying. Just perfect and we are very happy.

May 15, 2026
Unprompted review
Prima logo

Reply from Prima

Hi Paul,

First of all, thanks so much for your review.

We take pride in delivering excellent customer service. So it’s great to hear that Ijeoma was able to help you.

Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/) 

All the best,
Tahmila

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