Prima Reviews 5,460

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

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

Rated 5 out of 5 stars

Easy to get a quote

Easy to get a quote. Customer Services were professional, efficient and precise in giving details. Well priced policy.

May 14, 2026
Prima logo

Reply from Prima

Hi there,

First of all, thanks so much for your review.

We take pride in delivering excellent customer service.  So it really means a lot when we get feedback like this.

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,
Olive

Rated 4 out of 5 stars

I took out car insurance with you…

I took out car insurance with you because it was recommended by go compare as the cheapest way of covering myself as I'm retired and my budget is only small this is important to me and also to get the cover I needed

May 14, 2026
Rated 1 out of 5 stars

Would NOT recommend

Taking out the policy was straight forward. However, several months into the policy, they decided they wanted to "verify" information about me, and requested that I send them my payslip or contract of employment. They wanted to check that the job role i selected from the drop down list offered when taking out insurance was correct. Despite the fact that a payslip doesn't have your job title in here, they insist this is evidence they need... and that i can redact salary information. I told them my profession, but have never had an insurance company ask you information about and from your employer. If this was something that was required in the application process, I wouldn't have taken the policy with them. I think this is very intrusive, and more personal information than they require, and the rationale doesn't match the information they are requesting. Will definitely NOT use this company again

May 15, 2026
Unprompted review
Rated 1 out of 5 stars

Avoid, useless, incompetent company.

Having read good reviews on here I went and took out a car insurance policy with Prima with high hopes.
A week after taking out my policy I received an email saying I needed to prove that I hadn’t had an accident on a specific date. There was no accident.

I went to my previous insurer, I got my no claims certificate to prove this and yet this wasn’t good enough evidence for them. (I also had to chase them regarding this as they never got back in touch).

Instead said they would add this fictitious accident to my policy as a claim and up my premium because I couldn’t prove it didn’t happen… Because it didn’t happen!!

Save your money, save your time and go with someone else!

Avoid at all costs.

May 14, 2026
Unprompted review
Rated 1 out of 5 stars

If i could give zero stars i would.

If i could give zero stars i would.
Felt like I was talking with a robot, no customer service whatsoever, didn't resolve my complaint, will not be renewing next year. If I could cancel without incurring another hidden charge then I would

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

Surita

Surita, the agent who dealt with my case was professional and efficient! My matter has been dealt with super fast! Thanks

May 14, 2026
Unprompted review
Rated 1 out of 5 stars

They take your money and secretly try cancel your insurance

Okay where to start. Do not use this insurance. First they do send you emails randomly and if you dont reply they threaten to cancel your insurance within a few days

Then they have told me that they have lost all my private documents and this is not a breach of GDPR thats because they can't find then on the system. Which is crazy.

Then they have asked for me to provide proof of address. From a council house tenant agreement, or a mortgage document. And then they have said after they asked for some document from the police and the HMRC and a drivers license and a bank statement as well as a tour of my house these are not valid forms of proof of address and the going to cancel my insurance.

From all the 1 star reviews i have read they are all true. They will lose your documents lie and try take your money and security try cancel your insurance.

May 13, 2026
Unprompted review

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