Prima Reviews 5,464

I had to find the phone number to be able to speak to an agent. After that everything went smoothly. I was pleased with outcome.

If I could give no stars I would steer well clear
The are punitive 😡😡

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

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.

Every aspect was smooth and easy

Avoid at all costs. Paid for car insurance. Prima asked for more money after policy was issued, but couldn't validate why they wanted £89 more. I suspect they were running low on revenue, but the cheek...Cancelled my insurance with them, went elsewhere, and was cheaper anyway. Poor customer service, no explanation, and apologies received for their mishap.

I stayed with Prima for 2 years, maintained a completely clean record without a single accident, claim, or even a scratch on my car, yet my premium kept increasing year after year.

At some point it becomes obvious what’s happening: they rely on loyal customers not noticing or not bothering to switch. Instead of rewarding responsible drivers, they punish loyalty with inflated renewals.

I can accept reasonable increases, but not pricing practices that feel deliberately exploitative and disconnected from customer history.

Needless to say, I cancelled my renewal and moved elsewhere. Trust is important in insurance, and Prima completely lost mine.

Prima are very efficient and easy to understand.
They offer all the little extras at a reasonable price.

Cheapest insurance for my needs.Other levels of cover available,giving good choice.Easy to navigate the information required,making the process straightforward.

You say:
Great chat services. The mix of A.I with human oversight and decision making is top notch. I love the experience

Nassima was brilliant, she sorted my business insurance very quickly and efficiently!

Straightforward on line quote, clearlt stating options

Very helpful and knowledgeable agent

Looking for renewing my car insurance
Prima offering all i needed.
Found searching and agreeing to insure with Prima
Was no stress. All straight forward
Now Insured peace of mind .
For next 12 months .
Thank you PRIMA 😊 🙏

I have been told that Prima will not renew my policy in June 2026 due to 1 of 4 reasons:-

1. Where I live
2. What I do for a living (I have been retired for 20 years)
3. Where I drive
4. Claims History ( I have not made a claim for at leasr 20 years)

They have told me that it is nothing to do with my age!!!!!!!!!!!!!!

Simple and easy to use. Great price.

Found prima insurance very competitive,with good add ons and very competitive pricing.

Terrible customer service

Does not understand basic conversation. Does not read what you’re typing to them and just types random responses. Asked me the same question three times, almost cancelled my policy twice.

Absolute liability. Will not be using this company again.

8 weeks after failing to insure me- they agreed a policy then found a letter from a previous insurer saying I had made a claim( no I reported a scratch) Prima have concluded that a) they are right to hike the premium by £171 per annum, b) ignore the previous insurers letter, c) totally rely upon mindless chat bots, d) never answer the phone and e) never acknowledge any fault- imagine what a claim would be like. In the pantheon of dismal insurers, bad service and total lack of any responsibility this lot should be avoided they are by far the worst and give " cowboys" a bad name - shockers and waistralls to be sure!