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
While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more
To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more
Review summary
Created with AI, based on recent reviews
What people talk about most
Reviews shaping this summary
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
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
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
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
United Kingdom
- helloprima.co.uk
4.4
Excellent
5K reviews
Asks customers to review
This company invites their customers to review, whether positive or negative
At Trustpilot, it's all about human content. This business can also access our AI-assisted response tool which helps them draft replies.
How this company uses Trustpilot
See how their reviews and ratings are sourced, scored, and moderated.
Chat bot was useless but the agent understood what I wanted
Disappointed with the chat bot but the agent was great
May 9, 2026
Scam scam scammers
Scam scam scammers. This is my second review on here about this company. All quiet until you make a claim. Had my windscreen replaced. Now out of the blue they have asked me for 6 separate documents requets. Now 'after review' we have changed your premium. If you dont pay they terminate your insurance. Total scam. Happily will cancel and won't be staying with them. Leaving for a more reliable and professional company.
May 9, 2026
Unprompted review
Very helpful and polite advisor.
Very helpful and polite advisor.
Nice being able to speak to a fellow human!
May 9, 2026
Unprompted review
Having just insured with Prima I wanted…
Having just insured with Prima I wanted to cancel Auto Renew as have done with other insurers in the past but its proving not easy. The female member of staff seemed unable to help. So please could someone in Prima either do this for me or send me details of how to do this. All my other car insurers its been so simple to do. Susan Graham
May 9, 2026
Unprompted review
Constantly asking me to submit…
Constantly asking me to submit doucments even after uploading everything they ask for.
Threatening to cancel policy if not uploaded in 48 hours is also wild
I dont recommend using this company, i will look to cancel my policy and get a refund as i can only imagine how difficult these lot can be if anything does happen and i have to make a claim.
May 9, 2026
Unprompted review
very easy to understand procedure for…
very easy to understand procedure for car insurance
May 9, 2026
Unprompted review
Changed my car and needed to update the…
Changed my car and needed to update the insurance, the WhatsApp chat was excellent and Dina was excellent and very efficient! Easy to use and sorted the update easily!
May 9, 2026
Unprompted review
May use AI-assist with repliesRead more
At Trustpilot, it's all about human content. This business can also access our AI-assisted response tool which helps them draft replies.
Reply from Prima
Hi Richard,
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,
Zulaikha
Excelent unfortunately needed help to…
Excelent unfortunately needed help to do do it on line not easy when you are elderly wish things good be a little easier
May 9, 2026
The site was easy to navigate
The site was easy to navigate. Price was very competitive, I'm talking as a women with AMD in my eyes , simple to use is the way to go.
May 8, 2026
car insurance
it was very easy and cheap quotes provided. i was really happy with the service provided.
May 6, 2026
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,
Dina
Not good customer service
Prima and me for history of a non existent claim so I didn't know what they were talking about, I tried to contact them but couldn't get past the chat bot with pre set answers, as they had taken my money but I wasn't sure if i was insured i cancelled and they charged me for the cancellation.
April 23, 2026
Unprompted review
Reply from Prima
Hi there,
First off, we appreciate your feedback. And we're sorry that you found our Prima Bot unhelpful and frustrating.
To allow us to help more customers faster, we've designed Prima Bot to provide answers to quick questions or transfer you to a human agent. So rest assured that I've passed you feedback on to the team and we'll be looking into what went wrong here.
In the meantime, if you'd like to discuss this further, we're here to help. You can find lots of ways to contact us, including over the phone and on WhatsApp, at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Ijeoma
People are more helpful than bots
Once I got past the bot and started talking to an adviser, it was quick and easy to change my policy.
May 8, 2026
Unprompted review
Very helpful! I'm not technically clever but there…
I'm not technically clever but there was plenty of online staff to guide me,yes it took all afternoon to get insurance to no fault of Prima at each step they guided me, well done to all 7 being patient
May 8, 2026
so far so good v.
so far so good v.
unlike some other sites it was simple to do.
needed to confirm one issue by phone and again unlike some sites it did not take too long
May 8, 2026
Unprompted review
Reply from Prima
Hi there,
First off, thanks for taking the time to share your feedback.
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,
Rakea
You are cancelling a policy for no…
You are cancelling a policy for no reason, just tried to speak to some moron on the phone are you all mentally ill ?
May 8, 2026
Reply from Prima
Hi John,
We're sorry that you're feeling frustrated and confused.
We never like having to cancel someone's insurance with us. But we've contacted you multiple times to ask for some additional documents to verify the information on your policy. Unfortunately, without these documents, we can't continue to cover you.
If you'd like to discuss this further, our team is here to help. Please reach out to us at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Annie
Prima a five-star service.
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 helped me was incredibly understanding and went above and beyond. Again, thank you for the help.
May 7, 2026
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 Nassima 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,
Vernon
They make it virtually impossible to…
They make it virtually impossible to cancel. You have to go through an inordinate amount of drivel to actually get through to someone. One of the most annoying experiences ever. Forever hit with useless bots. Will never ever use them again!
May 8, 2026
Unprompted review
Reply from Prima
Hi Peter,
We know how important it is to get help quickly when you need it. So we're sorry that you had some issues getting through to us.
To allow us to help more customers faster, we've designed our Prima Bot to handle simple questions or pass you to the right human member of our team. Rest assured though that we're always looking to improve the way Prima Bot works and we've taken all your feedback on board.
I understand that, since posting this, you've spoken to our team over the phone. But if you'd like to discuss this further, please don't hesitate to get back in touch.
All the best,
Shanti
Reply from Prima
Hi Hillary,
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,
Zulaikha
The Trustpilot Experience
Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.
Companies can ask for reviews via automatic invitations. Labeled Verified, they’re about genuine experiences.
Learn more about other kinds of reviews.
We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.
Learn about Trustpilot’s review process.
Here are 8 tips for writing great reviews.
Verification can help ensure real people are writing the reviews you read on Trustpilot.
Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.