Having spent nearly 2 hours trying to set up a new car insurance with Prima on a process online. Using the chat format and then customer care agent and finally speaking with one of the team on the... See more
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Review summary
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Reviews shaping this summary
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 m... 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
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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
Update from yesterday
Update from yesterday, where Prima cancelled my cover, without reason and stated that they would withhold £50 of the refund, they just helped themselves to £75!
The people at Prima hide behind a wall of bots which go round in circles so they do not have to speak to you, in person.
I have been mugged, please don't let it happen to you.
May 7, 2026
Unprompted review
Automatic renewal
Automatic renewal, easy peasey. Checked that it was renewed with Joel after getting no claims proof for another insurance agent.
Very reasonable price to renew and very competitive
May 7, 2026
Unprompted review
Reply from Prima
Hi there,
Thanks so much for the five stars.
It's our mission to provide easy and great value car insurance so it is great to hear that the experience was simple for you.
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,
Cameron
It seemed a bit dodgy…
It seemed a bit dodgy when you get given a price for a years insurance, and then it jumps 5% just before you input the card details!
I guess they hope most people shrug and just pay the small difference, but it’s not a good look…
May 7, 2026
Unprompted review
Reply from Prima
Hi Zak,
Thanks for taking the time to leave a review.
So we can look into what's happened here for you, could you please reach out with your full name and policy number? Just go to: https://help.helloprima.co.uk/hc/en-gb/articles/18225717779345-How-do-policy-add-ons-work.
All the best,
Ellie
Needed to change car insurance for a…
Needed to change car insurance for a new car. Although, it wasn't possible to insure my new vehicle, everything was very professional
May 7, 2026
Unprompted review
Olive was extremely helpful
Olive was extremely helpful, polite and professional. Dealt with my policy change in a matter of minutes.
May 7, 2026
Unprompted review
Reply from Prima
Hi there,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that Olive 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,
Gemma
Easy and cheap to switch cover to my new car
I am picking up a new car in a few days' time, so needed to transfer my cover to the new car. This was an easy and relatively painless process via a combination of chatbot and chat with a human, and the new price was good too.
May 7, 2026
Unprompted review
Reply from Prima
Hi David,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that we were 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
Olive
Reply from Prima
Hi Janet,
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,
Annie
By doing all the nessasery information you require on line it seemed to have made the actual process of changing my registration over so easy
By doing all the nessasery
May 7, 2026
Unprompted review
DONT USE
Honestly, trust me, just don’t use them. Awful company, lack of replies etc.
May 7, 2026
Unprompted review
Reply from Prima
Hi Maya,
We're sorry that you're unhappy with your Prima experience.
So we can better understand what's gone wrong and look into this for you, could you please reach out with your full name and policy number?
Go to: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Funmi
You were the best of the bunch.👏
May 6, 2026
Prima wanted proof of my no claims…
Prima wanted proof of my no claims bonus. Didn't think this was a thing anymore? Surely nowadays all this info. can be accessed online by insurance companies without the individual having to provide this information? It feels like I'm back in the 1990s!
After I'd provided the NCB evidence there was no acknowledgment back from Prima to say they now had all the information they needed. No policy documents were sent through to me. I then had to chase up twice before someone finally sent me through the policy docs
May 7, 2026
Unprompted review
Reply from Prima
Hi Andy,
We're sorry you feel that your experience with us so far hasn't hit the mark.
We appreciate that sending documents, like your proof of no claims bonus, can feel like a hassle. But sometimes we have to ask for these things to double check the information on your policy. This just helps us avoid any issues for you if you need to make a claim in future.
I understand that our team has since been in touch to confirm that we've received it. We've also resent your policy documents to you. But if you have any further questions or feedback, we're here to help. Just go to: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Vernon
I found it easy to navigate the system…
I found it easy to navigate the system and see what I was getting for my money. It was great that you told me that if I was booking the premium cover I did not need additional breakdown cover as it was included.
It saved me a mere £2.00 but the it made me feel like you were being open and helpful and therefore trustworthy
May 5, 2026
Reply from Prima
Hi Jackie,
Thanks so much for the five stars.
It's our mission to provide easy and great value car insurance so it is great to hear that the experience was simple for you.
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,
Ropa
Could not get to talk to anyone
Could not get to talk to anyone, bot asked the same question again and again. tried to change my cover, just going round in circles, not very good.
May 6, 2026
Unprompted review
Reply from Prima
Hi there,
Thank you for taking the time to share your experience with us. I’m really sorry to hear that you had a hard time getting through and that you had to repeat yourself.
We truly value your feedback, and I’ll make sure it’s shared with the relevant team so we can improve moving forward.
If you need any further assistance, please don’t hesitate to reach out to our customer support team https://help.helloprima.co.uk/hc/en-gb/p/contact_us we’ll be happy to help.
All the best,
Farhan
Lost documents and windscreen replacement
I lost my docs and they emailed them out to me straight away and helped me navigate my windscreen repair. Booking and claiming was so easy, would definitely recommend
May 6, 2026
Unprompted review
Reply from Prima
Hi there,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that we were 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,
Annie
Surita was good and helpful
Surita was great very helpful and did what I asked.
Shame company feels they have to charge admin fees for every single change when done on line!!!
May 6, 2026
Unprompted review
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