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.
BEWARE!!!!!!!!!!!!!
First they accept you, then they try to get out of the cover by making all sorts of demands.....BEWARE !!!
1 May 2026
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.
Quick and easy to buy car insurance…
Quick and easy to buy car insurance they provided exactly what I needed at a competitive price
3 May 2026
Unprompted review
Reply from Prima
Hi Susan,
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,
Joel
Positive experience
Obtaining car insurance with Prima was very straightforward, and I was very happy with the low premium.
2 May 2026
Reply from Prima
Hi Jonathan,
First off, thanks for taking the time to share your feedback.
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.
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,
Joel
Reply from Prima
Hi Clive,
Thanks so much for the five stars.
We work hard to make buying car insurance quick and easy. 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,
Funmi
Not as much hassle as other ones I’ve…
Not as much hassle as other ones I’ve been with
Would recommend
3 May 2026
Reply from Prima
Hi there,
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,
Esther
Looked on compare the market and found…
Looked on compare the market and found Prima insurance which gave me better cover than I had with my current insurer and at a better quote than my renewal.Went through the process online and was easy to navigate and pay
3 May 2026
Unprompted review
Reply from Prima
Hi John,
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.
All the best,
Zulaikha
Well run company with excellent Service
in a nutshell, there is nothing I can add to all the other remarks made by people who have dealt with them. I had no problems at all and the deal went through without any problems, and will recommend to my family & friends. I saved £230 against my quote from my present insurer, so it must be good. thanks PJN Waltham Grimsby.
29 April 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,
Annie
Easy to negotiate the site
Easy to negotiate the site, clear explanations, negotiable additions and pricing.
Re-insuring my car, had been with Hastings before and this time they beat other offers so no problem going back.
2 May 2026
Unprompted review
Reply from Prima
Hi Carol,
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,
Ropa
When I emailed them they responded very…
When I emailed them they responded very quickly and did what I asked of them without any problems
2 May 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,
Surita
This was very easy to do and helpful
This was very easy to do and helpful.
Price wise, a little bit expensive
1 May 2026
fantastic good price and very easy to…
fantastic good price and very easy to navigate to payment
2 May 2026
Unprompted review
Reply from Prima
Hi Felix,
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,
Tahmila
Reasonable price
Reasonable price, service was good and efficient, all arranged in a very short time and documents received.
I recommend them.
1 May 2026
Reply from Prima
Hi there,
First off, thanks for taking the time to share your feedback.
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.
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
Dreadful company avoid at all costs
Dreadful company – avoid at all costs
Genuinely one of the worst insurance experiences I’ve had.
I completed a policy online, only to be told afterwards they wanted an additional £63 due to an “incident” where another driver hit my car and made a claim on their own policy. I have not made a claim in over 30 years.
When I said I’d walk away and renew with my existing insurer, I was told I’d be charged £50 to cancel—even though the policy hadn’t even started. So the choice was simple: pay more, or pay to leave. That’s not customer service, that’s being backed into a corner.
I stayed, reluctantly, and immediately regretted it. I later tried to add my 27-year-old son as a temporary driver and they wouldn’t even offer terms—no flexibility whatsoever.
This company is rigid, opportunistic, and completely indifferent once they have your money. The whole setup feels designed to lock you in and extract more when they can.
My advice: don’t be drawn in by the price. It’s cheap for a reason. Spend a bit more and go with a company that behaves properly—because this one doesn’t.
24 April 2026
Unprompted review
Straight forward to do what I wanted
Straight forward to do what I wanted, easy and quick via chat
2 May 2026
Unprompted review
Reply from Prima
Hi Alec,
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,
Esther
DO NOT USE!
DO NOT USE!
If I could give them less I would, hideous ‘customer service’. Out to scam you, they refused clear evidence of 10 years or no claims but told me 2 months into my policy and then demanded another £300.
Go elsewhere!
1 May 2026
Unprompted review
Had a bump in the car
Had a bump in the car, was asked to send different documents which we did still no contact. 3 phone calls later and still no decision made. We were told today from a very helpful lady called Gemma the document which was missing. We have never been so dissatisfied with a service in nearly 40 yrs of driving a car. If someone had of just explained there was one document missing we would of supplied this 2 weeks ago. Need to retrain some people in human contact.
21 April 2026
Unprompted review
A very competitive price was offered…
A very competitive price was offered which naturally was accepted.
29 April 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,
Mosh
Great agents goes a long way
Olive was great and totally understood the circumstance I was in and contacted the validations team for an extension on providing documents. So thank you
30 April 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 (Agent) 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,
Ijeoma
After not receiving a reply after…
After not receiving a reply after completing the contact form, I emailed the help line. Joel & Sujeev who dealt with my query were extremely efficient & the change I needed to my policy was done immediately at no extra charge.
I am very impressed with the service I received.
1 May 2026
Unprompted review
Reply from Prima
Hi Linda,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that Joel and Sujeev 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
Fast easy good benefits
1 May 2026
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,
Ijeoma
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.