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
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Review summary
Created with AI, based on recent reviews
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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
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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
Reply from Prima
Hi Alan,
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,
Gemma
Reply from Prima
Hi Helen,
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
Quick and straight forward i got my car…
Quick and straight forward i got my car insured online.
Thank you.
1 May 2026
Unprompted review
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,
Nassima
Olive was very helpful and I didn't…
Olive was very helpful and I didn't need to wait long for answers on the WhatsApp chat. My query was resolved effectively.
30 April 2026
Unprompted review
Reply from Prima
Hi Wendy,
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,
Sujeev
Very quick and easy
1 May 2026
Unprompted review
Reply from Prima
Hi John,
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,
Ijeoma
Ijeoma Outstanding performance /customer service…
May I just say that the service advice given was quality , quick clear and very professional….listened to my issue and solved with such happy enthusiasm WELL DONE BRAVO Ijeoma
30 April 2026
Unprompted review
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,
Shanti
Needed to make a policy change in a…
Needed to make a policy change in a mini emergency filled the form out at 11pm and Joel from customer services had emailed me by 10am and had my policy changed thanks great job
30 April 2026
Unprompted review
Reply from Prima
Hi Mohammed,
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 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,
Vallin
This is one of the easiest sites I've…
This is one of the easiest sites I've used for a car insurance well done
30 April 2026
Unprompted review
Reply from Prima
Hi Lesley,
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,
Olive
Excellent value for money
Excellent value for money, the PRIMA website was very easy to navigate and allowed me to go back to check my entries. I was insuring a new car and I feel confident that I have 'signed up' to a sound and reliable insurer. Thoroughly recommended. Adrian Sawyer.
30 April 2026
Unprompted review
Reply from Prima
Hi Adrian,
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,
Surita
Everything straight forward and simple…
Everything straight forward and simple just what I wanted
29 April 2026
Reply from Prima
Hi Robert,
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,
Gemma
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,
Zulaikha
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