The Fairer Finance Trust in Insurance Index - Autumn 2025

How has the public' s trust in insurance providers been changing?

At Fairer Finance, we’ve been tracking public opinion of insurance providers for over 10 years. Every six months we poll 10,000 customers through our partner Opinium, asking them:

‘Based on everything you know about this insurer, to what extent would you agree or disagree with the following statement - “I trust (name of their insurer)”’. 

We use these responses to create a trust score for each brand in every sector. These scores are used to track the public’s trust in insurers through our Trust in Insurance Index. We take away the negative responses from positive ones and double-weight the extremely positive and negative responses. This gives a single number to measure trust and puts extra weight on strong opinions.

The Spring 2025 Index showed trust scores continuing their decline from a peak in Spring 2023.However, the Autumn 2025 Index shows a slight improvement across all sectors. 

Insurance prices have started to come down in 2025 after several years of sharp increases and it’s likely that this is the driver behind the improvement in trust scores. Research by Confused.com shows that car insurance prices have fallen 16% in the past 12 months. 

Most and least trusted brands

In pet insurance Purely Pets has seen the biggest improvement in its trust score, jumping nearly 10 percentage points to reach 50.72%. However, this still leaves them in the bottom 5 of the larger pet insurers (those with a sample size over 100 in our survey). The highest score in the sector goes to new entrant British Pet Insurance Services with a score of 73.89%. The next best, and best amongst the larger pet insurers was PDSA, with 66.11%. The table below shows the top 5 and bottom 5 of the larger pet insurers. 

In car insurance, Bell saw the biggest improvement, rising over 11p.p to reach a score of 63.95%. The highest score in car insurance belongs to NFU Mutual with 79.46%, beating out second place BMW Insurance on 74.73%. The table below shows the top 5 and bottom 5 larger car insurance providers by trust score (only those with a sample size over 100). 

Amongst the major insurers (those with a sample size over 1000) the strongest car insurance performers are Saga (60.99%), AA (59.86%) and Tesco Insurance (58.72%). At the other end of this group are Hastings Direct (49.48%), Admiral (53.15%) and Aviva (54.18%). The chart below shows how the trust scores of the major car insurers have moved over the past 5 years. Saga and AA have been the top two insurers in this group every wave since Autumn 2021, while Hastings Direct have trailed well below the others in every period.

Claims Satisfaction

Claims satisfaction scores improved across all 4 major insurance sectors in our Autumn 2025 index - although they still sit some way below their 2017/18 peak. Pet insurance saw the biggest improvement jumping from an average of 58.61% in Spring 2025 to 61.50%. The average across all 4 sectors now sits at 57.16%, nearly back at the level they were in Spring 2020. Claims satisfaction scores have been improving since bottoming out in Autumn 2024, this was the result of a nearly 5 year trend of declining scores. The claims satisfaction scores over time can be seen in the graph below. 

Amongst the larger pet insurance providers More Than had the most improved claims satisfaction score, rising from 52.07% in Spring 2025 to a score of 61.57%, just above the sector average in Autumn 2025. LV= also had a big increase from an already strong score of 63.64% to 70.64%, placing it second overall in the larger pet insurers group. The table below shows the best and worst performing larger brands by claims satisfaction scores. At the other end of the table 4Paws dropped further behind the rest after being one of the few brands to see a decline in claims satisfaction scores. Other brands near the bottom saw significant improvements this wave, for example Agria Pet Insurance improved by 7.3p.p and Pet Protect by 6.7p.p.

In car insurance Saga, Admiral and Esure all saw improvements of over 5p.p in their claims satisfaction scores. Despite these improvements Esure and Admiral still sit in the bottom 5 of the larger car insurance providers by this metric. Saga is in 3rd place amongst this group, trailing only Bank of Scotland and LV=. 1st Central had the largest fall in claims satisfaction scores amongst the bigger insurers, dropping down to 51.38% putting it bottom of the larger car insurers. The table below shows the top 5 and bottom 5 from this group. 

Amongst the major car insurers, LV= and Saga have taken the top 2 spots for claims satisfaction score in almost every wave for the past 5 years with LV= at the top in every wave since Autumn 2022. AA has tended to sit in the middle of this group for claims satisfaction, a contrast with trust scores where it has been one of the best performers amongst this group. This suggests that customers may trust the AA brand due to its breakdown cover reputation, rather than its performance as a car insurer. In a similar story to the trust scores, Hastings Direct has tended to fall last amongst the major insurers for claims satisfaction and this continued in the Autumn 25 wave. Three waves of consecutive improvement by Admiral have left Hastings Direct trailing some way behind the rest of the group. The chart below shows the major car insurers' claims satisfaction scores over time. 

Age of pet

We recently started asking participants in our pet insurance survey how old their pet is. The pattern shows that trust scores tend to decline as the pet gets older, but slightly improve after the pet is over 10. This is likely due to a higher frequency of claims as pets age and the resulting excesses and co-payments that customers might not be expecting. There is a major drop in trust for pet owners with animals older than 8, which makes sense as 8 is the age where most pet insurance policies start charging percentage co-payments when customers make a claim. Pet insurers might want to consider sending reminders to customers that they will have to pay more after their pet crosses the co-payment threshold. The slight re-bound in trust scores for pets over 10 may be explained by those customers now expecting to have to pay co-payments, as there is a strong chance they would have already made a claim after their pet passed the co-payment threshold.

Claims satisfaction scores show a similar pattern, although there is no minor improvement in scores for pets aged over 10. One slight difference is that the largest drop in claims satisfaction score comes between those aged 1-4 and those aged 5-8. This could be a result of pets starting to suffer from more serious conditions, which cost more and might start to breach inner claims limits. Research by Fairer Finance has found that many pet insurance policies use much smaller limits for specified conditions than the overall headline cover limit. The chart below shows the trust scores and claims satisfaction scores by age of pet (pets aged under 1 don’t appear because there was not a statistically significant sample for this group). 

¹ The question has the following options: "strongly agree", "agree", "neither agree nor disagree", "disagree" and "strongly disagree". The trust index score is calculated using the following formula: ((% answering strongly agree x 2) + (% answering agree) + (% answering disagree x -1) + (% answering strongly disagree x -2))/ 2. We use this formula to subtract those who distrust a provider from those who trust them, to give additional weight to those answering strongly agree and strongly disagree, and to create a single score to compare sectors and track change over time.