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11 Top-Rated Insurance Companies in London in 2023


When choosing the right insurance company, the process can feel overwhelming if you need help knowing where to start. After all, there are so many different types of insurance and providers. How do you know which one is best for you? Here are 11 of the top-rated insurance companies in London that will help you make an informed decision about your coverage.

11 Top-Rated And Best Insurance Companies in London

Insurance Companies in London
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1. The AA

AA is one of the most trusted and well-known insurance companies. They provide various insurance products, including car, home, and travel cover. AA has been protecting its customers’ vehicles since 1905 and has grown into the UK’s most popular insurer, with over 10 million customers. With such a long history, you can be sure that their policies are reliable. Another reason why people love them so much is that they are a non-profit organization that aims to keep down insurance prices for everyone.

Address: Fanum House, Basing View, Basingstoke, Hampshire RG21 4EA 0370 544 8866

Features of The AA

  • Breakdown cover available, including roadside assistance and home start  
  • Comprehensive car, van, bike, and home insurance policies
  • 24/7 emergency helpline
  • Optional extras such as legal cover and keycare
  • Online services for policy management and claims

Pros/Advantages of The AA

  • Wide range of policies and services covering a variety of needs.
  • Online quote and purchase process for convenience.
  • 24/7 UK-based customer service team for support.
  • Affordable premiums and competitive prices.
  • A variety of payment plans are available.

Cons/Disadvantages of The AA

  • Limited coverage options in some areas
  • Relatively high premiums
  • The lengthy and complicated claims process

2. Admiral

Admiral was founded in 1906 and started as a specialist firm offering travel insurance. These days, Admiral provides insurance for many policies, including car, home, pet, and life assurance. They are an award-winning company and have been recognized by Money Saving Expert’s Best Buy list on multiple occasions.

Address: David Street, Cardiff CF10 2EH, United Kingdom

Features of Admiral

  • 24/7 Claims Helpline
  • Multi-Car Discounts
  • Courtesy Car Cover
  • Optional Add-Ons

Pros/Advantages of Admiral

  • Comprehensive coverage options
  • 24/7 customer service and claims service
  • A variety of discounts are available
  • Loyalty rewards for long-term customers

Cons/Disadvantages of Admiral

  • High premiums for younger drivers
  • Limited range of policies available
  • Limited coverage for certain types of vehicles
  • Limited customer service options

3. Aviva

Aviva has been operating for over 165 years and has a well-established reputation. Aviva offers various insurance products like life, car, home, and travel. If you are looking for an insurer with a strong financial history that’s also well known, then Aviva may be just what you are looking for.

Address: St Helen’s, 1 Undershaft, London EC3P 3DQ, United Kingdom

Features of Aviva

  • Offers a range of insurance products, such as car, home, life, and travel insurance.  
  • Provides online services to customers, allowing them to manage their policies, view documents, and make claims.
  • Offers a 24/7 customer service helpline, with advisors ready to answer queries.  
  • Provides a range of discounts and rewards for customers.

Pros/Advantages of Aviva

  • Range of coverage options
  • Global Reach
  • Strong Financial Rating
  • Dedicated Customer Service

Cons/Disadvantages of Aviva

  • High premiums for customers
  • High administrative costs for claims
  • Limited coverage options for customers
  • Poor customer service reputation

4. AXA

AXA is one of London’s top-rated 11 insurance companies, with 4.5 stars out of 5. They offer a range of policies, including motor, home, and pet cover. The company has been around since 1887 and has offices worldwide, so you know they will be there for you when you need them most.

Address: 20 Gracechurch Street, London, EC3V 0BG

Features of AXA

  • Offers a range of insurance products, including home, car, and travel insurance.
  • Provides customers with options to tailor their insurance products.
  • SpecialisesSpecialises in investment, health, and life insurance.
  • 24/7 customer service and claims support.

Pros/Advantages of AXA

  • Long-standing reputation and experience in the insurance industry.
  • Wide range of products and services available.
  • Comprehensive coverage options to suit your needs.
  • 24/7 customer service and support.

Cons/Disadvantages of AXA

  • High premiums
  • Complex product offerings
  • Lack of flexibility
  • Limited choice of payment plans

5. Churchill

Churchill offers a wide range of products, including car and home insurance. They have an A+ rating with the Better Business Bureau and are considered one of the safest companies for paying claims. The best part is that Churchill has worked out a way for you to pay your bill over time with no hidden fees or interest.

Address: Westmoreland Road, Bromley Kent BR1 1DP

Features of Churchill

  • Offers car, home, and pet insurance.
  • Provides 24/7 UK-based customer service.
  • Offers optional extras such as breakdown cover and legal cover.
  • Offers discounts for online purchases and no-claims bonus.

Pros/Advantages of Churchill

  • Comprehensive coverage options
  • Excellent customer service
  • Online, phone, and in-person support
  • Low premiums and competitive rates

Cons/Disadvantages of Churchill

  • Complicated claim process
  • Lengthy waiting period for claims
  • Lack of transparency regarding their policies

6. Direct Line

Direct Line is a household name when it comes to insurance. They offer very competitive rates for home and car insurance, and their roadside assistance service can come in handy if you find yourself stranded on the side of the road.

Address: Churchill Court, Westmoreland Road, Bromley, BR1 1DP

Features of Direct Line

  • Accident management service to help you with your claim.
  • Offers flexible payment options and an online self-service account.
  • Accredited by the Financial Conduct Authority (FCA).

Pros/Advantages of Direct Line

  • Offers competitive premiums.
  • Wide range of products and services.
  • 24/7 customer service.
  • Comprehensive coverage options.

Cons/Disadvantages of Direct Line

  • Expensive premiums
  • Limited coverage options
  • Poor customer service
  • Limited online resources

7. ETA

Starting your own business is hard, but having the right insurance company can make it much easier. If you are looking for insurance companies in London that will provide what you need regarding auto, home, and commercial coverage, then ETA is the right pick.

Address: ETA Services Ltd, 68 High Street, WEYBRIDGE KT13 8BL

Features of ETA

  • Offers a wide range of insurance services, including Travel, Cycling, Motorcycle, Car and Home.
  • Provides online services to buy, manage and renew policies.
  • Provides a 24/7 claims helpline for customers.
  • Offers competitive rates and discounts for all types of insurance.

Pros/Advantages of ETA

  • Flexible cover options tailored to customers’ needs.
  • Comprehensive and competitively priced cover.
  • 24/7 assistance and claims service.
  • ETA is a long-standing and trusted British company.

Cons/Disadvantages of ETA

  • Complex policies need more transparency on what’s included in each approach.
  • Poor customer service compared to some competitors.
  • Limited online presence, with no mobile app or online chat feature.

8. LV=

LV= is a UK bank and insurance company established in 1853. LV= offers a wide range of products, including car, home, life, and travel. Plus, they have a great customer service team who can help you with any questions or concerns about their policies.

Address:  Liverpool Victoria, County Gates, Bournemouth, BH1 2NF, UK

Features of LV=

  • Has a team of experts who are available to answer any questions and queries.
  • Offers an easy-to-use online tracking system to monitor the progress of a claim.
  • It strongly focuses on environmental issues and prides itself on its commitment to sustainability.

Pros/Advantages of LV=

  • Competitive prices on a variety of car, home, and travel insurance products
  • 24/7 customer service and claims support
  • Comprehensive cover with optional extras available

Cons/Disadvantages of LV=

  • Limited range of products
  • Limited geographical reach
  • Lack of brand recognition
  • Higher premiums than some competitors

9. More Th>n

More Th>n is an insurance company that offers a range of car, home, and life insurance products. They are committed to providing excellent customer service so you can feel safe knowing they are there for you.

Address: St. Mark’s Court, ChartWay, Horsham, West Sussex RH12 1XL, GB

Features of More Than

  • Provides a range of insurance products, including car, home, pet, and travel insurance.
  • Offers a range of discounts, including multi-policy and loyalty discounts.
  • Allows customers to manage their policies online.

Pros/Advantages of More Than

  • Provides financial security and stability
  • Comprehensive Coverage
  • Extensive Customer Service
  • Reward Schemes such as Cashbacks and Discounts

Cons/Disadvantages of More Than

  • The company has a higher-than-average rate of customer complaints.
  • There have been some reports of delays in the processing of claims.
  • The company limits the coverage for certain items, such as jewelry and electronics, which can be a disadvantage for customers who own expensive things.

10. Saga

Saga is more than just an insurance company. They also offer home and pet care and travel and life planning services. Saga offers a wide range of products and services to help protect your family and future, so you can have peace of mind that you are protected. With policies for everything from car breakdowns and accidents to the inevitable homes and pets, you will never be short of security with this company.

Address: Saga plc, Enbrook Park, Sandgate, Folkestone Kent CT20 3SE

Features of Saga

  • Offers access to a team of expert advisers.
  • SpecialisesSpecialises in tailored insurance packages.
  • Offers a range of additional benefits with some policies, such as discounts on brands, free breakdown cover, and legal advice

Pros/Advantages of Saga

  • Provides a wealth of experience and stability.
  • Offers a wide range of products, from home and car insurance to travel and health insurance.
  • Comprehensive customer service with an award-winning UK call center.
  • Attractive discounts for customers aged 50 and over.

Cons/Disadvantages of Saga

  • High premiums
  • Low customer satisfaction ratings
  • Limited customer service options
  • Not available in all countries

11. Zurich

Zurich is a company that has been around for over 140 years. They provide insurance for more than 115 countries. They specialize in both property and life insurance, among other things.

Address: 10th floor, Victoria House, 15/27 Gloucester Street, Belfast BT1 4LS

Features of Zurich

  • Provides personal advice and support.
  • Offers tailored risk management solutions.
  • Provides online quotes and easy claims.
  • Offers discounts for multiple policies.
  • Offers a range of car, home, travel, and life insurance plans
  • Offers loyalty rewards program

Pros/Advantages of Zurich

  • Offers a wide range of insurance services to meet your needs
  • 24/7 customer service for any query
  • Low premiums and competitive rates

Cons/Disadvantages of Zurich

  • Expensive premiums
  • Limited coverage options
  • Complex claims process


In conclusion, choosing the right insurance company can be an overwhelming task. With so many insurance companies in London, researching and comparing the top-rated 11 insurance companies can help you find the best coverage for your needs. With a little research and comparison, you can ensure you are getting the most for your money and the best coverage for your needs.

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