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Prima Reviews 

6,818
•
TrustScore 4 out of 5

4.2

Auto Insurance Agency
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Review summary

Created with AI, based on recent reviews

Looking at 2,801 reviews, reviewers had a great experience with this company. Customers find the official website extremely simple to navigate and genuinely appreciate how quickly they can complete their car insurance policies online without unnecessary hassle. People frequently mention that purchasing coverage is very straightforward, supported by clear screen information and competitive prices compared to other providers. Some reviewers were not happy with customer service, pointing out that dealing with automated chat bots before finally reaching a human can take a long time. Consumers also noted unexpected extra charges and frustrating experiences when attempting to make policy changes or amend their personal details.

What people talk about most

Price

Customers consistently note ambiguous experiences with price, often highlighting very competitive initial... See more

User experience

Clients share positive opinions on user experience, highlighting how simple and efficient the online process... See more

Customer service

Users describe ambiguous interactions with customer service, marked by a mix of frustration and praise. While... See more

Service

Consumers find service to be positive, highlighting incredibly easy insurance arrangements and immediate... See more

Website

Reviewers highlight positive aspects of website, noting that the online process is straightforward, easy to... See more

Reviews shaping this summary

Rated 4 out of 5 stars

Trying to contact a human is difficult but once I told the bot what I need, contact was established on WhatsApp. The agent was very helpful and sorted out my documents quickly. After all they are full... See more

Rated 4 out of 5 stars

Despite having to do everything on line the process was reasonably straightforward to complete. Hopefully the service provided in the event of a problem will be as good. After all the proof of the pud... See more

Rated 4 out of 5 stars

The experience was fine and the prices great. An improvement could be an extra box adding when going thru the extras I.e. motor expenses. Breakdown cover. Put a box that says covered elsewhere

Rated 4 out of 5 stars

Very quick responses from Prima staff to my queries. Not being offered an online account seems a little odd but it all seems to work. Good price for my car insurance and includes driving abroad.

Company details

  1. Auto Insurance Agency

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

4.2

Great

TrustScore 4 out of 5

7K reviews

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4.2

All reviews

(6,818)

2,850 reviews in the last 12 months

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Rated 1 out of 5 stars

My renewal offer was more than the cost of Prima through a comparison site

My renewal offer was more than I could get from a comparison site still with Prima. The agent on the live chat claimed it was because of different start dates and excess but when I pointed out they were the same they basically had no answer. Prima does nothing to retain customers direct and the agent was unhelpful and unable to provide explanations. Overall experience with Prima was negative so if I end up switching next year so be it. They claim to be different but it is all talk.

September 5, 2026
Rated 1 out of 5 stars

e my premium well…

Every year you increase my premium well above inflation, despite me telling Joel your rep I have had a lower quote,he said the payments been taken
4 days before insurance expired and I'm too late for any negotiation, I told him to . delete auto renewal because I will be letting you treat me like that again

September 5, 2026
Rated 5 out of 5 stars

Better discounts

Excellent service so far, we will see if I ever make a claim, never claimed in over 53 years of driving they should give a better discount if you never claimed, but no they put it up every year regardless

September 5, 2026

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