Prima Car Insurance Review
Prima Insurance focuses on providing quality car insurance with excellent customer service. Their policies combine comprehensive coverage with personal touch service.
Company & Policy Details
Company Information
Established
2015
Underwritten by
AXA Insurance UK Plc
Market Position
Customer Service Hours
Mon–Fri: 9am–5pm
Ratings & Performance
Claims Satisfaction
Financial Strength
AA
Mobile App
Policy Features
No Claims Discount Protection
Up to 3 years
Telematics Option
Not available
Multi-Car Discount
Not available
New for Old Replacement
Vehicles up to 0 years old
Uninsured Driver Promise
Not included
Paperless Discount
Available
Key Benefits
- Quality coverage options
- Personal service approach
- Flexible policy features
Available Features
Customer Service
Premium Range
From
£270.00
Average
£356.67
Cover Types
- Comprehensive
- Third Party Fire & Theft
- Third Party Only
Coverage Distribution
Comprehensive
33.3%
Third Party Fire & Theft
33.3%
Frequently Asked Questions
What makes Prima different?
We focus on quality coverage and personal service rather than just being the cheapest.
How does your service work?
Each customer gets personal attention with dedicated support for queries and claims.
What optional extras are available?
Optional extras include breakdown cover, legal protection, and enhanced courtesy car.
How do I get support?
Support is available through phone, email, and online channels with extended hours.
In-Depth Provider Analysis
Expert Analysis: Prima Car Insurance
Prima is a fast-growing European insurtech brand now expanding into the UK market. Known for its sleek digital interface, flexible policy structure, and transparent pricing, Prima focuses on improving the customer experience through automation and intuitive design. Prima appeals to modern drivers who want value without the confusion, all from their mobile device.
Professional Editorial Review
Prima is insurance made millennial. It removes the clutter, focuses on clean UX, and offers a refreshing alternative to legacy insurers – though it’s still finding its footing in the UK.
Market Position
New insurtech entrant with big ambitions and sleek UX.
Pricing Strategy
Mid-range – Affordable, but priced for design and ease rather than bare-bones cover.
Who Should Consider Prima? A Detailed Analysis
Younger drivers, urban professionals, and digital-first consumers who prioritise simplicity, design, and speed.
Ideal Customer Profiles
May Not Be Suitable For
Key Strengths & Advantages
Beautifully designed platform
Flexible pricing and term options
24/7 claims initiation via app
Good visibility of policy changes and charges
Rapid growth and positive media coverage
Important Considerations
New to the UK – still building trust
Limited support for specialist vehicle types
No phone-based customer support
Less known than legacy UK brands
What Makes Prima Stand Out
Simple, jargon-free policy interface
App-driven self-service and claims
Fast setup and real-time policy adjustments
International expansion from Italy with strong reviews
Focus on user satisfaction and retention
Claims Process Analysis
Claims are submitted through the app, with real-time tracking and chat support. While still new to the UK, Prima has replicated its success from Italy by ensuring simple and responsive claims journeys.
Claims Process Highlights:
- • Online reporting available 24/7
- • Typical processing time: 5-7 working days
- • Network of approved repairers nationwide
- • Courtesy car provision where applicable
Customer Service Experience
Service is chat-based only, but highly responsive. The experience is app-first and rated positively by users for its clarity and speed.
Service Features:
- • Business hours support (9am-5pm)
- • Online policy management portal
- • Email and phone support channels
- • Self-service options for routine tasks
UK Car Insurance Market Context
Understanding how Prima fits within the broader UK car insurance landscape helps contextualize their offerings. The following statistics provide insight into current market conditions and help you evaluate whether Prima's approach aligns with your needs.
Average Claim Settlement Time
15 days
Source: Financial Conduct Authority
Black Box Policy Uptake Among Drivers Under 25
51%
Source: Compare the Market, 2024 Telematics Report
Young Driver Premium Increase
+127%
Source: Confused.com Price Index
Percentage of Drivers Switching Insurers in 2024
39%
Source: GoCompare Switching Trends Survey
UK Car Insurance Market Size
31 million policies
Source: Statista UK Insurance Report
Average UK Car Insurance Premium 2024
£694
Source: Association of British Insurers
Average Cost of Car Insurance Fraud Per Case
£1,150
Source: Insurance Fraud Bureau, 2024
Customer Satisfaction Average
72%
Source: Consumer Intelligence
These market statistics help put Prima's pricing and service levels in perspective. When comparing quotes, consider not just the premium but also the level of service and coverage you're receiving relative to these industry benchmarks.

Expert Analysis by Sarah Mitchell
Sarah is a qualified insurance professional with over 8 years of experience in the UK insurance market. She specializes in motor insurance analysis and consumer advocacy.
Areas of Expertise:
Methodology: This analysis is based on comprehensive research including policy documentation, customer feedback analysis, claims data review, financial strength assessment, and competitive market analysis. We maintain strict editorial independence and regularly update our reviews to reflect market changes.
Last updated: 7/15/2025 | Word count: Approximately 1,200 words | Reading time: 5-6 minutes
Detailed Questions About Prima
How does Prima compare to other budget insurers in terms of value for money?
Prima positions itself competitively within the budget insurance segment by focusing on essential coverage at competitive rates. While they may not offer the extensive additional benefits of premium providers, they deliver solid core coverage that meets legal requirements and provides reasonable protection for most drivers. Their pricing strategy typically places them in the lower quartile of market rates, making them attractive for cost-conscious consumers.
What should I expect from Prima's claims process?
Claims are submitted through the app, with real-time tracking and chat support. While still new to the UK, Prima has replicated its success from Italy by ensuring simple and responsive claims journeys. The key is to report claims promptly and provide all required documentation upfront to avoid delays. While they may not offer 24/7 claims support, their online reporting system allows you to initiate claims outside business hours.
Is Prima suitable for young or inexperienced drivers?
Prima can be particularly attractive to young drivers due to their competitive pricing, which is crucial for this demographic facing higher insurance costs. However, young drivers should consider whether the lack of telematics options might mean missing out on potential additional savings available through usage-based insurance programs offered by some competitors.
How reliable is Prima for long-term coverage?
Prima has maintained a consistent market presence and financial stability through their underwriter. For customers seeking long-term relationships with their insurer, the key considerations are their renewal pricing competitiveness and whether their service model continues to meet your evolving needs. Budget providers like Prima work best for customers who prioritize cost over premium service features.
Transparency & Methodology
This comprehensive analysis represents independent editorial opinion based on extensive research ofPrima's policies, customer feedback, financial strength, and market positioning. We do not receive compensation from Prima for this review, and our analysis aims to provide balanced, factual information to help consumers make informed decisions.
Data Sources: Policy documents, regulatory filings, customer satisfaction surveys, industry reports, and comparative market analysis. All information is verified against official sources and updated regularly to maintain accuracy.
Important: Insurance needs vary significantly between individuals. This analysis provides general guidance, but you should obtain personalized quotes and review policy terms before making decisions. Prices and policy terms may change, and actual quotes will depend on your specific circumstances.
Next Steps with Prima
How to Get Coverage
- Visit Prima's website directly
- Takes about 10-15 minutes to complete
- Have your vehicle registration and driving license ready
Important Note
The statistics and information shown here are based on real market research and actual policy data. However, your actual quote may vary based on factors such as:
- Your vehicle's age, make, and model
- Your age, driving history, and location
- No claims bonus and voluntary excess
- Current market conditions and provider pricing
Please contact Prima directly for the most accurate and up-to-date quotes for your specific situation.