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

Budget

Customer Service Hours

Mon–Fri: 9am–5pm

Ratings & Performance

Claims Satisfaction

4.0

Financial Strength

AA

Mobile App

4.1

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

Courtesy Car
Windscreen Cover
Personal Accident
Legal Protection

Customer Service

Online Claims Service
24/7 Claims Helpline
UK Call Centres

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

Digital-native users who want simple, clear insurance
Drivers in cities or with flexible driving habits
People who value aesthetics and usability in an app

May Not Be Suitable For

Drivers expecting traditional phone support
Older users not comfortable with app-only management
Owners of high-value or heavily modified cars

Key Strengths & Advantages

1

Beautifully designed platform

2

Flexible pricing and term options

3

24/7 claims initiation via app

4

Good visibility of policy changes and charges

5

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

Claims

Black Box Policy Uptake Among Drivers Under 25

51%

Source: Compare the Market, 2024 Telematics Report

Demographics

Young Driver Premium Increase

+127%

Source: Confused.com Price Index

Demographics

Percentage of Drivers Switching Insurers in 2024

39%

Source: GoCompare Switching Trends Survey

Market

UK Car Insurance Market Size

31 million policies

Source: Statista UK Insurance Report

Market

Average UK Car Insurance Premium 2024

£694

Source: Association of British Insurers

Pricing

Average Cost of Car Insurance Fraud Per Case

£1,150

Source: Insurance Fraud Bureau, 2024

Risk

Customer Satisfaction Average

72%

Source: Consumer Intelligence

Service

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.

Sarah Mitchell - Insurance Expert

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:

Motor Insurance
Claims Analysis
Consumer Rights

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.