Most popular insurance companies by generation UK 2021

In Q3 2021, AA was the most popular insurance company in the United Kingdom (UK) for baby boomers, Gen X, and millennials with between 60 and 74 percent of respondents having a positive opinion of the company. According to the survey conducted by YouGov, baby boomers were more likely to favor different insurance brands than other generations: overall 13 insurers exceeded the 35 percent popularity threshold, while for Gen X and millennials the number of companies were 10 and seven respectively. The brand image of particular companies also varies widely among generations.

Leading insurance companies in the United Kingdom (UK) in Q3 2021, by generation and share of people with positive opinion

Characteristic	Baby boomers	Gen X	Millenials
AA	74%	64%	60%
RAC	73%	63%	45%
Green Flag	63%	45%	45%
Aviva	49%	51%	44%
Liverpool Victoria (LV=)	49%	33%	40%
BUPA	48%	41%	46%
Direct Line	46%	46%	38%
Prudential	43%	32%	16%
AXA	39%	36%	34%
Churchill	38%	32%	28%
Norwich Union	38%	26%	25%
Saga	36%	29%	27%
Co-operative Insurance	35%	45%	32%
Admiral	30%	42%	40%
Sainsbury's Bank	19%	27%	36%
Hastings Direct	17%	35%	28%

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Release date

October 2021

More information

Region

United Kingdom

Survey time period

Q3 2021

Method of interview

Online survey

Supplementary notes

The ranking includes all companies popular among more than 35 percent of the respondents of any generation group: baby boomers, gen x or millennials.

According to the source, data is collectedly daily on a continuous basis, with values being the averages for the specified quarter.

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