Most popular insurance brands in the UK 2020, by generation

In 2020, AA was the most popular insurance company in the United Kingdom (UK) for baby boomers, Gen X and millenials with between 58 and 62 percent of respondents having a positive opinion about it. According to the survey conducted by YouGov, baby boomers were more likely to favor different insurance brands than later generations: overall eleven insurers exceeded the 35 percent popularity threshold, while for Gen X and millenials the number of companies were nine and seven respectively. The brand image of particular companies also varies widely among generations. For example, Marmalade is the third most popular brand among baby boomers, with more than half of respondents having a good opinion about it, while for millenials it did not make the top 30.

Leading insurance companies in the United Kingdom (UK) in 2020, by generation and share of people with positive opinion

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Release date

April 2020


United Kingdom

Survey time period

February 2019 and February 2020

Number of respondents

6,241 respondents

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 millenials.

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Statistics on "Non-life insurance market in the UK"

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