Most popular insurance brands in the UK 2021, by generation

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

CharacteristicBaby boomersGen XMillenials
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%
Created with Highcharts 7.2.2Share of respondents who have a positive opinion of the brand60%60%45%45%45%45%44%44%40%40%46%46%38%38%16%16%34%34%28%28%25%25%27%27%32%32%40%40%36%36%28%28%64%64%63%63%45%45%51%51%33%33%41%41%46%46%32%32%36%36%32%32%26%26%29%29%45%45%42%42%27%27%35%35%74%74%73%73%63%63%49%49%49%49%48%48%46%46%43%43%39%39%38%38%38%38%36%36%35%35%30%30%19%19%17%17%Baby boomersGen XMillenialsAARACGreen FlagAvivaLiverpool Victoria (LV=)BUPADirect LinePrudentialAXAChurchillNorwich UnionSagaCo-operative InsuranceAdmiralSainsbury's BankHastings Direct
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%
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Source

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Release date

October 2021

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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