Most popular insurance brands in the UK 2021, by generation

Published by Statista Research Department, Nov 1, 2024
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

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%
Showing entries 1 to 13 (16 entries in total)
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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