Welcome to the Finder Life Insurance Customer Satisfaction Awards 2024
We asked customers of the UK’s major life insurance companies about their experience and whether they would recommend their insurer to a friend or family member. We crunched the numbers to decide our Finder Life Insurance Customer Satisfaction Awards 2024.
The winners
You can see our winner and highly commended below, as well as a full table of the results. The winner and highly commended are based on both overall customer satisfaction scores (star ratings) and recommendation scores (the percentage of customers who said they would recommend the brand to a friend). More on this below.
Life Insurance Customer Satisfaction Winner
Zurich
Zurich has been crowned the winner in Finder’s Life Insurance Customer Satisfaction Awards for 2024. It claimed the top spot with an overall customer satisfaction score of 4.6 out of 5 stars, and a 92% “would recommend” score from its customers in our survey.
Read our review of Zurich life insurance
Life Insurance Customer Satisfaction Highly Commended
Vitality
Vitality has been highly commended in this year’s Finder Life Insurance Customer Satisfaction Awards. Hot on the heels of winner Zurich, it also received an overall customer satisfaction score of 4.6 out of 5 stars, with 89% of its customers saying they would recommend the brand to a friend.
Read our review of Vitality life insurance
Our 2024 life insurance customer satisfaction league table
| Brand | Logo | Overall satisfaction | Customers who’d recommend | Review | Link |
|---|---|---|---|---|---|
| Zurich |  | ★★★★★ | 92% | Zurich’s options for life cover include life insurance and life insurance with critical illness. There are often perks such as shopping vouchers when you sign up. Zurich topped our customer satisfaction league table this year, scoring 4.6 out of 5 stars overall, with 92% of its customers recommending it. | View deals |
| Vitality |  | ★★★★★ | 89% | It’s hard to miss Vitality’s bright pink branding. Vitality offers life cover and income protection, as well as illness cover. Its overall customer satisfaction score was 4.6 out of 5 stars, with a “would recommend” score of 89%. | View deals |
| AIG |  | ★★★★★ | 91% | AIG offers a wide range of options for life insurance cover, including life and critical illness policies. AIG scored 4.5 out of 5 stars for overall satisfaction, with respondents in our survey praising the provider’s “helpful” customer service. | View deals |
| Aviva |  | ★★★★★ | 88% | The largest general insurer in the UK, Aviva offers life insurance, critical illness cover and over-50s life insurance, as well as income protection cover. The company got 4.4 out of 5 stars from its customers in our poll. | View deals |
| SunLife |  | ★★★★★ | 86% | SunLife’s roots go back to 1810. It specialises in products for people aged 50 and over. The company scored 4.4 out of 5 stars for overall satisfaction, with respondents in our survey citing the brand’s “reliable” customer service. | View deals |
| Scottish Widows |  | ★★★★★ | 85% | Scottish Widows was founded in the early 1800s. It offers life cover and critical illness cover. The brand got 4 out of 5 stars for overall customer satisfaction. | View deals |
| Direct Line |  | ★★★★★ | 83% | Direct Line has several options for life insurance, including a specialist over-50s life insurance policy for customers. Cover is provided by AIG. Direct Line scored 4 out of 5 stars for overall satisfaction. | View deals |
| LV= |  | ★★★★★ | 80% | LV= offers life insurance, critical illness cover and income protection. It got an overall satisfaction score of 4 out of 5 stars. Its customers in our survey said the company was easy to contact and communicate with. | View deals |
| Legal & General |  | ★★★★★ | 81% | You can get life insurance with the option to add critical illness cover through Legal & General. The maximum age for applying for critical illness cover is 67. It often offers gift cards when you sign up. Its customers in our survey scored the brand 3.9 out of 5 stars. | View deals |
| Canada Life |  | ★★★★★ | 84% | Canada Life offers level cover, increasing cover and decreasing cover life insurance. You have to apply via a financial adviser. Canada Life scored 3.6 out of 5 stars for overall customer satisfaction. | View deals |
Customer satisfaction ratings methodology
In December 2023, we ran a customer satisfaction survey that questioned 750 people about their opinion of their life insurance provider.
The survey asked respondents how satisfied they were with their current life insurance company (on a scale from 1 to 5), and also whether they would recommend that provider to a friend. We turned the results into overall customer satisfaction scores (out of 5 stars), and the two top-performing brands were the winning and highly commended companies in our awards. If there was a draw in the overall customer satisfaction score, we used the recommendation score (the percentage of customers who said they would recommend the brand to a friend) as a tie-breaker.
Full details of our customer satisfaction ratings for this sector are on the insurance ratings methodology page.
Insurance ratings
★★★★★ — Excellent
★★★★★ — Good
★★★★★ — Average
★★★★★ — Subpar
★★★★★ — Poor
The customer satisfaction star rating is based on a survey of 750 customers carried out in December 2023.
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