From quote to purchase went without issue so that was the easy bit. The only problem I had was with the payment. I had to ask for the code to complete the payment several times because the instruction... See more
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Review summary
Created with AI, based on recent reviews
What people talk about most
Reviews shaping this summary
I took out motor insurance and breakdown. I contacted via what’s app chat to change breakdown policy to include home start. The bot put me through to an agent who told me the policy cannot be changed... See more
I needed to update my car details and chatted to a very helpful young lady called Annie. Knowledgeable, supportive and friendly, Annie patiently helped me through the process advising me step by st... See more
Company replied
I would like to give Prima a five-star rating for the help I received. As an older customer, I can only praise the help and understanding I received when setting up my car insurance. The person who he... See more
Company replied
Company details
- #52 of 69 best companies in Car and Motor Insurance Agency
Written by the company
Prima’s been delivering great value car insurance since 2015. Originally founded in Italy, it’s now trusted by over 2.6 million drivers across Europe. Expect one comprehensive yet easy-to-understand policy. And if you ever need help, there’s a London-based support team and 24/7 claims line. Find out more about us at helloprima.co.uk
Contact info
United Kingdom
- helloprima.co.uk
4.4
Excellent
5K reviews
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car insurance
it was very easy and cheap quotes provided. i was really happy with the service provided.
6 May 2026
May use AI-assist with repliesRead more
At Trustpilot, it's all about human content. This business can also access our AI-assisted response tool which helps them draft replies.
Not good customer service
Prima and me for history of a non existent claim so I didn't know what they were talking about, I tried to contact them but couldn't get past the chat bot with pre set answers, as they had taken my money but I wasn't sure if i was insured i cancelled and they charged me for the cancellation.
23 April 2026
Unprompted review
Reply from Prima
Hi there,
First off, we appreciate your feedback. And we're sorry that you found our Prima Bot unhelpful and frustrating.
To allow us to help more customers faster, we've designed Prima Bot to provide answers to quick questions or transfer you to a human agent. So rest assured that I've passed you feedback on to the team and we'll be looking into what went wrong here.
In the meantime, if you'd like to discuss this further, we're here to help. You can find lots of ways to contact us, including over the phone and on WhatsApp, at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Ijeoma
People are more helpful than bots
Once I got past the bot and started talking to an adviser, it was quick and easy to change my policy.
8 May 2026
Unprompted review
Very helpful! I'm not technically clever but there…
I'm not technically clever but there was plenty of online staff to guide me,yes it took all afternoon to get insurance to no fault of Prima at each step they guided me, well done to all 7 being patient
8 May 2026
so far so good v.
so far so good v.
unlike some other sites it was simple to do.
needed to confirm one issue by phone and again unlike some sites it did not take too long
8 May 2026
Unprompted review
You are cancelling a policy for no…
You are cancelling a policy for no reason, just tried to speak to some moron on the phone are you all mentally ill ?
8 May 2026
Reply from Prima
Hi John,
We're sorry that you're feeling frustrated and confused.
We never like having to cancel someone's insurance with us. But we've contacted you multiple times to ask for some additional documents to verify the information on your policy. Unfortunately, without these documents, we can't continue to cover you.
If you'd like to discuss this further, our team is here to help. Please reach out to us at: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Annie
Prima a five-star service.
I would like to give Prima a five-star rating for the help I received. As an older customer, I can only praise the help and understanding I received when setting up my car insurance. The person who helped me was incredibly understanding and went above and beyond. Again, thank you for the help.
7 May 2026
Reply from Prima
Hi Chris,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that Nassima was able to help you.
Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/)
All the best,
Vernon
They make it virtually impossible to…
They make it virtually impossible to cancel. You have to go through an inordinate amount of drivel to actually get through to someone. One of the most annoying experiences ever. Forever hit with useless bots. Will never ever use them again!
8 May 2026
Unprompted review
Reply from Prima
Hi Peter,
We know how important it is to get help quickly when you need it. So we're sorry that you had some issues getting through to us.
To allow us to help more customers faster, we've designed our Prima Bot to handle simple questions or pass you to the right human member of our team. Rest assured though that we're always looking to improve the way Prima Bot works and we've taken all your feedback on board.
I understand that, since posting this, you've spoken to our team over the phone. But if you'd like to discuss this further, please don't hesitate to get back in touch.
All the best,
Shanti
Reply from Prima
Hi Hillary,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it really means a lot when we get feedback like this.
Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/)
All the best,
Zulaikha
Update from yesterday
Update from yesterday, where Prima cancelled my cover, without reason and stated that they would withhold £50 of the refund, they just helped themselves to £75!
The people at Prima hide behind a wall of bots which go round in circles so they do not have to speak to you, in person.
I have been mugged, please don't let it happen to you.
7 May 2026
Unprompted review
Automatic renewal
Automatic renewal, easy peasey. Checked that it was renewed with Joel after getting no claims proof for another insurance agent.
Very reasonable price to renew and very competitive
7 May 2026
Unprompted review
Reply from Prima
Hi there,
Thanks so much for the five stars.
It's our mission to provide easy and great value car insurance so it is great to hear that the experience was simple for you.
Remember, we're always happy to help if you need us. Just call or reach out using our contact page. (https://help.helloprima.co.uk/hc/en-gb/p/contact_us)
All the best,
Cameron
It seemed a bit dodgy…
It seemed a bit dodgy when you get given a price for a years insurance, and then it jumps 5% just before you input the card details!
I guess they hope most people shrug and just pay the small difference, but it’s not a good look…
7 May 2026
Unprompted review
Reply from Prima
Hi Zak,
Thanks for taking the time to leave a review.
So we can look into what's happened here for you, could you please reach out with your full name and policy number? Just go to: https://help.helloprima.co.uk/hc/en-gb/articles/18225717779345-How-do-policy-add-ons-work.
All the best,
Ellie
Needed to change car insurance for a…
Needed to change car insurance for a new car. Although, it wasn't possible to insure my new vehicle, everything was very professional
7 May 2026
Unprompted review
Olive was extremely helpful
Olive was extremely helpful, polite and professional. Dealt with my policy change in a matter of minutes.
7 May 2026
Unprompted review
Reply from Prima
Hi there,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that Olive was able to help you.
Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/)
All the best,
Gemma
Easy and cheap to switch cover to my new car
I am picking up a new car in a few days' time, so needed to transfer my cover to the new car. This was an easy and relatively painless process via a combination of chatbot and chat with a human, and the new price was good too.
7 May 2026
Unprompted review
Reply from Prima
Hi David,
First of all, thanks so much for your review.
We take pride in delivering excellent customer service. So it’s great to hear that we were able to help you.
Remember that our UK-based customer service team’s on hand if you ever need help again. For the fastest response, reach us on live chat at helloprima.co.uk (http://helloprima.co.uk/)
All the best
Olive
Reply from Prima
Hi Janet,
First off, thanks for taking the time to share your feedback.
It’s great to hear you’re impressed with our prices. Great value cover is exactly what we strive to deliver here at Prima.
If you ever need our help, we’re always here for you. For the fastest responses, reach out to us using our contact page. (https://help.helloprima.co.uk/hc/en-gb/p/contact_us)
All the best,
Annie
By doing all the nessasery information you require on line it seemed to have made the actual process of changing my registration over so easy
By doing all the nessasery
7 May 2026
Unprompted review
DONT USE
Honestly, trust me, just don’t use them. Awful company, lack of replies etc.
7 May 2026
Unprompted review
Reply from Prima
Hi Maya,
We're sorry that you're unhappy with your Prima experience.
So we can better understand what's gone wrong and look into this for you, could you please reach out with your full name and policy number?
Go to: https://help.helloprima.co.uk/hc/en-gb/p/contact_us.
All the best,
Funmi
You were the best of the bunch.👏
6 May 2026
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