Insurance choice awards winners 2025

Last night, we celebrated the tenth annual Insurance choice awards at Plaisterers’ Hall in London, hosted by comedian Simon Evans. Recognising the very best of the industry, this year’s awards saw over 50,000 customer reviews submitted.

Saga took home the crown of ‘Best British insurance company’ based on the customer reviews on Smart Money People’s website across their suite of products, and also won ‘Best health insurance provider’. Specialist insurers Insurancewith and Collingwood Insurance Services also won headline awards, taking home the titles of ‘Customer service champion’ and ‘Treating customers fairly champion’ respectively, with Insurancewith also winning ‘Best travel insurance provider’ and Collingwood scooping ‘Best motor insurance provider’.

Meanwhile, One Call Insurance Services Limited retained their crown of ‘Best British insurance broker’, also winning ‘Best commercial insurance broker’.

Commenting on the results, Smart Money People CEO Jacqueline Dewey said: “The insurance industry provides customers with both protection and peace of mind for both themselves and their loved ones. This often means the industry deals with people who are going through a challenging, and often vulnerable moment in their lives. That’s why it’s fantastic to see so many insurers take this responsibility so seriously and not only meet, but exceed customer expectations. In particular, specialist insurers have shone in this year’s awards, underlining their dedication to understanding their niche to provide an exceptional level of service.

“These awards are driven entirely by customer feedback and reviews we receive on Smart Money People - there’s no judging panel, which makes these recognitions even more special. Both the finalists and winners should feel incredibly proud of their achievements.”

A huge thankyou to everybody who has left a review and voted in this year's awards. And thanks to all of our new entrants and returning regulars who’ve participated. 

The winners in the Insurance choice awards 2025 are:

Headline awards

• Best British insurance company – Saga
• Best British insurance broker – One Call Insurance
• Customer service champion – Insurancewith
• Treating customers fairly champion – Collingwood
• Innovation of the year – National Friendly

Insurance-specific awards

• Best motor insurance provider – Collingwood
• Best caravan cover provider – Caravan Guard
• Best cycle insurance provider – Laka  
• Best landlord insurance provider – Discount Insurance
• Best pet insurance provider – Perfect Pet Insurance (Highly commended – Scratch & Patch)
• Best motorhome insurance provider – Ripe Insurance
• Best specialist insurance provider – GJW Direct
• Best health insurance provider – Saga
• Best travel insurance provider – Insurancewith (Highly commended – Just Travel Cover)
• Best wedding insurance provider – Wedinsure 

Broker awards

• Best personal insurance broker – Lifesure
• Best commercial insurance broker – One Call Insurance

Partner awards

• Technology partner of the year - CDL
• Premium finance partner of the year – Premium Credit Limited
• Consultancy of the year – Ninety Consulting

About the Insurance choice awards

Now in their tenth year, the awards are determined by asking customers to vote for their favourite insurance provider or broker by leaving them a rating out of five and then a review on the Smart Money People website. Smart Money People also asks the customer to give a rating for customer service, NPS, value for money and whether they felt fairly treated.

The Insurance choice awards will be back in 2026!

Voting will open for the eleventh annual Insurance choice awards on 6 July 2026, so save the date.