Finder Life Insurance Customer Satisfaction Awards 2023

Welcome to the Finder Life Insurance Customer Satisfaction Awards 2023.

We asked customers of the UK’s major life insurance companies about their experience and whether they’d recommend their insurer to a friend or family member. We crunched the numbers to decide our Finder Life Insurance Customer Satisfaction Awards 2023.

The winners

You can see our winners below as well as a full table of the results. The winners are based on both overall satisfaction scores (star ratings) and recommendation scores (the percentage of customers who said they’d recommend the brand to a friend). More on this below.

Life Insurance Customer Satisfaction Winner

Scottish Widows

Scottish Widows was founded in the early 1800s and has around 6 million customers. It offers life cover and critical illness cover. Customers said the brand was trustworthy, reliable and easy to deal with. In our survey, 82% of customers said that they would recommend Scottish Widows.

Read our review of Scottish Widows life insurance

Life Insurance Customer Satisfaction Highly Commended

SunLife

SunLife’s roots go back to 1810. It specialises in products for people aged 50 and over, with the maximum age for cover being 85. In Finder’s survey, 81% of customers said that they would recommend SunLife.

Read our review of SunLife life insurance

Our 2023 life insurance customer satisfaction league table

Overall satisfaction	Customers who’d recommend	Insurer	Review
★★★★★	82%		Scottish Widows was founded in the early 1800s and has around 6 million customers. It offers life cover and critical illness cover.	View deals
★★★★★	81%		SunLife’s roots go back to 1810. It specialises in products for people aged 50 and over, with the maximum age for cover being 85.	View deals
★★★★★	78%		Aegon offers life insurance, critical illness and income protection.	View deals
★★★★★	77%		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.	View deals
★★★★★	76%		It’s hard to miss Vitality’s bright pink branding. Vitality offers life cover and income protection as well as 2 types of illness cover.	View deals
★★★★★	74%		Royal London has 5 different types of life insurance policies on offer, including one for people aged 50–80. It also offers critical illness and income protection cover.	View deals
★★★★★	74%		The Post Office has over 370 years of service in the UK. It offers more than 170 products and services to customers every day and has more than 11,500 branches nationwide. As a widely trusted brand, 74% of customers said they would recommend it.	View deals
★★★★★	74%		LV= offers life insurance, critical illness cover and income protection.	View deals
★★★★★	74%		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 shopping vouchers when you sign up.	View deals
★★★★★	72%		Zurich offers life insurance and life with critical illness as its options for life cover. There are often perks such as shopping vouchers when you sign up.	View deals
★★★★★	67%		AIG offers a wide range of options for life insurance cover, including life and critical illness policies.	View deals
★★★★★	68%		Direct Line has several options for life insurance, including a specialist over-50s life insurance policy for customers aged 50–85. Cover is provided by AIG.	View deals
★★★★★	57%		Canada Life offers level cover, increasing cover and decreasing cover life insurance. You have to apply via a financial adviser.	View deals

Customer satisfaction ratings methodology

In December 2022, we ran a customer satisfaction survey on insurance providers and other financial service companies; 1,587 people told us about their life insurance provider.

The survey asked respondents how satisfied they were with their current insurance company (on a scale from 1 to 5), and also whether they would recommend the brand to a friend. We turned the results into star ratings and shortlisted the top-performing brands for our awards. When there was a draw, 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 star ratings for this sector are on the insurance ratings methodology page.

Written by

Zoe Stabler DipFA

Senior writer

Zoe was a senior writer at Finder specialising in investment and banking, and during this time, she joined the Women in FinTech Powerlist 2022. She is currently a senior money writer at Be Clever With Your Cash. Zoe has a BA in English literature and a Diploma for Financial Advisers. She has several years of experience in writing about all things personal finance. Zoe has a particular love for spreadsheets, having also worked as a management accountant. In her spare time, you’ll find Zoe skating at her local ice rink. See full bio

Zoe's expertise

Zoe has written 156 Finder guides across topics including:

• Share dealing
• Reviews and comparisons of trading platforms
• Robo-advisors
• Pensions
• Banking