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.
![Image: Supplied Picture not described](https://www.finder.com/finder-us/wp-uploads/sites/3/2024/01/Winner-Life-Insurance-Customer-Satisfaction.png)
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
![Image: Supplied Picture not described](https://www.finder.com/finder-us/wp-uploads/sites/3/2024/01/HC-Life-Insurance-Customer-Satisfaction.png)
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.
More guides on Finder
-
GoHenry vs Starling Kite: Find out which app is better
Learn more about GoHenry and Starling Kite and find out which is the better prepaid card option for your child.
-
Fixed-rate ISA calculator: Should you switch to a better rate?
Our fixed-rate ISA calculator estimates whether paying the get-out penalty on your ISA is worth it to open a new one at a better rate.
-
The ‘single tax’ revealed: What’s the true cost of being single?
Recent estimates suggest that over 8 million people live alone in the UK, so we’ve crunched the numbers to find the cost of being single.
-
Monzo’s new children’s account for under-16s, launching in 2024: What we know
Monzo is getting in on the cards-for-kids action. And this one is free. Get ready to dish out the Monzos, mum-zos!
-
Bank of Scotland switch offer
Before you switch accounts to Bank of Scotland, check to see if you can grab a juicy switch bonus.
-
Halifax Building Society switch offer
Learn all about how to get the latest switching offer from Halifax.
-
Nationwide Building Society switch offer
Learn all about how to get the latest switching offer from Nationwide.
-
Volvo XC40 insurance group
Find out the cost and car insurance group of a Volvo XC40, and see how much you could pay based on age, location and model.
-
Mini Cooper S insurance group
Find out the cost and car insurance group of a Mini Cooper S and see how much you could pay based on age, location and model.
-
Smart car insurance group
Find out the cost and car insurance group of a Smart car, and see how much you could pay based on age, location and model.