1. Aviva
- Founded: 2000 (through a merger of Norwich Union and CGU)
- Headquarters: London
- Specialties: Life insurance, general insurance, pensions, and investment products
Aviva is the largest general insurer in the UK and one of the biggest players in life insurance. With a customer-centric approach, it serves over 18 million people across the UK. Known for its strong digital services and sustainable investment focus, Aviva continues to lead the way in innovation and customer satisfaction.
2. AXA UK
- Parent Company: AXA Group (France)
- Headquarters: London
- Specialties: Car, home, health, and business insurance
AXA UK is a subsidiary of the global AXA Group. It has established a solid reputation for reliable service, flexible coverage, and comprehensive business insurance solutions. AXA also invests heavily in digital transformation and AI to streamline claims and underwriting.
3. Legal & General
- Founded: 1836
- Headquarters: London
- Specialties: Life insurance, pensions, retirement, investment
Legal & General is one of the most trusted names in UK financial services. A leader in life insurance and pension planning, it also plays a major role in funding affordable housing and infrastructure projects across the UK. Its long-standing legacy and customer-first approach make it a popular choice among families and retirees.
4. RSA Insurance Group
- Founded: 1710 (Royal & Sun Alliance)
- Now Owned By: Intact Financial Corporation (Canada)
- Specialties: Commercial and personal insurance
RSA is known for its vast underwriting expertise and focus on property, casualty, and specialty insurance. It operates under various brands and serves both personal and corporate clients. Though it was acquired by Canada’s Intact Financial in 2021, RSA continues to operate under its trusted name in the UK.
5. Direct Line Group
- Founded: 1985
- Headquarters: Bromley, London
- Brands: Direct Line, Churchill, Green Flag
- Specialties: Motor, home, pet, and business insurance
Direct Line revolutionized the insurance industry by being the first to sell insurance directly over the phone. Today, it’s known for competitive pricing, quick claims processes, and robust roadside assistance via Green Flag. It remains a major player in the digital insurance space.
6. Zurich Insurance UK
- Parent Company: Zurich Insurance Group (Switzerland)
- UK Operations Since: 1922
- Specialties: Life, general, and commercial insurance
Zurich offers a full range of insurance services tailored to both individuals and businesses. It’s especially strong in risk management and has been recognized for its environmental and social governance (ESG) leadership. The company emphasizes sustainability and customer service excellence.
7. LV= (Liverpool Victoria)
- Founded: 1843
- Headquarters: Bournemouth
- Specialties: Car, home, travel, and life insurance
LV= is one of the UK’s most beloved insurance brands, with a high level of customer trust. Known for value-for-money policies and strong customer support, LV= has received numerous awards in customer satisfaction and car insurance.
8. Admiral Group
- Founded: 1993
- Headquarters: Cardiff
- Specialties: Motor, home, travel, and pet insurance
Admiral has grown into one of the UK’s largest car insurance providers. Its multi-brand strategy includes Elephant, Diamond, and Bell. Admiral is also highly rated for innovation, offering multicar discounts and flexible policy options.
9. Saga
- Founded: 1951
- Target Market: Over-50s
- Specialties: Car, home, travel, and health insurance
Saga caters specifically to the over-50s demographic, offering tailored insurance policies and additional benefits such as unlimited travel cover or medical screening. It’s particularly strong in cruise travel and retirement planning services.
10. Vitality
- Founded: 2004 (in the UK)
- Parent Company: Discovery Holdings (South Africa)
- Specialties: Health, life, and wellness-focused insurance
Vitality is known for its innovative model that rewards healthy living. Through partnerships with Apple, Fitbit, and other brands, policyholders can earn incentives by staying active. It’s a major disruptor in the life and health insurance space.
11. Bupa UK
- Founded: 1947
- Headquarters: London
- Specialties: Private health insurance and healthcare services
Bupa is one of the UK’s top private health insurers and also operates hospitals, clinics, and dental practices. It offers a wide range of plans including mental health and international coverage, making it a top choice for premium healthcare.
12. Allianz Insurance UK
- Parent Company: Allianz Group (Germany)
- UK Operations Since: 1905
- Specialties: Commercial insurance, pet insurance, motor, and property insurance
Allianz is a global leader and operates several subsidiaries in the UK, including Petplan (a top pet insurance brand). It focuses heavily on commercial risk and mid-size to large enterprise insurance.
13. NFU Mutual
- Founded: 1910
- Headquarters: Stratford-upon-Avon
- Specialties: Farming, rural, business, and personal insurance
NFU Mutual started out serving farmers and rural communities, and it remains loyal to this base while expanding into personal and commercial insurance. It’s well-regarded for personalized service and strong local branch support.
14. Hiscox
- Founded: 1901
- Headquarters: London
- Specialties: Niche insurance for small businesses, high-net-worth homes, and art collections
Hiscox is a specialist insurer known for tailored solutions. Whether it’s covering a tech startup’s cyber liability or a private collector’s fine art, Hiscox offers premium solutions for complex risks.
15. AIG UK
- Parent Company: American International Group (USA)
- UK Presence Since: 1950s
- Specialties: Life, business, and travel insurance
AIG has a robust offering of individual and corporate insurance products. It’s particularly strong in risk management and global corporate policies, making it a preferred provider for multinational businesses.
16. Scottish Widows
- Founded: 1815
- Part of: Lloyds Banking Group
- Specialties: Life insurance, pensions, and investments
Scottish Widows has a rich heritage of helping customers plan for the future. With a strong pension and investment portfolio, it’s a trusted brand for retirement planning and life cover solutions.