Consumer satisfaction with insurance companies has returned to its highest level since records began, according to new data from the Chartered Insurance Institute (CII), with both individual customers and small businesses reporting improved experiences across the board.
The latest CII Public Trust Index found overall consumer satisfaction rose to 86% in the first quarter of 2026 – matching the record set in 2023 Q4 and marking the second consecutive survey in which insurers performed better across all nine measured themes. The survey has tracked public sentiment since 2019.
The sharpest improvements were recorded in the areas of loyalty, confidence, and ease of doing business. Although loyalty – broadly defined as receiving a fair deal – remains the theme consumers most want to see improved, it has now fallen to a historical low for the third consecutive wave, suggesting growing public confidence that the industry is closing the gap.
Satisfaction with travel insurance reached 88%, its highest ever recorded figure, while dissatisfaction with buildings and contents policies fell to just 2% – also a record low. Results were consistent across generations, with all age groups – those aged 18–34, 35–54, and 55 and over – each registering satisfaction at 86%.
Satisfaction among small and medium-sized enterprises (SMEs) also climbed to a series high of 84%, up 2 percentage points from the previous survey. SMEs reported the most notable progress in how insurers handled claims, particularly in areas of control and respect.
Despite the positive findings, both consumers and SMEs identified steps insurers could still take to strengthen trust further. These included offering loyalty discounts, ensuring premiums do not rise simply because a customer is no longer new, and providing clear explanations of policy terms.
CII group policy and public affairs director Matthew Connell (pictured above) said the results pointed to a broader shift in how the industry was engaging with its customers.
“The latest results indicate that insurers are making meaningful progress in addressing the issues that matter most to consumers and SMEs,” he said. “Rising satisfaction across every theme demonstrates the commitment to clearer communication, fairer outcomes, and stronger long-term relationships.”
Connell also pointed to efforts by insurers to eliminate the so-called “loyalty penalty” – a practice in which existing customers had effectively subsidised cheaper rates for new ones – as a key driver of recovering trust, noting the change had come four years after the Financial Conduct Authority introduced new pricing rules.
