NFU Mutual named Insurance Brand of the Year by UK consumer body Which?

1 June 2018


ICMIF member NFU Mutual has been named Which? Insurance Brand of the Year 2018 for the fourth year running in the UK consumer body’s annual awards (announced at the end of May). The Which? Awards give recognition to UK organisations that Which? and its members believe offer exemplary products and customer service to UK customers.

Lindsay Sinclair, Group Chief Executive of NFU Mutual said: “I am absolutely delighted to announce that NFU Mutual has been named Which? Insurance Provider of the Year 2018. This is excellent news and we won’t be slow to highlight this success when we target new customers. Which? is a highly regarded organisation that really does influence consumers’ choices.”

Speaking about the award, Which? said that NFU Mutual impressed with its great levels of cover – the best in analysis carried out by the consumer body. NFU Mutual has been a Which? Recommended Provider for home and car insurance since awards for these categories began in 2010.

ICMIF Chief Executive, Shaun Tarbuck, congratulated NFU Mutual saying: “NFU Mutual is known for the way that the organisation looks after its customers and this is great recognition of what everyone at NFU Mutual works so hard to achieve. I congratulate Lindsay Sinclair, Chief Executive, and his entire team on this well-deserved award”.

Winners of the Which? awards are chosen by an expert panel, based on Which? independent esearch and testing as well as the views of Which? members and the general public.

A number of other UK financial mutuals also received recognition for offering great products and customer service in the Which? Awards.

Other mutuals recognised in the insurance provider of the year category were John Lewis Financial Services and LV= and in the banking category were Nationwide Building Society and Coventry Building Society.

Which? says that its awards are unlike others because they are completely independent. A company can’t nominate itself, and the shortlist is chosen by the consumer body’s experts using Which? research, testing, endorsements (such as Best Buy and Recommended Provider status) and feedback from Which? members and the general public throughout the year.

Peter Vicary-Smith, Which? Chief Executive, said: ‘Consumers should be at the heart of every business. Brands that deliver excellent products and services for their customers deserve to be recognised and rewarded. ‘The Which? Awards winners list honours the commitment of those businesses that strive to meet the expectations of consumers and go above and beyond to respond to their needs.’

Which? is the largest consumer body in the UK, with more than 1.5m members and supporters.

For member-only strategic content on the cooperative/mutual insurance sector, ICMIF members have exclusive access to a range of online resources through the ICMIF Knowledge Hub.

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