NFU Mutual named Which? Insurance Brand of the Year

24 May 2022

NFUM staff walking through grounds. Internal photoshoot 2018

UK ICMIF member NFU Mutual has again been named the 2022 Which? Insurance Brand of the Year. The mutual insurer, which won Insurance Brand of the Year in 2020, has been a Which? Recommended Provider for car and home insurance for over a decade, was commended for its “exemplary service, demonstrated by its customer service and claims scores.”

NFU Mutual offers a wide range of products, including general insurance, life, pensions, and investments. These products and services are delivered through its network of NFU Mutual Agent offices, as well as through direct sales and service centres. With 295 local businesses located in rural towns and villages throughout the UK, NFU Mutual has become part of the fabric of rural life and remains committed to serving the needs of its members nationwide. NFU Mutual is proud to deliver more than simply insurance. Making farming safer, supporting rural initiatives across the UK and helping to look after the environment are just some of the ways the mutual insurer does this.

Nick Turner, Group Chief Executive of NFU Mutual, said: “We are delighted to have won the title of Insurance Brand of the Year 2022 awarded by Which? How we’re seen by groups like Which? reinforces what our customers already know: the true test of an insurer is how much it cares and offering an exemplary service when it matters most.

“An award of this nature is testament to the hard work undertaken by our employees and the Agency Network who make sure we are there for our customers when they need us. I would like to thank them all for their ongoing dedication and commitment to delivering an outstanding experience for our customers, time and time again.”

Which? Chief Executive, Anabel Hoult, said: “The Which? Awards recognises brands that consistently get it right for their customers, and this year that Which? endorsement is proving to be more powerful than ever.

“When Which? looks at key measures of the service provided by insurers, NFU Mutual is the clear winner. For both car and home insurance, it achieved the highest customer score and claims score of all brands tested. We’re pleased to be able to recognise NFU Mutual as the 2022 Which? Insurance Brand of the Year.”

This recognition follows NFU Mutual again being recently named as one of just 41 ‘Gallup Exceptional Workplaces’ in 2022. The international Gallup Exceptional Workplace award is evaluated carefully by a panel of judges and given only to organisations that meet rigorous standards of employee engagement. The award requires entrants to clearly evidence how they fuel business performance through an engaged workforce.

NFU Mutual builds on an existing reputation as an exceptionally engaged workforce, having achieved frequent award recognition from Gallup in previous years (the rural insurer a seven-time winner of this global accolade).

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.

Scroll to Top