Smart Money People's UK Insurance Market Report: customers associate good service with low effort
27 October 2026
Smart Money People's UK Insurance Market Report Q3 is out this week. A point of interest to mortgage brokers and advisers offering insurance services as part of the mortgage sourcing journey is that customers continue to define a good insurance experience through ease, service and fairness. They associate good service with low effort. I.e. straightforward journeys, clear information, easy policy changes and being able to access knowledgeable support when something becomes more complicated.
Here are some other key takeaways:
1. Insurance customer satisfaction remains exceptionally strong year-on-year
Overall customer satisfaction reached 4.89 out of 5 in Q3 2026, with NPS at +91.1 and customer service at 4.78 out of 5.
The bigger story is the consistency of the results. The underlying Q3 data shows that satisfaction, service, value, ease and customer outcome measures remain at very similar levels to Q3 2025.
2. Customers continue to define a good insurance experience through ease, service and fairness
Ease of doing business reached 9.65 out of 10 in Q3, while 95.9% of customers said they felt fairly treated.
The feedback suggests customers increasingly associate good service with low effort. I.e. straightforward journeys, clear information, easy policy changes and being able to access knowledgeable support when something becomes more complicated.
3. Health insurance reveals a gap between understanding cover and feeling it meets individual needs
Health insurance customers were broadly positive, although lower than the whole insurance industry average, with overall satisfaction at 4.70 out of 5 and NPS at +82.8.
However, there is a notable gap between understanding and suitability. While 94.7% understood their product details, 87.8% said the product met their needs.
4. Claims and renewals remain the moments that can make or break customer trust
Despite strong headline scores, negative feedback continues to centre on familiar areas, such as claims, renewal increases, communication and customers having to chase providers.
These moments are vitally important because they’re when customers move from simply holding a policy to relying on their insurer to deliver what they expected.
5. Value is about more than price
Price influenced 47% of customers when choosing an insurer, but other factors also played a significant role, including recommendations (34%), service (31%) and the products available (28%).
That broader view of value is reflected in the Q3 value-for-money score of 4.69 out of 5.
The feedback suggests that customers are paying attention to the quality of service, suitability of cover, ease of dealing with the provider and whether the overall experience feels worth what they paid.
https://smartmoneypeople.com/insurance-hub
Download the full report below
