The annual Defaqto Customer Appeal survey asks insurance consumers about the policy features they value most and least across different product lines.
The findings are made available via Matrix 360—our powerful, single-source market intelligence tool—our Insights team uses the results to review and adjust the assessment criteria for awarding Star Ratings each year.
What do UK car insurance customers really want?
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2,182 people respondents to the Car Insurance segment of the 2025 Customer Appeal survey.
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The Top 4 features haven't changed since 2024.
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Guaranteed NCD and NCD Protection were ranked as the two most essential policy features.
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New Car Replacement cover, ranked 5th in 2024 has dropped to the 7th spot, with 24-Hour Helpline taking its place.
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European Travel, SatNav Equipment and Audio Equipment were three of the least valued features.
For a deeper exploration of the complete 2025 survey findings, contact your Defaqto account manager.