We’re Prima
We’re driving change in car insurance, to bring you a great experience at a great price.
Prima at a glance
Doing car insurance differently
Since 2015, we’ve been on a mission to make car insurance simpler, fairer and more affordable. Already, over 5 million drivers across Europe count on us. And now we’re helping UK drivers too.
5M+ happy drivers
and counting
10 years
of protecting you
1,400+ people
on our team
London team
serving our UK drivers
Our mission
Putting drivers first
“For us, Prima has always been about putting you first.
We started out in Italy, because we didn’t like the way traditional companies were doing car insurance. The policies were confusing. The prices were high. The service often felt cold and slow.
So we decided to change things, by combining time-saving, cost-cutting technology with a friendly, human touch.
Now we bring millions of drivers across Europe a great experience at a great price. And I’m excited to be leading our UK team based in London, as we set out to help you and millions more.”
Nick Ielpo,
Prima UK Country Manager
Our people
A team based in London
We’re now a global company, over 1,400 people strong. And we have our own UK team serving you from London. Together, we work to make things happen and do right by our drivers.
What makes us Prima?
Here’s what sets us apart from traditional car insurance providers.
Great price
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Great experience
We aim to make things fast, fair and straightforward, with an easy-to-understand policy and real human support.
Great people
We invest in only the best people to serve you, people who share our passion for making insurance better.
Our story
We’re just getting started
We’ve already made big changes in the world of insurance. And we’re not stopping yet.
2015
We launch in Italy
We set out to change car insurance and provide drivers with a great experience at a great price.
2018
€100M gets invested in us
Thanks to our early success, we win the support of big name investors: Goldman Sachs and Blackstone.
2020
We celebrate 1M drivers
In just five years, we earn the trust of over a million drivers and become Italy’s number one online insurance provider.
2022
We take Prima global
We set up our own teams in the UK and Spain, to help millions more drivers across Europe.
2025
We turn 10
We proudly celebrate 10 years of Prima in Europe and become part of the AXA Group.
Growing a talented team
We couldn’t do what we do without our people. And as we grow across Europe, our team is growing too. If you’re someone who likes making things happen, you could help shape the next chapter of our story.
Racing with MotoGP champions
We're proud to sponsor Prima Pramac Racing, the champion MotoGP team. We're united not just by a name, but also our greatest passions: technology, talent and teamwork.
Join over 5 million drivers who count on us
Get comprehensive cover from as little as £254 a year.*
The official bit
We’re Prima Subsidiary Ltd, trading under the name of Prima. We’re registered under the company number 12728615. Our registered office is Alto Building, 30 Stamford Street, London, SE1 9LS. We’re authorised and regulated by the Financial Conduct Authority (FCA) under reference number 1031191. We sell car insurance that’s underwritten by Alwyn Insurance Company Limited (registered company number 106261). Alwyn is authorised and regulated by the Gibraltar Financial Services Commission and registered to Suite 3A-C, Leisure Island Business Centre, 23 Ocean Village Promenade, Ocean Village, Gibraltar, GX11 1AA.
*10% of our new customers paid £254 or less for Prima car insurance in January 2026.