We’re Prima

We bring drivers a great experience and great price on their car insurance.

A growing favourite among drivers

Our story began in Italy in 2015.

We decided to make car insurance simpler for drivers. That meant no confusing small print and claims procedures. Just honest and affordable cover, you could actually rely on.

Today over 2.5 million drivers count on Prima. And following our success in Italy, we’re now bringing our insurance to the UK.

  • 2.5M+


  • 9 years

    in business

  • 700+


TrustScore 4.6

Putting drivers like you first

We invest in only the best people, tech and data to create efficient insurance policies. That means we keep our costs low – and we pass on these savings to you.

We understand what you want

We make decisions based on real driver data and feedback.

We invest in the best people

We hire people with the skills to deliver what drivers want.

We keep improving

We use the latest tech to make life better for drivers.

Backed by global giants

We’re backed by some of the most trusted financial institutions in the world: Goldman Sachs and Blackstone. And thanks to over €100 million of investment, we’re fast becoming one of Europe’s biggest names in car insurance.

Blackstone logo

The Blackstone Group is one of the largest investment firms in the world.

Goldman Sachs logo

The Goldman Sachs Group is one of the largest investment banking enterprises in the world.

A European success story


Founded in Italy

Our founders had one goal: to bring drivers simpler, more affordable car insurance.


Backed by global giants

Thanks to our early success, we gained over €100 million of investment from Goldman Sachs and Blackstone.


Grew fast

Within four years, over half a million drivers were insured through us.


Launched here in the UK

Now we’re bringing our insurance to the UK’s 49 million drivers.

Don’t just take our
word for it

Deloitte technology fast 500

Deloitte's technology fast 500

We were named Europe’s eighth fastest-growing tech firm in 2019.

Great Place to Work Italy

Great Place To Work certified

We’re officially one of the best Italian companies to work for.