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 3 million drivers across Europe count on us. And now we’re helping UK drivers too.

3M+ happy drivers

and counting

9 years

of protecting you

1,000+ 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 decide 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

Nick Ielpo UK country manager
Uk team members

Our people

A team based in London

We’re now a global company, over 1,000 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.

Backed by global giants

In 2018, we received over €100 million of investment thanks to Goldman Sachs and Blackstone. And in 2022, Carlyle also joined our shareholders. With their support, we’re growing fast.

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 3 million drivers who count on us

Get comprehensive cover from as little as £200 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 71-73 Carter Lane, London, England, EC4V 5EQ. We’re the appointed representative of Pro MGA Solutions Ltd, who is authorised and regulated by the Financial Conduct Authority (FCA) under reference number 770419. 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 P.O. Box 1338, First Floor Grand Ocean Plaza, Ocean Village, Gibraltar.