Great value cover,
made to suit you
Take your pick from our fully comprehensive car insurance plans. Get covered from as little as £254.*
Our promise
Car insurance that puts you first
Back in 2015, we set about making car insurance simpler, fairer and more affordable for drivers. We used the latest data and technology, to understand exactly what you want and deliver it in one smooth online experience. Today, our cover’s trusted by millions across Europe.
5M+
happy drivers
5 star
Defaqto rated
24/7
claims support
Why choose Prima?
Easy-to-understand policies
We make it easy to understand what’s covered and if you can make a claim.
Here when you need us
Talk to a real person whenever things go wrong on the road, thanks to our 24/7 claims team.
Always great value
We use the latest tech to keep costs low. Then we pass on these savings to you.
Common questions
Find answers to the things that drivers often ask us here and in our Help Centre.
The Prima story may have started in Italy.
But Prima UK (or Prima Subsidiary Ltd, as we’re more officially known) serves you from our offices in London and Manchester.
Here are a few good things to know:
- We’re authorised and regulated by the UK’s Financial Conduct Authority (reference 1031191)
- We’re registered in England, under company number 12728615
- Our registered office is Alto Building, 30 Stamford Street, London, SE1 9LS
We know the value of speaking to a real person, especially when things go wrong on the road. So our friendly, London-based team is here to help you. You can:
- with us (for the fastest response)
- Email [email protected]
- Call 020 3318 9745
Yes. When you buy a car insurance policy with us, you can personalise your cover, by adding extras like:
- RAC breakdown cover
- Motor legal cover
- No claims protection
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.