Press Release

Which? names NFU Mutual Insurance Brand of the Year

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8th October 2020

Which? Awards name NFU Mutual as Insurance Brand of the Year

NFU Mutual has been named as the 2020 Which? Award winner for Insurance Brand of the Year, announced 8 October 2020.

NFU Mutual says that it owes its success to its people.

Chief Executive of NFU Mutual, Lindsay Sinclair, said: "Our commitment to customer service underpins everything that we do at NFU Mutual and we are extremely proud to have been recognised by Which? and our customers as Insurance Brand of the Year. This status recognises the everyday dedication of our employees and agency network, who make sure we are there for our customers when they need us most."

The Which? Awards celebrate and reward the very best businesses in the UK. Each year consumer champion Which? selects and publicly recognises those companies and individuals that have achieved positive change, deliver excellent products and services and consistently get it right for their customers.

Comments made by NFU Mutual customers in 2020:

Robert Neill from Milford Haven, who had an escape of water issue at their business, said: “From the first phone call to the last, NFU Mutual were very helpful and made a stressful time so much less stressful. I can’t thank them enough.”

Tim Crisford from Winfrith Newburgh, Dorchester, who made a claim for accidental damage on his home insurance, said: “Very helpful and friendly staff, very efficient claim settlement. It was the first time I have had to make a claim and I was delighted with the whole process. Well done and many thanks to you all.”

Teresa Summerhayes of FG Summerhayes and Sons, Honiton, who had a fire at their business, said: “Honiton NFU Mutual and assessors have all been polite and professional at all times in dealing with our claim. We like the fact that we can deal with real people at a local level, most of whom we know.”

Assured Landscapes Ltd, Horley, who claimed for accidental damage, said: “During very surreal times due to Covid-19 and home working, our claim was handled exceptionally well. Please convey our thanks to all involved.”

For more than 100 years, NFU Mutual has provided quality insurance to customers, their families, and their businesses, as well as supporting the communities they live and work in.  Headquartered in Stratford-upon-Avon, the insurer aims to provide attentive, local, personal service to more than 850,000 customers through 300 agency offices situated in rural communities across the UK, and UK-based call centres.  

During April 2020, NFU Mutual committed to a £32million Coronavirus Support Package to support its customers and communities affected by Coronavirus. The support package included improvements to covers, support for those struggling financially and charitable donations.

The Which? Awards are an independent endorsement, judged by rigorous research and testing experts. There are award categories across a wide range of sectors, from retailers to cars, banks and home appliances.

NFU Mutual beat off competition from Direct Line, LV= and Saga to win the Which? Insurance Brand of the Year category for 2020.

*Based on policy renewals for 3 years ending September 2020.

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For more information contact:

Jade Devlin - Senior Press Officer
Mobile: 07967 698376 

About NFU Mutual:

NFU Mutual offers a wide range of products, including general insurance, life, pensions, and investments. These products and services are delivered through the agency network, as well as through a direct sales and service centre. With over 300 offices located in rural towns and villages throughout the UK, NFU Mutual has become part of the fabric of rural life and remains committed to serving the needs of people who visit, live or work in the countryside.

NFU Mutual is proud to deliver more than simply insurance. Making farming safer, supporting rural initiatives across the UK and helping to look after the environment are just some of the ways we do that. To find out more about everything we do to support our communities, visit