ALA Insurance | About Us

We pride ourselves on giving open and honest information helping the customer every step of the way from our friendly, UK based customer support team to ensure our customers make the right decision for them.

As winners of the Best Customer Service in Financial Services at the UKCXAs 2024 and finalists of the Institute of Customer Service awards for the Customer Focus category, we are committed to provide the best in customer service.
Our agile team are always an email or phone call away, whether you speak with Charley or Megan or Jason or Charlotte or Leana – our customer support will always be best in class.

We understand buying insurance can be complex and so by treating our customers fairly by providing as much impartial information as possible; those complex questions can be easily answered.

We pride ourselves on being able to offer a calmer, kinder and better-informed insurance experience.

As an FCA regulated and authorised company we are able to offer specialist insurance policies developed with our extensive knowledge of the insurance market.

We aim to provide cover that is 100% right for every one of our customers, at a price that makes sense.

Our values

We care

We care about our work, our products, our attitude and our approach because we care about our customers. Everything we do, we do to show our customers how much we care.
We share

We want to make sure our customers know everything they need to make the best decision for them. We hide nothing, we demystify the jargon and we help our customers understand insurance. We share all our knowledge to help them make the best decision, always considered, always courteous, always conscientious.
We trust

We trust in our team, our product knowledge, our experience and our ability to identify the right insurance – it’s a trust our FCA qualified experts take into every conversation and that helps customers trust us and the information we share.

Our longstanding customers and those who visit our site for clarity on insurance products might notice something different. We decided to freshen up our brand to truly reflect who we are as a business and as people. We are still the same company and people who work behind the scenes or in our customer support team – we just look a little different.

More user friendly, clear, confident and customer-first – we hope you like the look of us as much as we do!

Happy team, happy customers

Our customer-centric company ethos all starts with happy employees. We have a unique group of people who work at ALA, from different industries who all have one thing in common – customers are at the heart of everything we do.

Thanks to this shared customer ethos, we recently were listed on The Sunday Times Best Places to Work 2025. This accolade stems from an employee survey measuring happiness, pride at work, satisfaction and wellbeing – all our scores were between 20 and 25% higher than the insurance industry standard.

We will

Provide you with clear information about the products and services we offer, including fees and charges.

We will

Not leave you hanging around – there are no long phone queues meaning you can get through to one of the team quickly.

We will

Understand your individual needs, preferences and circumstances before you purchase a suitable policy.

We will

Encourage you to ask if there is something you do not understand.

We will

Only suggest policies that we consider suitable for you – and always the most appropriate from the available options.

We will

Give you access to a formal complaints procedure should you become unhappy with our service.

Treating customers fairly

At ALA Insurance we are committed to offering our customers the highest possible standards of service.

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Defaqto

Defaqto is a leading independent financial research company in the UK focused on supporting better financial decision making.

Find out more

Award winning provider

We are the proud winners of Best Customer Service (Financial Services) and Best Employee Experience (SME) at the UKCXAs 2024 – which is a true reflection of our dedication to excellent customer support.

price

Payment options

We accept a range of payment options; VISA, Mastercard, AMEX, PayPal, Apple Pay, and Maestro. You can choose to pay in one full payment or set up a direct debit to pay monthly – whatever works for you.

Highly recommended

Our policies and customer support are recommended by automotive industry favourites such as What Car?, Honest John, The Car Expert and Autocar. (Plus our thousands of happy customers – just check out our Trustpilot, over 19,000 “Excellent” reviews!)

Insured Policies

At ALA Insurance, our insured insurance products are backed by an authorised insurer regulated by the Financial Conduct Authority (FCA), ensuring robust financial protection for our policyholders.

This means that in the unlikely event of the insurer failing, our customers are covered under the Financial Services Compensation Scheme (FSCS). Unlike uninsured schemes, where financial backing comes solely from the provider, our policies offer the added security of an external, regulated insurer—giving you peace of mind when you need it most.

Why use ALA?

Our payout rate on GAP insurance claims is 99%!

We have nearly 20,000 reviews on Trustpilot rating us 4.9 stars – which is an “Excellent” rating. We are also #1 on Trustpilot’s top rated insurance companies.

We use good security-rated insurers that provide long-term support and excellent claims handling.

Securely process your purchases via our website or speak to one of our experienced customer support team.

Fully FCA authorised and regulated with UK underwriters we have the ability to offer an extensive range of products to suit you.

Extensive market knowledge and experience in offering GAP Insurance, Warranty and other specialist automotive insurances.

Information and support on all products from our salaried UK based customer support team. None of the team work on a commission basis – which means the conversations you have are neutral. No pressure to buy, no pressure to sell.

Customer Testimonial

“This company, and all the people who work there, are unfailingly polite, conscientious, thoughtful and considerate.

My son had a very bad accident 10 years ago in a brand new car with only 1,500 miles on the clock and ALA paid out the balance promptly and in a friendly manner, sufficient that we could purchase the exact same new car again, which would not have been possible with the sum offered by the insurer.

I have continued to use ALA for all my cars since. Most recently they discovered that 12 months prior, I had input incorrect information on my current vehicle, which would normally have made me ineligible to renew. Olivia and the underwriters at ALA immediately offered to undo and rejig my mistake in order that I could legitimately continue cover! Unbelievable.

It was like phoning a friend that wanted to help you, not just a company that was a stranger.

Thank you very much.”

Louise, 2023

Find out more about ALA Insurance

Insurance from the kind kind, not the pushy kind.

Our values

Happy team, happy customers

We will

Provide you with clear information about the products and services we offer, including fees and charges.

We will

Not leave you hanging around – there are no long phone queues meaning you can get through to one of the team quickly.

We will

Understand your individual needs, preferences and circumstances before you purchase a suitable policy.

We will

Encourage you to ask if there is something you do not understand.

We will

Only suggest policies that we consider suitable for you – and always the most appropriate from the available options.

We will

Give you access to a formal complaints procedure should you become unhappy with our service.

ALA Careers

Treating customers fairly

Defaqto

Award winning provider

Payment options

Highly recommended

Insured Policies

Why use ALA?

How you can help us

Step 1

Have as much information about your vehicle readily available

Step 2

If you are contacting us about a current or past policy; please have your policy reference to hand

Step 3

We love to get feedback. Leave us a review on Trustpilot or share your feedback with us via email; info@ala.co.uk

5 Star Policies

Customer Testimonial

What our customers say