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Proven industry leading products

We are the market leading insurance provider.

Insurance cover crafted with kindness, expertise, care and the best of intentions.

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Insurance from the kind kind, not the pushy kind.

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 2024 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 Liv or Callum 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 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!

ALA Careers

View our current vacancies, find out about our core values and learn what it’s like to be part of the ALA team.

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

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Treating customers fairly

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

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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.

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Highly recommended


Our policies and customer support are recommended by automotive industry favourites such as What Car?, Piston Heads, Honest John, The Car Expert and Autocar. (Plus our thousands of happy customers – just check out our Trustpilot, over 17,000 “Excellent” reviews!)


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5 Star Policies

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

Defaqto take impartiality seriously; they do not knowingly exclude a product, are free of any affiliation with any third parties and rate products with a 100% independent methodology.

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

What our customers say