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 Aimee 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.
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!
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.
View our current vacancies, find out about our core values and learn what it’s like to be part of the ALA team.
At ALA Insurance we are committed to offering our customers the highest possible standards of service. It’s a directive from the FCA in recent years, but we’ve been customer-centric and always putting the customer first for over 20 years.
Defaqto is a leading independent financial research company in the UK focused on supporting better financial decision making. All our GAP policies are 5 star rated, meaning the highest quality insurance you can get.
We are the proud winners of Best Customer Service (Financial Services) and Best Employee Experience (SME) at the UKCXAs 2024, and also Best Colleague Wellbeing Programme at the 2025 UKNCCAs – which is a true reflection of our dedication to excellent customer support. Happy employees, happy customers!
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.
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 20,000 “Excellent” reviews!)
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.
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.
“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
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