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First Alternative car insurance

First Alternative was founded in 2003 by Peter Wood and is part of the Esure Group. First Alternative launched its motor insurance coverage in April 2004.


Who are First Alternative Insurance?

First Alternative insurance offers drivers the opportunity to build up a 75% no-claims discount – unlike most other companies who offer only 65%. The company also provides Comprehensive policyholders with courtesy cars while their own are being repaired at one of the company’s network of repairers.

First Alternative car insurance reviews

First Alternative Car Insurance has received positive reviews on Reviews.io with an average rating of 5 stars. Other major review sites have seen First Alternative car insurance receive mixed reviews with Trustpilot users and Smart Money People.com giving the insurer an average rating of 1 and 2.5 star averages respectively. The reasons for this difference in ratings are varied as the insurer has received praise for their customer service whilst some reviews site the lack of customer service as a reason for their negative reviews. Others stated that they left First Alternative a positive review as their prices were competitive.


“This is my first year with First Alternative Car insurance. It was easy to set up and the staff were friendly. The price was competitive and it was easy to choose the different services I require and not pay for services I do not need. However I have not had to file a claim which is when you really find out the quality of service.” – Reviews.io

“It’s impossible to rate an insurance company until you have a claim. Their prices are good and it’s easy to setup, but until I have a claim I won’t know how good or bad they really are.” – Reviews.io

“All round, decent customer service. Quick to reply and always solves the problem.” – Smartmoneypeople.com


Who owns First Alternative Car Insurance? 

Like many insurance brands in the UK, First Alternative operate under a larger insurance group. First Alternative Car Insurance currently operates under the umbrella of the Esure Group. 

Where to get help with First Alternative Car Insurance

First Alternative Car Insurance provides an FAQ section and a complete list of car insurance queries to aid their customers in deciding if they are suited for car insurance with First Alternative. They also provide electronic copies of their policies and summaries on their website so you can establish what will and won’t be covered when you insure you’re car with them. Customers can apply online for car insurance by filling in a number of screens telling the company about themselves.

*51% of consumers could save £529.95 on their Car Insurance. The saving was calculated by comparing the cheapest price found with the average of the next five cheapest prices quoted by insurance providers on Seopa Ltd’s insurance comparison website. This is based on representative cost savings from February 2024 data. The savings you could achieve are dependent on your individual circumstances and how you selected your current insurance supplier.