Smart Insurance: most-reported complaints
Automated analysis of 550 public Trustpilot reviews published 2020-07-24 to 2026-09-11. TrustScore 4.9 from 10,052 total reviews — see the Trustpilot page. Quick answer: is Smart Insurance legit? Issues below reflect what reviewers reported, not findings of wrongdoing.
Reviewers most often report misleading pricing, accounting for 46% of the 208 complaints identified in 550 reviews. Support issues were the second most common complaint at 17%, with reports of unhelpful interactions. Contract term changes were cited in 14% of complaints, while other unspecified issues made up the remaining 13%.
How to reach Smart Insurance
These are the contact details Smart Insurance publishes on its Trustpilot profile, as of our last check on 2026-09-23 — phone 0808 143 4696, email [email protected].
The company claimed its Trustpilot profile on 2021-04-26, uses Trustpilot’s paid features, uses Trustpilot’s AI-assisted replies, and last replied to a negative review on 2026-09-18. Trustpilot ranks it 18 of 52 in Life Insurance Agency. We last checked this profile on 2026-09-23 and found 12 new reviews. These are facts Trustpilot publishes about the profile, as of our last harvest.
Forum footprint: 22 MoneySavingExpert forum discussions mention this company (browse). Roughly 0 of the top, relevance-sorted search results were posted in the last 90 days — an approximate figure by construction, not a true recency count. Recent thread titles: “BMW or Amstrust SMART Insurance”, “BMW or Amtrust SMART Insurance for New car”, “Smart Insurance”.
Elsewhere: 4.8★ on Google (1,001 reviews)
TrustScore over time
4.9 → 4.9 across 15 census measurements since 2026-08-12. Our own record, independent of Trustpilot’s display.
Reply behaviour over time
Solid: % of negative reviews replied to. Dashed: typical days to reply. Both as reported on this company’s Trustpilot profile, recorded whenever our census re-checked it and a figure had changed — the gaps between points are not equal: 2026-08-12 (100%, 4.0d) · 2026-08-15 (96%, 4.0d) · 2026-08-18 (96%, 4.0d) · 2026-08-21 (96%, 4.0d) · 2026-08-24 (96%, 4.0d) · 2026-08-27 (96%, 4.0d) · 2026-08-30 (96%, 4.0d) · 2026-09-05 (91%, 4.1d) · 2026-09-08 (91%, 4.1d) · 2026-09-11 (87%, 4.1d) · 2026-09-14 (80%, 4.1d) · 2026-09-17 (80%, 4.1d) · 2026-09-20 (92%, 4.5d) · 2026-09-23 (92%, 4.5d).
Severity: 23% of this company’s 208 graded complaints were classified as severe (money lost, an essential service cut off, or a problem unresolved for months). See the harm index.
Reviewers here waited a median of 2.6 days between the experience and publishing their negative review (150 reviews record both dates).
What their policy promises
support availability: post
“Write to us at: Smart Insurance, PO Box 6063, Windsor, SL4 9GL”
support availability: UK based call centre
“Our UK-based call centre is here to provide you with the highest standard of customer care.”
refund window: 14 days
“after your 12th successful monthly payment, you’ll be automatically paid within 14 days.”
support availability: free call back
“register for a free call back.”
Quoted verbatim from the company’s own published policy (source page); complaint counts are census classifications. As of 2026-09-12.
Policy-page monitoring
We monitor this company’s published policy page for changes. 1 change detected since we started watching on 2026-09-01:
- 2026-09-08: +1/-1 lines; added: The quickest way to do this is to give us a call on 0800 977 6984 or register for a free call back. You’ll get in contact with our award-winning UK based call centre. From there we’ll take you through everything step by step.; removed: The quickest way to do this is to give us a call on or register for a free call back. You’ll get in contact with our award-winning UK based call centre. From there we’ll take you through everything step by step. (snapshot)
Automated change detection on the company’s own published policy page — a record of when the page changed, not a judgement on what changed.
Measured reply time: across 241 negative reviews that received a public reply, the median wait was 2.6 days — the company profile reports an average of 4 days. The two are measured differently: ours counts only replies we captured to negative reviews.
Reply quality: of 241 company replies to negative reviews analysed, 51% engaged with the specific problem and 34% were generic templates.
23% of its 321 recent 5★ reviews came from accounts that had written only that one review when we captured it (the median across companies is about 39%). A high share is a reason to look closer, not evidence of fake reviews.
Sector benchmark: misleading pricing makes up 46% of this company’s complaints vs a 14% median across 87 ranked companies in its sector.
Review velocity: 1,610 of this company’s 10,052 Trustpilot reviews (16%) were written in the last 12 months.
What are the most common complaints about Smart Insurance?
Misleading pricing
96 reports · 46% of complaintssteady“She emailed me a pdf of an advert for the service they provide”
The company replied on 2021-04-26: “Hi Andrew, thanks for your feedback. Our policy terms and conditions are available via https://www.smartinsurance.co.uk/life-insurance/ (the specific link is…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
7 readers marked this review helpful on Trustpilot.
“The older you are into the policy= the more you pay each month”
The company replied on 2022-08-22: “Hi, thanks for your feedback. It sounds like you purchased an age based policy; our age based policies are designed to give you greater value when you take out a policy - you will pay a lower premium…”
Our classifier read this reply as a substantive response.
3 readers marked this review helpful on Trustpilot.
“Misleading advise over the phone!”
The company replied on 2021-12-03: “Hi Paul, thank you for your feedback. We are sorry to hear that you feel you have been misled, we will attempt to contact you to address your concerns however if you are unavailable when we call,…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
2 readers marked this review helpful on Trustpilot.
Support unhelpful
35 reports · 17% of complaintsrising since 2024-09“I was mocked by Ryan, when I said that i'll try other insurers”
The company replied on 2022-02-15: “Hi, we are very sorry to hear about your experience - at Smart Insurance, we pride ourselves on the service we provide. Please contact our service team on 0800 458 6901 or email…”
Our classifier read this reply as a template response.
2 readers marked this review helpful on Trustpilot.
“they still keep you on the phone for over 40 minutes”
The company replied on 2022-08-08: “Hi Laura, thanks for your feedback. We aim to make our application process as quick as possible however this time can vary depending on each individual, we apologise if it took more time than…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
2 readers marked this review helpful on Trustpilot.
“They've insisted I have received it. My bank account says otherwise.”
The company replied on 2025-05-13: “Hi, thank you for your feedback. We are indeed monitoring these reviews, and welcome the opportunity to investigate this matter for you. Your feedback has been flagged and we are currently…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
1 reader marked this review helpful on Trustpilot.
Contract term changes
29 reports · 14% of complaintssteady“No copy of the Policy Conditions. We spoke just now, and Frankie advised that Smart do not disclosed the Policy Conditions upfront.”
The company replied on 2021-04-26: “Hi Cora, thanks for your feedback. Our policy terms and conditions are available via https://www.smartinsurance.co.uk/life-insurance/ (the specific link is…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
4 readers marked this review helpful on Trustpilot.
“Failed to advise that the premium goes up year on year (up to 10 years)”
The company replied on 2025-03-12: “Hi, it sounds like you have an age based policy; our age based policies are designed to give you greater value when you take out a policy - you will pay a lower premium amount to begin with, which…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
1 reader marked this review helpful on Trustpilot.
“told them I didn't want that and could they remove that option which he did then when reading the terms he said about another increase every year”
1 reader marked this review helpful on Trustpilot.
Other
27 reports · 13% of complaintsrising since 2024-09“Such a con it’s terrible”
The company replied on 2022-07-25: “Hi, thanks for your feedback and we are sorry to hear this. If you would like to discuss your experience with Smart Insurance in more detail, please call us on 0800 458 6901 or email…”
Our classifier read this reply as a template response.
2 readers marked this review helpful on Trustpilot.
“Smart does not offer Life Insurance for people over 64 years of age online”
The company replied on 2025-04-10: “Hi there, Thank you for taking the time to share your feedback. We're sorry to hear that you're disappointed. Our Family Life Insurance is designed specifically for UK residents aged 18 to 64, which…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
1 reader marked this review helpful on Trustpilot.
“close the company, everything is bull shit”
The company replied on 2025-03-24: “Hi, we are very sorry to hear about your experience - at Smart Insurance, we pride ourselves on the service we provide. Please contact our service team on 0800 458 6901 or email…”
Our classifier read this reply as a template response.
1 reader marked this review helpful on Trustpilot.
Support unreachable
19 reports · 9% of complaintssteady“ive hurt my back at work n wanted advice but i just get put on hold”
The company replied on 2021-07-09: “Hi Ghazanfar, thank you for your feedback - It sounds like you chose our Age Based policy, for which the benefit amount increases annually to help keep up with the rising cost of living. This means…”
Our classifier read this reply as a deflection.
1 reader marked this review helpful on Trustpilot.
“Customer service is shocking no one replies to you”
The company replied on 2025-04-24: “Hi,Thank you for your feedback. We are sorry you have not yet received your welcome gift. When you purchased your policy, we should have given you a timeframe for when the vouchers would be sent.…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
1 reader marked this review helpful on Trustpilot.
“They take your money and ignore you after sell you insurance”
The company replied on 2025-10-15: “Hi, thanks for your feedback and we're sorry to hear that you weren't happy with your experience. We strive to provide a great experience . Please contact our customer service team on 0800 458 6901…”
Our classifier read this reply as a template response.
Warranty disputes
12 reports · 6% of complaintssteady“they refuse to pay out by say he had an existing condition re his asthma”
The company replied on 2023-02-14: “Hi Yvonne, please accept our sincere condolences for your loss. Thank you for taking the time to provide your feedback, I can also see your concerns have been investigated by our complaints…”
Our classifier read this reply as a deflection.
1 reader marked this review helpful on Trustpilot.
“they are not quick to pay out people struggle and they hold onto money at all costs”
The company replied on 2024-10-03: “Hi Janice, thank you for sharing your experience with us, and we are truly sorry for any difficulties you or your loved ones have encountered during such a challenging time. We understand how…”
Our classifier read this reply as a template response.
“Smart Insurance are not helpful regarding this matter”
The company replied on 2024-05-10: “Hi and thanks for your review. We think you may have the wrong Smart Insurance - we sell life insurance, not washing machines. Our URL is smartinsurance.co.uk and we think you might be reviewing…”
Our classifier read this reply as a deflection.
Compare Smart Insurance with…
Method: reviews are classified into a fixed complaint taxonomy by an automated reader; every category shown is backed by at least two verbatim quotes from distinct reviews. Trends are computed from dated review counts only. Negative reviews are deliberately over-sampled for evidence depth; headline percentages use an unbiased recent sample only. Report updated 2026-09-11.