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CII Trust Index [Updated - Spring 2021]


Publication date:

03 March 2021

Last updated:

18 December 2023


Chartered Insurance Institute

Every quarter, the Chartered Insurance Institute (CII) conducts research with consumers and SMEs about their experience with buying, renewing and claiming on insurance products.



This trust tool shows the detailed results of the survey and allows you to drill down into the individual statements that drive the opportunity scores.

The opportunity scores measure the distance between consumer expectations and delivery – the bigger the gap, the bigger the opportunity to build trust by doing something about it. 

As a rough guide:

  • If the scores are 8 or above, there is a big gap between expectations and delivery, and urgent action is needed across the sector to improve trust
  • If the scores are around 4-6, investment in this area is likely to pay dividends in terms of improved trust
  • If the scores are 3 or below, increased investment will still improve consumer trust, but at a slower rate


Latest results

The latest survey for the CII Trust Index shows a clear split in opinion between consumers who have been heavily affected by coronavirus and those who have not.

Those most affected financially by coronavirus tend to value clarity around claims processes and being able to choose suppliers during a claim ahead of rewards for loyalty.

In contrast, consumers who had not suffered a significant impact from coronavirus still believe renewal premiums and rewards for loyalty are the biggest areas for improvement for insurers.

The highest opportunity scores (where the gap between consumer expectations and the experience they have with their insurer is largest) for people who had been most affected by coronavirus were:

  • ‘It is clear what I need to do to claim’, with a score of 11.69, and
  • ‘I am able to choose the supplier that the insurance company uses’ with a score of 11.17.

The highest opportunity scores for consumers who had no impact were:

  • ‘I am able to get a discount for staying with the same company’ with a score of 12.48, and
  • ‘The premium doesn’t increase because I’m not a new customer anymore’, with a score of 11.65

The survey found that those most impacted financially by coronavirus were:

  • People who lack confidence around financial matters: 23% of people who said they felt uncertain about financial matters said they were significantly impacted by Covid-19, compared to 9.87% who were ‘somewhat confident’ and 8.33% of people who said they were ‘confident’ with financial matters.
  • Young: 19.93% of 18-34 year olds had been significantly impacted by Covid-19, compared to 12.24% of 35-54 year olds and 5.22% of those aged 55+
  • Ethnic minorities: 18.85% said they have been significantly impacted by Covid-19, compared to 10.6% of people who identified themselves as white, or white/British
  • Women: 12.55% of women said they have been significantly impacted by Covid-19, compared to 10.6% of men



Read the CII Trust Index (Spring 2021) HERE



  • The survey covered 1,000 consumers of home, motor and travel insurance, who were surveyed between September and December 2020.
  • To calculate the opportunity scores, consumers were asked to rate the importance of 55 different statements and then rate the performance of their insurer against these statements. These ratings are used to calculate the gap between expectations and performance, and are presented on a range of +-30.


Tagged as

This document is believed to be accurate but is not intended as a basis of knowledge upon which advice can be given. Neither the author (personal or corporate), the CII group, local institute or Society, or any of the officers or employees of those organisations accept any responsibility for any loss occasioned to any person acting or refraining from action as a result of the data or opinions included in this material. Opinions expressed are those of the author or authors and not necessarily those of the CII group, local institutes, or Societies.