Many drivers assume that sticking with the same car insurance provider will reward them with better rates over the years.
After all, loyalty should count for something, right? Unfortunately, that’s not how the industry works. In reality, long-term customers often end up paying more than new ones, thanks to a pricing strategy known as “loyalty penalties.” If you’ve been with the same insurer for years, you might be unknowingly overpaying. Here are just some of the reasons why loyalty still doesn’t pay when it comes to car insurance.
1. New customers get better deals.
Insurance companies offer attractive discounts to new customers to draw them in. This often includes introductory offers, reduced premiums, and special incentives that long-term policyholders don’t get. Once you’ve been with the same insurer for a while, those initial discounts disappear, and your renewal price may quietly creep up. The best deals are often reserved for people switching providers, not for those who stay loyal.
2. Auto-renewal almost always means a price hike.
If you let your car insurance renew automatically each year without shopping around, you’re likely paying more than you should. Insurers count on customers not questioning their renewal prices, so they gradually increase premiums over time. Many people don’t realise their premium has gone up until they check their statement, and by then, they’ve already paid for another year. Checking other quotes before auto-renewal can help you avoid unnecessary price increases.
3. Loyalty penalties are built into pricing.
Many insurers use a pricing strategy called “price walking,” where existing customers’ premiums increase slightly each year, even if they haven’t made a claim. That’s because insurers assume loyal customers won’t bother switching. While regulators have started cracking down on this practice, some insurers still find ways to charge loyal customers more. The longer you stay, the more you might end up paying.
4. Comparison sites expose better deals.
One of the easiest ways to see if you’re overpaying is to check comparison websites. These sites quickly reveal how much you could save by switching providers. In many cases, even your current insurer may appear on these sites offering a cheaper rate to new customers — one that they’re not offering you. It’s a clear sign that switching could be worth it.
5. Insurers rely on customer inertia.
Car insurance companies know that most people don’t enjoy shopping around for new policies every year. They rely on customer inertia — the tendency to stick with the status quo — to gradually increase premiums over time. Many drivers stay with the same provider simply because it feels easier than switching. But a quick comparison could save you hundreds of pounds without much effort.
6. Your circumstances change, but your insurer doesn’t adjust.
Life events like moving to a different area, changing jobs, or driving fewer miles can all impact your insurance costs. If you don’t update your policy or compare prices, you could be paying for coverage that no longer fits your lifestyle. Some insurers don’t proactively lower prices when your risk decreases, but a new provider might offer a better rate based on your current situation. Keeping your insurer on their toes by checking competitors can prevent unnecessary overcharges.
7. Discounts disappear after a while.
When you first sign up, insurers often offer discounts for things like no claims history, multi-car policies, or paying annually instead of monthly. However, many of these discounts shrink or disappear over the years. Instead of rewarding loyalty with continued discounts, insurers often phase them out, leading to a gradual increase in your premium. Switching insurers can allow you to take advantage of fresh discounts elsewhere.
8. Even the same provider might offer you a lower rate if you switch.
In a bizarre twist, sometimes your own insurance company will give you a better deal if you cancel and sign up as a “new” customer rather than renewing your existing policy. Some drivers have found that getting a quote from their current insurer through a comparison site results in a lower price than their renewal offer. If this happens, it’s worth calling them and asking for the same deal—if they won’t match it, switching is the better option.
9. Customer service isn’t always better for loyal customers.
Sticking with an insurer doesn’t necessarily mean you’ll get better customer service. In fact, long-term customers often get taken for granted, while new customers are prioritised with better service and offers. If you’ve ever had a frustrating experience trying to make a claim or speak to a representative, switching providers can give you access to better service and support, not just lower prices.
10. The best way to get a better deal is to negotiate or switch.
Insurance companies don’t typically lower your premium unless you push for it. If you want a better deal, you need to ask, or be prepared to switch. Calling your insurer before renewal and mentioning a cheaper quote from a competitor can sometimes lead them to reduce your rate. If they won’t budge, switching is usually the best way to avoid overpaying.
At the end of the day, car insurance companies aren’t rewarding loyalty — they’re profiting from it. Staying with the same provider for years without shopping around could be costing you hundreds. By checking prices each year, negotiating, and being willing to switch, you can ensure you’re getting the best deal rather than paying the “loyalty tax.”
