Ageas UK takes Gold at UK Customer Excellence Awards

And to keep that heart beating strongly, Ageas continuously dissects every part of the customer journey to ensure that its customers get what they need, where and when it matters most through a broad range of customer-centric initiatives. This transformative plan is underpinned by a robust Voice of the Customer programme, advanced analytics, and a culture of continuous improvement.

Customer-Centric thinking is part of the whole organisation and is supported by top leadership. A newly created Customer Challenger role ensures customer needs are considered in every decision, making this approach a first in the industry. And it has not gone unnoticed by customers or by industry commentators. Being awarded gold for “Customers at the Heart of Everything” at the UK Customer Excellence Awards 2025 was testament to the work that has been done.

The judges shone a light on several initiatives, including the introduction of this innovative Customer Challenger role. Described by the judges as “A very clear, well-thought-out initiative with obvious benefits. The Customer Challenger role is brilliant, embedding a customer voice with real teeth into decision-making. Strong alignment between strategy, colleague engagement and results makes this systemic rather than tactical.”

In addition, Ageas UK has also achieved the prestigious Institute of Customer Service’s ServiceMark accreditation for the second consecutive year, with distinction. This nationally recognised standard independently acknowledges Ageas’s unwavering commitment to customer service as part of a long-term, embedded strategy. The accreditation, based on both customer satisfaction and employee engagement, places Ageas in the top quartile of the UK Customer Satisfaction Index and among the highest scoring organisations across the insurance sector.

These achievements are further complimented by a number of other significant awards over the course of 2025, including Personal Lines Insurer of the Year by three industry bodies - Insurance Times Awards, British Insurance Awards, and UK Broker Awards (voted for by brokers). Ageas UK has also been recognised in 2025 for the Best Customer Experience Strategy, the Best Customer Experience for Vulnerable Customers and the Customer Service Team of the Year – Driving change.