First Alternative car insurance review

First Alternative is part of the Esure Group, one of the UK's 10 biggest insurers. It offers car insurance alongside its well-known sister brands Esure and Sheilas' Wheels. 

We've reviewed First Alternative's standard car insurance policy, but we didn't receive feedback from enough customers to rate its levels of service. The policy can be bought direct online or through price comparison websites.

The First Alternative car insurance policy is underwritten by Esure Insurance Limited and covers drivers aged between 18 and 90. 

Please note that this article is for information purposes only and does not constitute advice. Please refer to the particular terms and conditions of an insurer before committing to any financial products.

Does First Alternative offer the best car insurance?

See how this compares with the best car insurance, or read more about how we rate car insurance.

What does First Alternative car insurance cover?

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'First Alternative's policy was so nearly a Best Buy'

Dean Sobers, Which? car insurance expert, says:

First Alternative’s policy scored 68%, which placed it in the top fifth of the 66 policies we reviewed. Despite this, its insurer’s (Esure) complaints record with the Financial Ombudsman Service meant we couldn’t name it a Best Buy.

We liked that it offers up to £500 for hotel expenses if you have to stay away from home because of an accident. It also includes 90 days of comprehensive cover overseas.

But it also charges one of the highest cancellation fees – £67 if you cancel in the first year, although this reduces to £38 in subsequent years.

Motor legal protection

Most policies we look at offer or include motor legal protection, which provides funding (with First Alternative, up to £100,000) for legally pursuing other parties for costs you couldn’t reclaim under your insurance.

But unlike a quarter of the policies we checked, First Alternative’s allows legal claims against other drivers who aren’t insured.

How good is First Alternative at handling claims?

First Alternative’s underwriter, Esure Insurance Limited, accepted 95-100% of car insurance claims in 2024. This was around the average (98.8%) for the market.

Of customers who claimed, 5-10% made a complaint, which is also about average (6.9%). 

Of complaints that were taken to the Financial Ombudsman Service, 58% were upheld in favour of the claimant, significantly above the limit required to be a Best Buy.

How can you save money on First Alternative car insurance?

First Alternative's car insurance policy can be bought directly online or through the following comparison websites:

• Compare the Market
• Confused.com
• GoCompare
• MoneySuperMarket.

The policy should be the same price and have the same level of cover regardless of how it's purchased. However,  it's always sensible to use comparison websites to see how its prices compare against other insurers. 

There is no discount if you buy a policy for more than one car.

Want to pay monthly?

You can choose to pay your premium in one go or in monthly instalments. Paying monthly usually costs more overall. This is because paying by instalments is usually provided as a form of credit – with interest or other charges applied.

When we reviewed the First Alternative policy, its rate for paying in monthly instalments was 26.5% APR. This was above the average rate (20.49% APR) charged among providers that told us their rates.

It would be cheaper to pay annually and spread the cost with an interest-free purchase credit card.

Above information correct as of December 2025.

How does First Alternative compare with other providers?

With a policy score of 68%, First Alternative's standard car insurance cover sits just behind standard policies from Esure and Saga, as well as Allianz's premium car insurance and Direct Line's Comprehensive Plus policy. These each earned 69%.

First Alternative: how can I claim?

If you need to make a claim with First Alternative car insurance, call 0345 607 7280.

• Find out more: is it worth claiming on your car insurance?

Should you buy First Alternative car insurance?

Possibly. We couldn’t give the full thumbs up given First Alternative’s underwriter's record with the ombudsman, but its policy does offer highly comprehensive cover.

How we rate car insurance