First Alternative Car Insurance – Updated Status and Reviews
Searching for “First Alternative car insurance” returns confusing results. One entity is a company that lost its authorisation to sell insurance nearly two decades ago. Another entity is an active insurance brand sold through comparison sites under a different underwriter. This article explains the difference, reviews, contact details, and what to do if you hold a policy.
First Alternative Insurance Company Limited (Companies House number AC001824) is an assurance company that the Financial Conduct Authority (FCA) no longer authorises. That status changed on 2 April 2007. Since then, the company has not been permitted to carry out regulated activities or sell new policies. Yet the name “First Alternative” continues to appear on insurance comparison websites, backed by underwriters such as Co-operative Insurance Society Limited and esure Insurance Limited. The gap between a defunct company and a living brand creates genuine confusion for consumers.
This article draws on official records from the FCA Register, Companies House, Which? reviews, and consumer feedback platforms to give you a clear, fact-based picture.
Is First Alternative Car Insurance Still Available?
The answer depends on which entity you mean. The company originally called First Alternative Insurance Company Limited is not available for new business. However, a car insurance product sold under the “First Alternative” name is still offered through UK comparison websites. That product is underwritten by other authorised insurers.
Key insights to keep in mind
- First Alternative Insurance Company Limited (AC001824) is no longer authorised by the FCA – confirmed on the FCA Register.
- The official website (firstalternative.com) still promotes a 5‑star Defaqto rated product, which may mislead visitors about current availability.
- Which? published a review in January 2026 with a policy score of 68%, but this appears to refer to historical policy wording or the product sold under the brand, not the defunct company.
- Existing policyholders should verify whether their cover is still active or if it has been transferred to another underwriter.
- The active brand is underwritten by Co‑operative Insurance Society Limited (FCA authorised) or esure Insurance Limited – always check the underwriter before buying a policy.
- Consumer reviews on Smart Money People give the active brand a poor rating of 1.79/5 based on 12 reviews, with complaints about customer service and online chat.
Snapshot facts: First Alternative Insurance Company Limited
| Field | Value |
|---|---|
| Company Name | First Alternative Insurance Company Limited |
| FCA Status | No longer authorised |
| Date of Deauthorisation | 02/04/2007 |
| Head Office (Companies House) | Verified via Companies House |
| Defaqto Rating (historical) | 5 Star |
| Which? Score (2026) | 68% |
| Official Website | https://www.firstalternative.com |
What Are the Reviews of First Alternative Car Insurance?
Reviews focus on the active insurance brand, not the defunct company. Several sources provide ratings and comments. Below we break down the main ones.
Which? Review (January 2026)
Which? scored the standard car insurance policy at 68%, placing it in the top fifth of 66 policies reviewed. Strengths include unlimited window damage cover (when using an approved repairer) and a 5‑year repairs guarantee. Weaknesses include a high Financial Ombudsman Service (FOS) uphold rate – 58% of complaints were decided in favour of claimants, above the Best Buy threshold. Cancellation fees are £67 in the first year and £38 thereafter. The underwriter, esure, has an average claims acceptance rate of 95–100% and a complaints rate of 5–10%. Which? did not award Best Buy status.
Smart Money People Reviews
The product has a poor rating of 1.79 out of 5 from 12 reviews. A positive review mentioned “very good customer service” (5/5). Negative feedback described online chat as “unhelpful and confusing” (1/5), with issues attributed to esure support.
kaeltripton.com Review
A mid‑market review described the product as competitively priced, with FCA and PRA backing, and FSCS protection. It targets price‑first drivers.
While the Which? score is respectable, the high complaint uphold rate and poor Smart Money People rating suggest that customer service and claims handling may be inconsistent. Always read the policy wording and check the underwriter’s complaints record.
How to Contact First Alternative Car Insurance?
The official contact page at firstalternative.com/contact-us lists multiple phone numbers. Because the underlying company is defunct and the brand is now run by underwriters such as esure, some numbers may be redirected or inactive. The information below is based on the website as of the latest review.
Phone Numbers (from official website)
- Customer Service: 0345 607 0417
- Quotes and Sales: 0345 607 0380
- Claims: 0345 607 7280 (abroad: +44 141 221 5777)
- 24hr Accident Recovery: 0800 028 8292
- 24hr Windscreen Repair: 0800 783 0122
- 24hr Breakdown: 0800 085 6859
Online Services and App
We found no evidence of a dedicated mobile app. The website may offer live chat, but we could not verify its current operation. For logging in to an existing account, try the portal on the official site. If the login does not work, contact the underwriter (esure or Co‑op) directly.
Complaints and Financial Ombudsman
If you have an unresolved complaint about a First Alternative policy, you can escalate to the Financial Ombudsman Service. Standard FOS procedures apply for active policies.
Because the original company lost its FCA authorisation in 2007, calls to the published numbers may go unanswered or be rerouted. If you need immediate help with an active policy, try contacting the underwriter directly – esure Insurance Limited or Co‑operative Insurance Society Limited – using their own contact details.
What Is First Alternative Car Insurance?
First Alternative is a motor insurance brand that originally belonged to First Alternative Insurance Company Limited. That company is no longer trading. The brand was later taken up by other authorised insurers – primarily Co‑operative Insurance Society Limited and esure Insurance Limited – who underwrite new policies under the same name. These policies are sold through UK comparison websites and target standard‑risk private motorists.
Key benefits of the current product (according to the brand)
- 5‑star Defaqto rated comprehensive cover
- Unlimited window damage cover (approved repairer)
- 5‑year repairs guarantee
- 24/7 helplines including claims, breakdown, and windscreen repair
- Optional extras such as misfuelling and key cover
UK‑based and regulated
The active product is UK‑based and its underwriters are authorised by the FCA and Prudential Regulation Authority (PRA). Policies comply with FCA ICOBS rules, the Consumer Duty (since July 2023), and are covered by the Financial Services Compensation Scheme (FSCS) – offering protection for 90% of valid optional claims.
When you get a quote, the policy schedule will show the insurer. Verify that the underwriting company is authorised on the FCA Register before you pay. Never assume the defunct company is providing the cover.
What Is the Timeline of First Alternative Insurance Company?
- Before 2007 – First Alternative Insurance Company Limited is authorised by the Financial Services Authority (now FCA) and actively sells car insurance.
- 2 April 2007 – The company loses its FCA authorisation. It can no longer sell new policies or conduct regulated financial activities.
- 2007–present – The company appears to have ceased active trading. The website remains online but likely only handles run‑off of legacy policies, if any remain.
- January 2026 – Which? publishes a review of a First Alternative car insurance policy, scoring it 68%. This review likely refers to the product currently sold under the brand by esure or Co‑op, not the defunct company.
What Do We Know and What Is Uncertain?
| Established information | Information that remains unclear |
|---|---|
| First Alternative Insurance Company Limited is no longer authorised by the FCA (confirmed on the FCA Register). | Whether the company still accepts new customer quotes or issues new policies under the original entity. |
| The company has a registered address and filing history at Companies House (AC001824). | Whether the phone numbers and live chat on the official website are still functional. |
| Which? published a review in January 2026 scoring the policy 68%. | The exact status of existing policyholders (are policies still valid or have they been transferred to another insurer?). |
| The active brand is underwritten by Co‑operative Insurance Society Limited or esure Insurance Limited, both authorised by the FCA. | The reason the company lost its FCA authorisation in 2007. |
Why Is There Confusion About First Alternative Car Insurance?
The confusion arises because the defunct company and the active brand share a name. The official FCA register clearly states that First Alternative Insurance Company Limited can no longer provide regulated activities, yet the brand’s website continues to promote a 5‑star Defaqto product and list contact numbers. This mismatch leads searchers to believe the same company is still selling insurance.
Furthermore, the Which? review from January 2026 – though recent – evaluates policy terms that may no longer be obtainable from the original company. Any new business sold under the name is in fact a product of esure or Co‑op. Consumers who do not check the underwriter may unknowingly buy a policy from a different insurer than expected.
What Do Official Sources Say About First Alternative Insurance?
“Status: No longer authorised. Since 02/04/2007. This firm can no longer provide regulated activities and products.”
– FCA Register entry for First Alternative Insurance Company Limited
“With a policy score of 68%, First Alternative’s standard car insurance cover sits just behind standard policies from Esure and Saga.”
– Which? review, January 2026
“First Alternative provides 5 Star Defaqto rated comprehensive car insurance with a range of benefits and optional extras.”
– Official website (firstalternative.com) – note: may not reflect current status
“FIRST ALTERNATIVE INSURANCE COMPANY LIMITED – Free company information”
– Companies House
What Should You Do If You Have a First Alternative Policy?
If you are an existing policyholder, check your latest documents to see which company is actually underwriting your cover. If it is Co‑operative Insurance Society Limited or esure, your policy remains valid and FSCS protected. If you are unsure, contact the head office listed on your paperwork or call the Financial Ombudsman Service for guidance. For anyone looking for a new quote, we recommend using an authorised insurer and verifying their FCA status first. You can also benefit from our guide on Driving Licence Change of Address – Free DVLA Guide for UK Drivers to keep your driving records consistent.
Frequently Asked Questions
Is First Alternative car insurance UK-based?
Yes, the original company and the current brand are UK-based. First Alternative Insurance Company Limited is registered in England and Wales (company number AC001824). The active product is sold in the UK by UK-authorised underwriters. For help with your driving documents, see our Driving Licence Change of Address guide.
What is First Alternative car insurance telephone number?
The official website lists 0345 607 0417 for customer service. However, because the company is no longer authorised, the line may not be answered. If you have an active policy, try contacting the underwriter (esure or Co-op) directly.
How do I login to First Alternative car insurance?
If you have an existing account, attempt to log in via the official website. If the login fails, the portal may no longer be maintained. Contact your policy documents for the underwriter’s own online service.
Does First Alternative car insurance have live chat?
The website may offer a live chat option, but we could not confirm that it is currently operational. Given the company’s status, it is safer to use phone or email.
What are First Alternative car insurance opening times?
Published hours are Mon–Fri 8am–8pm, Sat 9am–5pm, Sun 9am–2pm (claims closed Sundays). However, these hours may not be staffed if the operations are run‑off only.
Is there a First Alternative car insurance app?
We found no evidence of a dedicated mobile app for First Alternative. Any references to an app are likely outdated.
How to get a First Alternative car insurance quote?
The website still presents a quote journey. However, because the original company is no longer authorised, generating a new quote may not lead to a valid policy. Use a comparison site and verify the underwriter’s authorisation before buying.
Can I still make a claim on an old First Alternative policy?
If your policy was originally underwritten by First Alternative Insurance Company Limited and you still have coverage, claims should be directed to the company’s claims line (0345 607 7280). If the policy was transferred to another insurer, use their claims process.
What happened to First Alternative Insurance Company Limited?
The company lost its FCA authorisation on 2 April 2007 and is no longer allowed to sell insurance. It has not filed evidence of active trading since then, though the brand lived on under new underwriters.
Which underwriter is behind First Alternative car insurance now?
Current policies are underwritten by either Co‑operative Insurance Society Limited (part of the Co‑op Group) or esure Insurance Limited (part of esure Group). Always confirm the underwriter on your policy schedule.
My policy is with First Alternative – is it still valid?
If your policy was issued after 2007 under the brand, it is likely underwritten by an authorised firm and therefore valid. Check your documents for the underwriting company. If it is the old company (AC001824), contact the FCA for guidance.
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