Case Study: Blue Insurance turns customers into advocates, boosting CTR to 18% and conversions to 24% with Trustpilot

How Blue Insurance turned a growing customer base into advocates with Trustpilot

Blue Insurance, founded in 2002, is an online insurance intermediary offering nine product lines across 20 domains and serving over 350,000 customers. Facing a highly competitive UK and Irish market, the company needed an independent, customer‑centric way to prove service quality, build trust, and turn a growing customer base into brand advocates.

Blue Insurance adopted Trustpilot in 2012 to collect and showcase real customer reviews via on‑site TrustBoxes, social posts and paid search (earning Google Seller Ratings). The program delivered measurable results: 900+ positive reviews, an 8.5 TrustScore, an 18% CTR on paid listings and a 24% conversion rate, while boosting retention, advocacy and overall marketing performance.

Blue Insurance

Ian Kennedy

Head of Marketing