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Ethical brand ratings and accreditation since 2001

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How ethical is Churchill?

Churchill is an insurance company which has achieved a below-benchmark score on The Good Shopping Guide’s Ethical Insurance Ratings Table and is therefore not eligible for Ethical Accreditation.

Read more about the issues facing the Ethical Insurance sector and find out which companies have achieved accreditation for their commitment to being ethical and sustainable.

What does Churchill do?

Churchill Insurance was founded in 1989 and was among the UK’s first direct motor and car insurers. In 1990, the brand started selling home insurance and, over the years, have expanded to home insurance, travel insurance, pet insurance, breakdown cover and van insurance.

In which areas does Churchill perform well?

Churchill performs well for our Environmental Destruction and Irresponsible Lending categories, due to having no negative records in these areas.

The above benchmark score that Churchill is awarded on The Good Shopping Guide’s Ethical Insurance Ratings Table is the result of an evaluation of multiple ethical criteria. Find out more about how we rate.

In which areas does Churchill perform poorly?

Unfortunately, Churchill receives a bottom rating in the Responsible Investment Policy criterion. This is because its parent company, Direct Line, has not set sufficient exclusions to limit investment in controversial industries.

What can Churchill do to improve its score?

In order to attain a higher GSG score, Churchill must improve on the areas in which it receives a bottom or a middle rating. We believe that if Churchill made sufficient changes, it could improve its rating and become an above-benchmark brand.

If you’re interested in learning more about achieving Ethical Accreditation for your brand, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Environmental Destruction


  • Carbon Disclosure & Reduction Targets



  • Irresponsible Lending


  • Political Donations



  • Ethical Accreditation


  • Responsible Investment Policy


  • Other Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating