Our Service Standards & Key Values

Sarah Buck - APRIL UK CEO


"What makes APRIL UK stand out is our customer centric ethos, which revolves around creating the best experience for our customers. Whatever your query, you can depend on us to resolve and address it with the minimum fuss and delay."

Sarah Buck
CEO - APRIL UK and Ireland

Customer Services Standards:

  • Full administration support and customer services provided by our Bristol based Head Office.
  • Your call will be answered within 3 rings during business hours, so you are not kept waiting.
  • We do not use machines to answer our calls - just real people!
  • All telephone queries will be resolved on the same day. Where this is not possible, an agreed timescale will be provided.
  • Any letters that you send to us will be acknowledged within 3 working days.
  • Quotes for our plans will be dispatched within 48 hours so you receive your requested information without delay.
  • When a claim is made and we are the claims handler, it will be assessed and resolved within 4 working days.


APRIL UK Key Values

  • Excellent customer service and high ethical standards are key principles for all APRIL representatives.
  • We continually strive to improve all aspects of our service, ensuring customers receive the very best experience in each and every one of their dealings.
  • Our policies meet the needs of today’s customers. We achieve this by placing the customer at the heart of everything we do and listening to their requirements.
  • We strongly believe in creating long term working relationships. The initial sale is just the start of our commitment to look after our customer’s protection needs for life.
  • Personal circumstances can change all the time. We provide free regular reviews to ensure our customers have the right protection in place from inception and into the future.

Contact Us

Customer service:

0800 028 0849

Mon - Fri 8am - 5pm (excluding public holidays)

Click here for claims helplines



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