Primero Insurance Review & Complaints: Car Insurance (2025)

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Claims
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Financial Strength

Primero Insurance is an auto-only insurance company operating out of North Dakota. The relatively new company provide agent-based service in four states.

What is Primero?

Founded in Spearfish, North Dakota in 2003, Primero was acquired by Fargo insurance company Nordak Insurance in 2014. They operate in both North and South Dakota as well as Arizona and Nevada.

Primero policies are sold through independent agents in all four states, and they recently added the option to quote and purchase an insurance policy online. This new option does not do a lot to improve the dated look of the company’s website, which is in need of an overhaul. They do, however, offer a mobile app that might have a more modern feel.

In addition to needing a new look, the company’s website could use more detail, as there is very little helpful information regarding products and services available to answer any potential insurance questions from customers.

What auto insurance products does Primero offer?

The Primero website does not describe their auto insurance coverage in any sort of detail, simply giving an overview of general insurance coverage.

Primero offers minimum limits non-standard auto insurance. As a general rule, companies of this size do not offer the trendier policy add-ons like accident forgiveness or driving habits trackers (telematics).

Are the rates competitive?

Primero has introduced online quoting since our last look at the company, but since they do not offer coverage in our usual sample area, we are unable to compare and determine if they have affordable rates. The quoting system does require that the customer enter personal information, including their driver’s license number, to get a quote. As a result of these factors, we did not run sample rates with this company.

Quotes can also be obtained over the phone or by contacting a local agent or insurance representative – the website has an agent locator feature.

We would not expect to see competitive rates from a small company like Primero compared to some of the larger, national direct sales insurers. That said, the personal service of a small company can sometimes make up for higher rates.

Claims Process at Primero Insurance

Ease of Filing a Claim (Online, Over the Phone, Mobile Apps)

Filing an insurance claim is a critical aspect of any insurance policy, and the ease of this process can greatly impact the overall customer experience. Primero Insurance offers multiple channels for filing claims, providing flexibility to its policyholders.

Whether you prefer the convenience of online submissions, the traditional method of filing over the phone, or the modern approach using mobile apps, Primero Insurance strives to accommodate various preferences.

Average Claim Processing Time

The time it takes for an insurance company to process and settle a claim can significantly affect a policyholder’s satisfaction. Policyholders want their claims handled efficiently and promptly. Primero Insurance aims to provide a reasonable claim processing time to ensure that customers receive the support they need when they need it most.

Customer Feedback on Claim Resolutions and Payouts

Although there is limited information available regarding customer feedback on claim resolutions and payouts, the overall low complaint volume for Primero is a positive sign. With an A+ rating from the Better Business Bureau and minimal complaints across various platforms, it suggests that Primero is generally successful in addressing customer concerns and providing satisfactory claim resolutions.

Primero Insurance’s Digital and Technological Features

Mobile App Features and Functionality

In today’s digital age, insurance companies are increasingly offering mobile apps to enhance customer convenience and accessibility. Primero Insurance has ventured into the digital realm with its mobile app, designed to provide policyholders with features and functionality that streamline various insurance-related tasks.

Online Account Management Capabilities

The ability to manage insurance policies and accounts online has become a standard expectation for customers. Primero Insurance recognizes this need and offers online account management tools to empower policyholders with control over their insurance matters.

Digital Tools and Resources

In addition to mobile apps and online account management, insurance companies often offer a range of digital tools and resources to assist customers in understanding their policies, making informed decisions, and navigating various insurance-related scenarios.

Are ratings and consumer reviews positive?

Primero has an A+ rating with the Better Business Bureau (BBB), with only one complaint on file in the past three years. That complaint was closed in the past 12 months.

We found very little in the way of reviews of this company. There is one complaint on Yelp referencing the Las Vegas branch of the company.

At first glance, Birdeye appears to have 11 negative reviews of this company, but on further inspection, they actually appear to be the same person posting repeatedly about the same issue. This appears to also be the same person who posted the one Yelp complaint and also matches the complaint with the BBB. That adds up to only one complaint in total across all three sites.

It is common to find very little in the way of reviews for smaller insurance companies, but the low complaint volume here is definitely a positive.

What’s the bottom line?

There is simply not enough information about Primero to make a solid recommendation, but we did not find any red flags either. Those who like to work with an agent and a smaller company might want to consider this company. Those looking for the flashiest and most modern insurance company will probably not be impressed by this company’s web presence and may want to look elsewhere.