Insurance brands are maintaining a trusted stance despite ongoing industry criticisms in response to the Queensland floods, and NRMA Insurance is leading the charge, according to the 2011 Readers Digest Most Trusted Brands survey.

The study conducted by McCrindle Research in January shows that insurance brands are showing a “cross-generational trust”, which is not being affected by the “odd irritations” like claims disputes.

McCrindle Research Director Mark McCrindle told insuranceNEWS.com.au more than 1200 people nominated their most trusted insurance brand, and in the end it was a very close call.

Suncorp Insurance and AAMI also received a “highly commended” mention, with other brands including Allianz, AMP, MLC and ING also registering with consumers.

Mr McCrindle says most of the brands had cross-generational patterns with many survey respondents putting their trust in companies that had been used by their parents or by close friends.

He says while insurers “have been taking a bit of a bashing in the media”, the good news is they have managed to cut through.

“We found that while people might not always like insurance companies, they can trust them,” Mr McCrindle told insuranceNEWS.com.au. “And a key point we’re getting is that even if customers experience a bit of irritation with their companies, at least they know they are not going to fall over.”