Satisfaction scores for insurers Youi, Coles and Budget Direct are below the industry average and the trio may find it difficult to retain home insurance customers, according to Roy Morgan Research.

The research company’s satisfaction survey for the year to October, based on interviews with more than 30,000 household insurance policyholders, produced an overall satisfaction score of 80.7% – up from 78.5% in 2013 and 74.3% a decade ago.

Youi scored 79.5%, Coles 77.3% and Budget Direct placed bottom in the survey of 18 insurers with 75.7%.

“It is worth noting that three of the major challenger brands… are all below average when it comes to satisfaction and likelihood of renewing,” Roy Morgan Industry Communications Director Norman Morris said.

“Our data shows these insurers are gaining new customers but they may have difficulty in retaining them.

“To be successful, it is crucial for insurance companies to retain customers.”

The Royal Automobile Association of SA tops the rankings with a score of 92.1%.

Suncorp-owned Apia is second with 89.3%, followed by RAC WA (87.5%) and IAG-owned SGIO WA (85.7%).

RACQ Insurance is fifth with 84.5%, followed by RACV (83.4%), IAG-owned NRMA Insurance (83.3%) and CGU (81.7%).

Rounding out the top 10 are Suncorp-owned AAMI (81.4%) and Allianz (80.9%).

Suncorp Insurance is 11th with 80%, followed by sister company GIO on 79.8%.

QBE scored 79.4% to take 14th spot.