Whenever I look at car insurance/home insurance/travel insurance it seems that almost all the reviews focus on the price of the policy.
However whilst being competitive is nice, what is much more important to me is:
a) only requiring a reasonable burden of proof
b) easy way to send and receive documents, responsive claims handlers, and a quick investigation
c) not ping-ponging between multiple insurers trying to fob off the claim to the other, e.g. private health insurance vs travel insurance if there is a medical issue abroad
d) a fast payout or repair if a claim is made
e) not hiking up premiums the next year massively in the event of a claim
The few reviews which focus on claims invariably show appalling service. I would be far happier to pay some extra premium if I could be reasonably sure that I would actually get my money in the event of something going wrong.
I know insurers change their underwriting all the time, and online reviews often can't be trusted in any case, but as it stands I think most insurance reviews are particularly useless.