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About Primero Insurance
Primero was founded in Spearfish, South Dakota in 2003. They have since expanded to offer insurance products in North Dakota, Arizona, and Nevada. In 2014, Primero became a subsidiary of Nodak Mutual Insurance Company, which is based out of Fargo, North Dakota.
Primero sells personal auto insurance exclusively, using independent agents to market their products. While their website has a bit of an outdated feel and provides very little in the way of information, they do offer online bill pay and recently introduced a mobile app.
Primero Auto Insurance
Primero’s website does not offer details regarding the products they sell. They write standard personal auto insurance policies with coverage for liability and the option to add coverage for your own vehicle in the event of an at-fault accident or other damage. The website does provide a general description of these coverages.
In addition, the Primero website does not list other optional coverage, nor do they list any of the discounts that might be available. Visitors to the site are directed to call a toll-free number where they can enter their zip code to be directed to an agent. This procedure is likely to be less appealing to those accustomed to obtaining quick quotes for comparison when shopping for insurance.
While Primero advertises competitive insurance rates, they do not offer online quoting, so it is difficult to say how well they compare.
As a small company offering only auto insurance, it will likely be difficult for Primero to compete with large national insurance companies on premiums.
All claims are filed through a toll-free phone line at 1-800-925-8185, however, it does not state whether or not this line is available 24 hours a day. There is also a link for uploading claims documents and photos directly through the site, although this directs to a third party website.
We were unable to find further information on the claims process available on the website.
Ratings and Consumer Reviews
Primero’s home office in Spearfish is not currently rated by the Better Business Bureau (BBB). In spite of the fact that there has been a BBB file on the company since 2009, the reason given for the lack of rating is that there is not enough information available. There is one review, but no customer complaints on file in the past three years.
Primero’s office in Las Vegas, Nevada does have a BBB rating of A, with no complaints on file in the past three years.
There are a few scattered reviews of Primero, including this one at Ripoff Report, that state the company is slow to handle claims, but overall there is very little on which to base an opinion of this company.
The Bottom Line
Due to the general lack of information regarding Primero’s rates, products, and reputation, we are unable to form a clear opinion of the company at this time. Primero appears to be the type of company that might be considered when comparing rates with a local agent, or via word of mouth.
For a list of companies that we recommend, visit our Best Insurance Companies page.