Green Flag Ltd has been named Which? Trusted Trader of the Month for April 2026. 

First established in 1971 as the National Breakdown Recovery Club, the company initially covered car breakdowns in a fifty-mile radius of Bradford. It changed its name in 1994 and today provides 24/7 roadside assistance for vehicles across the UK and Europe. It has been endorsed by Which? Trusted Traders since 2022.

We spoke to Katie Calienda, Head of Rescue Trading at Green Flag, to learn more about the businesses successes and how being a Which? Trusted Trader has affected it.

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Making flexible breakdown cover easier and more accessible

A car breakdown is a stressful experience - no matter who you are or where it happens.

‘We view breakdown service as an emergency service,’ said Katie. ‘As a result, our approach to the customer is at the forefront of everything we do. Customers who have broken down are often in a vulnerable situation and we aim to minimise any impact.’

That customer-first mindset is reflected in clear, ambitious standards. The company aims to reach every breakdown within 60 minutes, diagnose issues over the phone wherever possible to send the right vehicle first time, and equip frontline staff with sensitivity training so they can respond with care and understanding.

Supporting vulnerable customers is a key priority, and there is a clear focus on making the process as easy as possible through enhanced accessibility measures.

‘When someone makes a claim and a vulnerability is identified, they’re immediately flagged as a priority in our system,’ said Katie. ‘That vulnerability could relate to age, disability, a medical condition, mental health, pregnancy, or other personal circumstances. From there, our service providers ensure the right level of urgency and care is applied.’

With services such as British Sign Language (BSL) interpretation offered, as well as audio and braille formats, customers can access support in ways that work best for them.

And that support begins well before a breakdown occurs. Recent improvements to the company’s website make it easier for customers to explore cover options and find policies that suit both their needs and their finances.

This was commended by one of our judges, who said: ‘By evolving their website to include a real-time "toggle" system for quotes, they moved from a rigid pricing model to one that is great at helping customers to customise coverage based on their budget.’

‘Green Flag has a genuine focus on doing the right thing for customers, even in challenging moments. Every day, teams across the business work hard to get people moving again quickly, fairly and with care, where that customer-first mindset really shows in the outcomes we deliver,’ said Katie.

Outstanding charity work

Another stand-out feature of this company is its dedication to charity work across the country.

‘Recently, our teams have been actively involved in local Charity Days,’ said Katie. ‘In Leeds, colleagues took part in a community project at a local cricket club to improve the grounds for local players and visitors.

‘Meanwhile, our Glasgow team rolled up their sleeves at a nearby community allotment to help create a welcoming and sustainable green space for residents.’

The business is also currently organising a series of fundraising events, walks and activities in support of Movember, raising awareness and funds for men’s mental health.  

One of our judges commented: ‘The team charity days show a great side to the company. I like how they put work back into the community and how this helps them also build as a team.’

Which? Trusted Traders endorsement builds trust

We asked Katie how being a Which? Trusted Trader has affected business.

‘We joined the Which? Trusted Trader scheme because it’s a widely recognised and trusted benchmark for service standards. Being part of a scheme that many consumers already know and value helps reassure customers about the standards they can expect when choosing a breakdown provider.’

‘For many customers, it builds confidence and trust at the point they need us most and reinforces that we’re committed to doing the right thing and being accountable for the service we deliver,’ she said.

Abby Hughes, Which? account manager for Green Flag, said: ‘I am absolutely delighted to see that Green Flag has been named Trader of the Month. This is a well-deserved achievement and a testament to the hard work and dedication of the entire team. Congratulations on this fantastic recognition.’

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