I shopped around for weeks and dithered about which company offered the best deal
Eventually, we opted for Direct Line, as they offered a good 'lifetime' policy, and we got discount as we are already customers.
I also shortlisted Virgin, and others such as More Th>n, M & S and some of the supermarkets.
It depends on what is important to you in relation to cover; but when shopping around I found a spreadsheet was the only way of ensuring I was comparing 'like with like' as the excess, length of cover, extras and so forth varied considerably from policy to policy