Stubben Edge

What Stubben Edge does

Stubben Edge is a UK-based B2B fintech group founded in 2010 by Chris Kenning (with a management buyout in 2018) that operates the Flightdeck platform to help insurance brokers, independent financial advisors (IFAs), appointed representatives (ARs), MGAs, and retailers distribute insurance, savings, and investment products. The platform unifies a marketplace of 100+ products, a CRM, policy lifecycle management, a white-label buying journey builder, and a 25+ API suite covering onboarding (KYC/KYB, AML, open banking), payments, data warehouse access, and AI-powered marketing — all delivered through a freemium marketplace entry point with subscription, commission, transaction, and embedded-insurance revenue streams. The group holds FCA authorisation across multiple subsidiaries and GFSC licensing for its Guernsey protected cell company, and it monetises regulatory infrastructure by offering an Appointed Representative model that lets brokers operate under its umbrella with access to 110+ insurer Terms of Business Agreements and 25+ bank relationships.

The business model is multi-engine: subscription and API fees from intermediaries and enterprise clients; commission and transaction fees on insurance, savings, and investment product sales through the marketplace and comparison sites (SmallBusiness.co.uk, SaveMoreMoney.com); and embedded/white-label insurance distribution with retailers. Go-to-market combines direct sales (Broker, AR, IFA, and Enterprise channels), self-serve marketplace onboarding, channel partners via the AR network, and an API-first model for insurers, MGAs, and enterprise clients building custom financial products. Between December 2021 and May 2025 the company executed seven acquisitions — Akoni Hub (cash management), Genesis Special Risks (Lloyd's broker), the BSG Division of Bonhill (media/data brands), Finpoint (SME credit broking), Insurercore (4,600+ broker network), Cedar Underwriting (Lloyd's access), and Jaywing UK (data science, AI, risk consultancy) — building out a vertically integrated platform spanning brokerage, underwriting, cash management, and embedded insurance. The Guernsey vehicle 1Edge Insurance PCC Ltd extends the model internationally under GFSC supervision.

The company is privately held with 51–100 employees, headquartered at 77 Cornhill, London, and was valued at £175 million pre-money in a £5.6M February 2023 round led by Dowgate Capital. Revenue and customer retention data are not publicly disclosed; the only disclosed growth metric is 400%+ revenue growth in 2022, which coincided with the acquisition cluster. Risk profile is shaped by regulatory dependency (FCA, GFSC), acquisitive growth execution risk, and the absence of audited financials in public sources.

Name

Stubben Edge

Legal name

Stubben Edge Group Limited

Website

https://stubbenedge.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Stubben Edge operates the Flightdeck B2B fintech platform, enabling insurance brokers, IFAs, appointed representatives, and retailers to distribute 100+ insurance, savings, and investment products via marketplace, APIs, and embedded/white-label solutions across the UK.

Ownership category

akta.pro rank

Product category

Insurance Distribution Software

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Portfolio Management and Investment Advice (523940)

SIC

Insurance Agents, Brokers & Service (6411), Loan Brokers (6163)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN), Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE), Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)

Keywords

• Insurance distribution platform
• Broker enablement software
• Financial services marketplace
• Embedded insurance APIs
• Appointed representative services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Platform Subscription & Access: Revenue from brokers, IFAs, and enterprises accessing the Flightdeck platform for marketplace, CRM, policy management, and API services. Subscription-based model with tiered access levels.
2. Insurance Commission: Commissions earned from sale of insurance products including motor, property, life, business, pet, travel, marine, and aviation insurance through the marketplace.
3. Savings & Investment Products: Revenue from offshore bonds, cash deposits, and managed investment solutions offered through the platform.
4. Accredited Partner Network: Fees from accredited partners accessing SmallBusiness.co.uk and SaveMoreMoney.com comparison sites for lead generation and distribution.
5. API & Enterprise Services: Revenue from insurers and MGAs using API suite to build and launch custom financial products on the platform.
6. Embedded Insurance Solutions: Revenue from retailers integrating insurance and financial products into their platforms through white-label solutions.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Stubben Edge operates Flightdeck, a cloud-based B2B financial services platform that gives insurance brokers, IFAs, appointed representatives and enterprises instant access to a marketplace of 100+ insurance, savings and investment products across 110+ insurer Terms of Business Agreements and 25+ banks, combined with CRM, white-label buying journeys, policy lifecycle management, identity/KYC verification, and a comprehensive API suite. Customers can self-serve on the marketplace, be onboarded as Appointed Representatives under Stubben Edge's FCA authorisation, integrate via APIs to embed and launch financial products, or consume white-label embedded insurance and finance solutions.

Product overview

Stubben Edge operates as a unified B2B fintech platform serving the insurance and financial services industry, built around its core Flightdeck platform which integrates marketplace, CRM, policy management, and API capabilities. The platform is complemented by three solution modules: Growth (accredited partner network, regulatory services, member benefits), Features (buying journeys, policy management, client portal), and APIs (comprehensive integration suite for onboarding, data, payments, and AI-powered marketing). The company has pursued an aggressive acquisition strategy to expand its capabilities, acquiring nine companies including Akoni Hub (cash management), Genesis Special Risks (Lloyd's broker), Insurercore (broker network), Finpoint (SME lending), BSG Division (content/insights brands), Cedar Underwriting (Lloyd's access), and Jaywing (data/AI marketing). The ecosystem serves brokers, IFAs, appointed representatives, and enterprises through white-label, API-driven, and platform-based delivery models.

Differentiator

Problem solved

Functional benefit

Brands

• Flightdeck: All-in-one platform providing APIs, CRM, buying journeys, policy management, and client portal for insurance and finance intermediaries
• Marketplace
• SmallBusiness.co.uk
• Save More Money

Products and services

• Flightdeck Platform Cloud-based all-in-one platform providing integrated marketplace, CRM, buying journeys, policy management, client portal and API access for brokers, IFAs, appointed representatives and enterprises selling insurance and financial products.
• Marketplace Digital marketplace giving brokers and IFAs instant access to 100+ insurance, savings and investment products across categories including motor, property, life, business, pet, travel, aviation, marine and commercial lines, backed by 110+ insurer Terms of Business Agreements and 25+ banks.
• Growth (Accredited Partner Network & Regulatory Services) Solution offering accredited partner access to comparison-site brands (SmallBusiness.co.uk and SaveMoreMoney.com) for lead generation, regulatory services for FCA permissions, member benefits including exclusive commissions, and embedded insurance and financial services.
• Features (Platform Features Module) Suite of platform capabilities including CRM with sales pipelines, optimised digital buying journeys, automated policy management (issuance, renewals, compliance tracking) and a client self-service portal, delivered on the Flightdeck platform.
• Flightdeck APIs Secure JSON RESTful API suite enabling automation across onboarding (KYC/KYB, sanctions screening, AML/open banking), CRM and sales management, data insights, product distribution, payments, compliance (Lloyd's placement, claims/policy servicing) and AI-powered marketing for insurers, MGAs and finance intermediaries.
• Broker Services Specialised solution for insurance brokers providing exclusive product access, regulatory support, business development tools, MGA enablement and risk transfer via FCA-protected cash management.
• Appointed Representative (AR) Services AR onboarding and management solution enabling faster market entry under Stubben Edge's FCA authorisation, providing access to 110+ insurer agreements, white-label product selling, built-in CRM and Lloyd's market placement.
• IFA Services Solutions for Independent Financial Advisors including FSCS-protected cash management, offshore bonds for global investments, and integrated CRM with sales pipelines and invoicing.
• Enterprise / MGA Services Enterprise-level solution for MGAs and large brokers including API access for custom product development, partnership programmes and a bespoke Product Request Tool for tailored financial solutions.
• Embedded Insurance for Retailers White-label embedded insurance and financial products (warranty, GAP, buy-now-pay-later financing) integrated into retailer and ecommerce platforms to increase average order value, conversion and customer loyalty.
• Akoni Hub Cash management platform for the wealth sector with open banking ecosystem integration, offering FSCS-protected cash deposits, savings and integrated digital functionality for IFAs and wealth managers.
• Genesis Special Risks Lloyd's broker specialising in bespoke warranty and related insurance products, providing wholesale insurance and reinsurance cover across niche products for IFAs and brokers.
• Insurercore London-based insurance networking platform connecting over 4,600 brokers with insurers, integrated into Stubben Edge to enhance broker-to-insurer connectivity.
• Finpoint FCA-regulated credit broking intermediary providing SMEs with access to a range of lending opportunities via a credit broking platform.
• Business Solutions & Governance (BSG) Division Content, data and analytics division including the SmallBusiness, GrowthBusiness, Information-Age and DiversityQ brands, providing content and insights to SME entrepreneurs and financial advisers.
• Cedar Underwriting Specialist underwriting agency providing Lloyd's market access and enterprise underwriting services for brokers and MGAs seeking to launch innovative insurance products.
• 1Edge Insurance PCC Ltd Guernsey-licensed protected cell company offering international insurance solutions and risk management services, expanding Stubben Edge's cross-border capabilities.
• Jaywing Award-winning integrated marketing agency and risk consultancy with 25-year heritage in data science, AI and integrated marketing, including the Accelerator Lab for advanced analytics and risk analytics capabilities.

Quantifiable outcome

• Over 400% revenue growth in 2022
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Four partnerships are on record, tiered supporting and core.

• 1Edge Insurance PCC Ltd (Guernsey)supportingStrategic or Co-development Partner · 1 August 2022Newly incorporated entity in Guernsey to offer international insurance solutions and risk management services, expanding Stubben Edge's global reach.
• SmallBusiness.co.uk & Save More MoneycoreChannel Partner/ Reseller/ DistributorComparison site brands within the Stubben Edge Group offering lead generation and distribution for accredited broker partners. Sites have hundreds of thousands of monthly unique users.
• Cedar UnderwritingcoreStrategic or Co-development PartnerPartnership with Cedar Underwriting to provide enterprise services including specialist Lloyd's market access, compliance support, and product launch capabilities for brokers and MGAs.
• Insurers & MGAs (via API)coreTechnology or IntegrationTechnology partnerships with insurers and MGAs enabling custom product development and launch through Flightdeck's API suite without heavy development overhead.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Superscript: Superscript is a UK digital business insurance broker offering small business coverage through a tech-enabled platform. Comparable as a UK insurtech operating in the broker distribution space, though focused on direct SMB insurance rather than broker enablement.
• Cover Genius: Cover Genius is an embedded insurance provider enabling retailers and digital platforms to offer insurance at point of sale via APIs. Directly comparable to Stubben Edge's embedded insurance distribution model targeting retailers and e-commerce platforms.
• Many Pets (formerly Bought By Many): Many Pets is a UK insurtech providing digital pet insurance and other specialty insurance products. Comparable as a UK insurtech operating in digital distribution, though focused on direct-to-consumer rather than B2B broker enablement like Stubben Edge.

Broad incumbents

• Vertafore: Vertafore is a major US insurance technology provider offering agency management, rating, and connectivity solutions for brokers and insurers. Operates in the same insurance distribution software category as Stubben Edge but with a US-centric footprint and broader portfolio.
• Zywave: Zywave provides insurance distribution, content, and analytics solutions to brokers and insurers globally. Comparable to Stubben Edge's distribution platform and content/insights capabilities, but operates at larger scale across multiple insurance verticals.
• Applied Systems: Applied Systems is a global insurance software leader offering agency management, broker workflows, and insurer connectivity across the UK, North America, and beyond. Larger incumbent serving the same broker platform category but at greater scale and geographic breadth than Stubben Edge.

Direct peers

• Acturis: Acturis is a leading UK insurance broker platform providing end-to-end workflows, insurer connectivity, and product distribution for brokers and MGAs. Directly comparable to Stubben Edge's Flightdeck platform in target customer, functionality, and UK broker market focus.
• SSP Limited: SSP provides insurance industry software solutions for brokers, MGAs, and insurers across pricing, underwriting, and policy administration. Comparable in serving UK broker software needs and product distribution workflows as Stubben Edge.
• Open GI: Open GI is a UK insurance software provider serving brokers, MGAs, and insurers with core administration, rating, and product distribution systems. Operates in the same UK broker platform category with overlapping API and middleware capabilities versus Flightdeck.
• SimplyBiz: SimplyBiz provides compliance, regulatory, and support services to UK financial advisers and mortgage brokers. Highly comparable to Stubben Edge's IFA and broker enablement services, including product access and member benefits model.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/StubbenEdge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries18 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stubben Edge