What Pikl does

Pikl Insurance Services Limited is a Norwich-headquartered, FCA-authorised (firm number 773457) insurance intermediary founded in 2016 that specialises in cover for the UK short-term rental and sharing economy. On the consumer side it distributes specialist policies — Airbnb host cover with up to £5 million public liability, holiday let, landlord, static caravan, park home, holiday lodge and glamping pod insurance — via a self-serve digital quote platform (quote.pikl.com), phone sales and an extensive SEO and content-marketing funnel targeting Airbnb hosting queries. On the B2B side it sells 'insurance-enabled business models' to property managers, letting agencies, PMS providers and OTAs, including Flexible Cancellation, Damage Deposit Waiver, Damage Protection Insurance, Rental Guarantee and a white-label insurance comparison website that lets partners earn referral commissions inside their own onboarding, email and owner-portal flows.

Underlying the proposition is an aggregation and comparison platform operating across a panel of UK insurers with coverage designed specifically for short-term rental risk, wrapped with Pikl's own products to fill gaps left by standard home insurance and platform protections such as Airbnb's Aircover. The company earns revenue through insurance commissions on individual host premiums and through per-booking transaction fees (flexible cancellation upcharges, non-refundable damage deposit waiver fees) plus white-label and affiliate referral commissions on B2B volume, with a London office supplementing the Norwich HQ to support data science, pricing, underwriting and brand leadership.

Name

Pikl

Legal name

Pikl Insurance Services Limited

Website

https://pikl.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Pikl is a UK FCA-authorised insurance intermediary that provides specialist cover for short-term rental hosts and 'insurance-enabled' products — flexible cancellation, damage deposit waivers and white-label platforms — to property managers, PMS providers and OTAs.

Ownership category

akta.pro rank

Product category

Specialty Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Real Estate / Lessors Risk BOP (FSAJAFAI)

akta.pro secondary industries

Hospitality BOP (Hotels/Motels) (FSAJAFAH), Small Business BOP (Main Street) (FSAJAFAA)

Keywords

• Short-term rental insurance
• Airbnb host insurance
• Holiday let insurance
• Embedded insurance platform
• Insurance broker UK

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance commission/referral fees: Pikl operates as an insurance intermediary, comparing prices across a panel of top UK insurers for short-term rental coverage. Revenue is generated through commissions from insurance sales placed through their platform.
2. Flexible cancellation insurance: Property managers pay for or earn revenue from flexible cancellation insurance offered at checkout or across all bookings. Insurance covers liability to both guests and property owners.
3. Damage deposit waiver fees: Non-refundable damage waiver fees charged to guests as an alternative to traditional deposits, creating new revenue stream for property managers.
4. White-label/referral commissions: Partners generate referral commission by promoting insurance through owner portals, emails, websites and onboarding processes using Pikl's white-label solution.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Pikl operates as an FCA-regulated insurance intermediary providing specialist insurance products for the UK short-term rental market. For individual hosts, it offers cover including Airbnb insurance, holiday let, landlord, static caravan, park home, holiday lodge, and glamping pod insurance through an online quote platform and panel of UK insurers. For B2B property managers, letting agencies, PMS providers, and OTAs, it delivers insurance-enabled solutions such as flexible cancellation, damage deposit waivers, damage protection insurance, rental guarantees, and white-label insurance comparison websites that integrate coverage into booking workflows to generate additional revenue per booking.

Product overview

Pikl is an insurance-enabled solutions provider for the short-term rental marketplace, operating as both a direct-to-consumer insurance provider and a B2B platform provider. The consumer portfolio includes individual host insurance products (Airbnb Insurance, Holiday Let Insurance, Landlord Insurance, Static Caravan Insurance, Park Homes Insurance, Holiday Lodge Insurance, and Glamping Pod Insurance) that provide specialist coverage exceeding what standard home insurance or platform-provided protections like Airbnb's Aircover offer. The B2B product suite centers on insurance-enabled business models for property managers and platforms, including Flexible Cancellation, Damage Deposit Waiver, Damage Protection Insurance, Rental Guarantee, and White-Label Insurance Comparison Website. All products leverage insurance as a revenue driver rather than merely a protective mechanism, with the company powering booking flexibility and revenue growth across the marketplace ecosystem. The company operates quote.pikl.com as its consumer-facing quote platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Airbnb Insurance for Hosts Specialist insurance providing £5 million public liability cover for individual hosts renting properties on platforms such as Airbnb, VRBO, and Booking.com. Covers guest-related incidents, theft, accidental and malicious damage by guests, and includes up to 365 days of guest-related cover.
• Holiday Let Insurance Comprehensive protection for holiday home owners and property sharers renting to paying guests, covering property damage, guest-related incidents, and liability claims specific to holiday letting.
• Landlord Insurance Flexible landlord insurance providing cover for both short-term guests and long-term tenants in a single convenient package, designed for property owners listing on multiple platforms.
• Static Caravan Insurance Comprehensive insurance cover specifically designed for static caravans used in the holiday rental market.
• Insurance for Park Homes and Mobile Homes Specialist insurance cover for park homes and mobile homes rented out to guests in the short-term rental market.
• Insurance for Holiday Lodges and Chalets UK insurance coverage specifically designed for holiday lodges and chalets used in the short-term rental market.
• Glamping Pod Insurance Specialized insurance coverage for glamping properties and structures, covering property damage and guest-related incidents.
• Flexible Cancellation (B2B) Insurance-enabled cancellation solution for property managers and platforms that allows guests to opt for flexible cancellation during checkout. Flips the industry pain point of cancellations into revenue growth while covering liability to both guests and property owners.
• Damage Deposit Waiver (B2B) Non-refundable damage deposit waiver replacing traditional refundable deposits. Guests pay a smaller fee for peace of mind while property managers generate additional revenue and reduce administrative burden.
• Damage Protection Insurance (B2B) Tailored insurance for short-term rental portfolios. Offered as a single policy for entire portfolios or via an affiliate scheme with referral commission for property managers.
• Rental Guarantee (B2B) Guarantees property owners a specified amount of rental income each year, providing confidence in their investment while protecting against non-payment or vacancy risks.
• White-Label Insurance Comparison Website White-labelled insurance comparison website provided to business partners with their own branding, promoting specialist short-term rental insurance coverage across a panel of insurers through owner portals, emails, and websites.
• Pikl Quote Platform Online quote platform enabling customers to compare prices across a panel of top UK insurers and obtain insurance quotations for short-term rental properties.

Quantifiable outcome

• 20% market share in UK short-term rental sector within two years
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Superhog: Guest verification and damage protection platform for short-term rental operators globally. Directly comparable to Pikl's damage deposit waiver and damage protection insurance products, with a stronger guest-screening overlay.
• Battleface: Specialty insurance MGA providing travel, adventure, and short-term rental-adjacent coverage through a panel of carrier partners. Comparable niche-specialist MGA model and similar white-label/B2B distribution to Pikl.
• Safely: Short-term rental insurance and guest screening platform serving US hosts and property managers. Closely comparable to Pikl on product (host liability, guest damage) and on B2B2C distribution via property managers and channels.
• Proper Insurance: US-based specialist short-term rental insurance provider offering host and property manager coverage including liability, guest damage, and income protection. Directly competes with Pikl's core host insurance products and serves the same Airbnb/VRBO host base, though focused on the US market.
• RentalCover: Travel and vehicle/equipment rental insurance marketplace. Comparable business model to Pikl — a specialist insurance intermediary aggregating multiple underwriters for a niche audience with embedded checkout distribution.

Emerging players

• Cover Genius: Global embedded insurance platform powering protection products for partners including travel and rentals. Comparable to Pikl on the 'insurance-enabled business model' thesis of monetising partner transactions through embedded coverage.

Broad incumbents

• Next Insurance: US digital small business insurance carrier with broad product suite including BOP, general liability, and landlord cover. Comparable to Pikl on digital-first distribution to small hosts but a far larger and broader incumbent.
• Aviva: One of the largest UK insurers and likely a panel partner for Pikl's host insurance products. Pikl's CEO Louise Birritteri is a former Aviva Finance Director/Head of Pricing. Comparable as the underwriting counterparty whose appetite determines Pikl's product breadth.
• Coterie Insurance: US small commercial insurance MGA with API-driven distribution to platforms and partners. Comparable to Pikl on white-label/embedded distribution for niche SMB segments like short-term rental hosts.
• Zurich Insurance UK: Major UK general insurer offering commercial and landlord insurance products that compete for the same host/property-manager buyer Pikl serves. Relevant as both a panel underwriter candidate and a direct competitor for landlord and holiday let cover.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pikl_UK
• Facebookfacebook.com/Piklinsure
• LinkedInlinkedin.com/company/pikl-insurance/about
• Instagraminstagram.com/piklinsurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds3 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about Pikl