What By Miles does

By Miles is a UK-based private motor insurance intermediary that pioneered pay-per-mile car insurance for drivers travelling under 7,000 miles per year. Its core proposition is a two-part pricing model combining an upfront fixed fee covering the vehicle while parked with a per-mile rate for actual miles driven, monthly-billed and capped at 150 miles per day. The product is distributed direct-to-consumer through the bymiles.co.uk website, a mobile app, and price-comparison website partnerships, with no broker or physical distribution layer.

Underlying the pricing model is a telematics stack delivered via two channels: a self-installed Miles Tracker device plugged into the vehicle's OBD-II socket, and the By Miles Connect platform that pulls mileage data directly from connected vehicles via cloud integrations with manufacturers including Mercedes-Benz and Ford (covering 10 brands). The mobile app layers on consumer features — Find My Car (GPS tracking, 75% stolen-vehicle recovery rate), Car Medic (engine-code diagnostics), journey-level cost transparency, MOT/tax/ULEZ reminders, and self-serve policy management — creating product-led differentiation beyond core insurance. Policies are underwritten by UK Insurance Ltd, part of the Direct Line Group within Aviva.

The company was founded by James Blackham (who remains CEO) and is headquartered in Norwich with a London presence. Following Direct Line Group's acquisition and subsequent integration into Aviva, Aviva announced in November 2025 that it would divest By Miles as part of portfolio restructuring; the company has ceased offering quotes to new customers while existing policies run off to their end dates. The business has historically been venture-backed (~£26.6M total disclosed funding from CommerzVentures, Octopus Ventures, InMotion Ventures, Insurtech Gateway, JamJar, Salica, Lumleys) and held multiple industry awards including Insurance Choice Awards Best Car Insurance Provider (2021) and Best Insurance App (2020).

Name

By Miles

Legal name

By Miles Ltd

Website

https://bymiles.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

By Miles is a UK pay-per-mile car insurance intermediary that combines a fixed annual fee with a per-mile rate for drivers under 7,000 miles annually, using telematics or connected-car integrations, distributed direct-to-consumer online.

Ownership category

akta.pro rank

Product category

Usage-Based Car Insurance

akta.pro primary industry

Pay-Per-Mile Personal Auto Insurance (FSAJAAAC)

akta.pro secondary industry

Usage-Based / Telematics Personal Auto Insurance (FSAJAAAB)

Keywords

• Pay-per-mile insurance
• Usage-based insurance
• Telematics car insurance
• Connected car insurance
• Low mileage auto insurance

Headquarters

HQ city

Hammersmith

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pay-per-mile Insurance Premiums: Hybrid pricing model with upfront fixed fee covering the car while parked, plus per-mile rate for actual miles driven. Monthly billing based on miles driven. If customer drives less than estimated, they pay less. Commission received from insurers included in premium.
2. Service and Platform Fees: Small fee covers associated benefits including mobile app, web dashboard, Miles Tracker mobile data, and policy changes. First three self-serve changes per year are free; additional changes incur charges shown in Policy Schedule.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

By Miles offers UK pay-per-mile car insurance where customers pay a fixed annual upfront fee to cover their vehicle while parked, plus a per-mile rate for miles actually driven, billed monthly. Mileage is captured either via a self-installed OBD-II telematics device (Miles Tracker) or directly through the By Miles Connect platform that integrates with connected vehicles from manufacturers such as Mercedes-Benz and Ford.

Product overview

By Miles is a UK-based pay-per-mile car insurance provider offering a single core insurance product with flexible pricing based on actual miles driven. The product is delivered through three service delivery options: a physical Miles Tracker telematics device, the By Miles Connect platform for connected vehicles (Mercedes-Benz and Ford), and a smartphone app/web dashboard for policy management. Optional add-ons include breakdown cover (via RAC), temporary replacement vehicle cover, and legal expense cover. The company is part of the Direct Line Group and is FCA regulated.

Differentiator

Problem solved

Functional benefit

Products and services

• Pay-Per-Mile Car Insurance Comprehensive car insurance policy for individual UK drivers, priced as a fixed upfront fee plus a per-mile rate based on actual miles driven. Targeted at drivers covering under 7,000 miles annually.
• Breakdown Cover Optional add-on breakdown assistance cover provided by RAC Motoring Services and RAC Insurance Limited, available alongside the core pay-per-mile policy.
• Temporary Replacement Vehicle Cover Optional add-on providing a temporary replacement vehicle, supplied by Strategic Insurance Services Limited, available to policyholders on the core insurance product.
• Legal Expense Cover Optional add-on legal expense insurance provided by Auxillis (underwritten by RAC Insurance), covering accidents where the policyholder is at fault.

Quantifiable outcome

• Drivers can save an average of £303.64 by switching to By Miles (for those driving under 7,000 miles/year)
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability1 record

Feature6 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• UK Insurance LtdcoreTechnology or IntegrationPrimary insurance provider partner that underwrites By Miles insurance policies. UK Insurance Ltd is part of the Direct Line Group structure.
• Mercedes-BenzcoreTechnology or IntegrationLaunch partner for By Miles Connect platform enabling trackerless connected car insurance. Allows drivers to connect their vehicle directly without additional hardware.
• FordcoreTechnology or IntegrationLaunch partner for By Miles Connect platform. Ford connected car owners can benefit from seamless insurance coverage without Miles Tracker hardware.
• RAC Motoring Services and RAC Insurance LimitedsupportingTechnology or IntegrationProvides breakdown cover as an optional add-on for By Miles policyholders. RAC supplies both the motoring services and insurance coverage for breakdown.
• Strategic Insurance Services LimitedsupportingTechnology or IntegrationProvides Temporary Replacement Vehicle cover as an optional add-on to By Miles insurance policies.
• Auxillis (underwritten by RAC Insurance)supportingTechnology or IntegrationProvides optional legal expense cover add-on for By Miles policyholders.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Lemonade: US digital insurer (and acquirer of MetroMile) using AI-led underwriting and a mobile-first experience. Comparable in combining telematics-driven auto with consumer-grade digital insurance UX.
• Cuvva: UK insurtech offering flexible, app-based temporary and short-term car insurance. Comparable as a digitally native UK car insurer targeting underserved consumer segments via mobile-first UX.
• Marshmallow: UK-based insurtech using data-driven pricing and digital onboarding in personal motor. Comparable as a UK digital-first motor insurer focused on better pricing for specific customer profiles.

Broad incumbents

• Direct Line Group: Parent group of By Miles and one of the UK's leading personal lines insurers with motor, home and rescue brands. Relevant as both parent/underwriter and direct UK motor competitor.
• Aviva: Indirect parent (via Direct Line Group) and one of the UK's largest general insurers with broad motor and home products. Relevant as parent of the parent and a major UK auto insurance competitor.
• Admiral (including LittleBox telematics): UK's largest personal lines insurer with telematics options (LittleBox) and price comparison brands. Comparable on UK personal auto distribution, scale, and telematics capability.

Direct peers

• MetroMile: US-based pay-per-mile auto insurer using a combination of a connected device (Metronome) and a mobile app. Closest international analog to By Miles' pay-per-mile model and target low-mileage driver segment.
• Root Insurance: US telematics-based auto insurer that prices based on driving behavior captured via mobile app. Closely comparable in use of smartphone/OBD-style telematics for personalized auto insurance pricing.
• Hastings Direct (SmartMiles): UK personal lines insurer offering telematics-based products with usage-based elements; competes directly with By Miles for the same UK low-mileage / younger driver segments.

Regional players

• Inshur: UK/US-focused commercial and private hire motor insurtech using telematics and a digital platform. Comparable in applying telematics and digital distribution to UK motor insurance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ByMiles
• Facebookfacebook.com/GoByMiles
• LinkedInlinkedin.com/company/bymiles

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors9 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 By Miles