Right Choice Insurance Brokers

What Right Choice Insurance Brokers does

Right Choice Insurance Brokers Limited (RCIB) is a privately held, FCA-authorised (FRN 475620) UK insurance broker headquartered in Romford, Essex, with a secondary office in Redditch. The firm, founded by Mike Joseph and led by Managing Director Darren Joseph, sits within the broader Lucida Group alongside the Bennetts motorbike-insurance sister brand. RCIB's commercial focus is the non-standard segment of the UK personal-lines market, placing motor, home, and van insurance for consumers who are typically declined or overpriced by mainstream providers, including convicted or banned drivers, young drivers, high-performance and imported-vehicle owners, and property owners with flood, subsidence, or flat-roof risk. The broker's core commercial differentiator is an individual-underwriting model delivered through proprietary quoting and policy-management software, supported by a call-centre operation handling 3,000+ calls per day across dedicated sales, renewals, claims, and customer-care lines.

RCIB's revenue model is commission-based across a panel of more than 25 motor insurers and 13 home insurers, supplemented by owned-product economics from three breakdown brands (AutoAid and Autonational for the UK, Euro Rescue for European travel), the Club RCIB cashback loyalty programme, and a growing stable of acquired niche brands (Autosaint, Ladybird, First Van and Motor, Bike Devil, Pink Pound Insurance, Miles Cheaper). Distribution is omnichannel: direct phone sales from fully staffed offices (deliberately not internet-only), online self-service quotation and a customer portal, price-comparison and affiliate sites, and an institutional channel via the Aviva personal-lines partnership expanded in October 2021. Brand-building investment includes major sponsorship of the British Touring Car Championship (BTCC), targeting car-enthusiast segments.

The capital structure reflects founder/management ownership with one disclosed growth-capital event: an LDC (Lloyds Development Capital) investment in 2018, used in part to fund the 2021 acquisition of the Fresh Insurance Services Group motor brands from Kingfisher UK Holdings, which materially expanded the company's telematics, young-driver, and commercial-vehicle capability. Operational scale (51-100 employees, a dedicated customer-care and vulnerability policy, FCA Consumer Duty implementation, and a 7-year data-retention framework) indicates a mid-market broker positioned in a defensible niche where mainstream price-comparison-led distribution under-serves the customer base.

Name

Right Choice Insurance Brokers

Legal name

Right Choice Insurance Brokers Limited

Website

https://rcib.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Commercial Lines Insurance Brokerage (FSAEADAB), Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

Keywords

• Non-standard motor insurance
• Car insurance brokerage
• Home insurance brokerage
• Breakdown cover services
• Van insurance brokerage

Headquarters

HQ city

Rochford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: RCIB acts as an insurance broker earning commissions from panel of insurance providers for placing motor, home, van and breakdown insurance policies. They work with over 25 motor insurers and 13 home insurers on their panel.
2. Breakdown Insurance Products: RCIB owns and administers breakdown insurance brands (AutoAid, Autonational, Euro Rescue) with the breakdown product offered by insurer Equity Red Star, arranged and administered by Right Choice Insurance Brokers Ltd.
3. Brand Acquisitions and Licensing: RCIB acquires insurance brands and their in-force book of business, such as the Autosaint, Ladybird and First Van and Motor brands from Fresh Insurance Services Group Ltd, expanding their customer base and product offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Right Choice Insurance Brokers (RCIB) is a UK-based insurance broker specializing in non-standard motor insurance for customers who are typically declined or overpriced by standard insurers, including convicted drivers, young drivers, high-performance vehicle owners, and imported car owners. The broker also arranges home insurance, van insurance, and owns three breakdown cover brands (AutoAid, Autonational, Euro Rescue), placing policies through a panel of over 25 motor insurers and 13 home insurers.

Product overview

Right Choice Insurance Brokers (RCIB) is an FCA-authorized insurance broker offering a unified platform of motor and home insurance products, primarily serving the non-standard market segment. The core product portfolio centers on Car Insurance, Home Insurance, Van Insurance, and Breakdown Cover through three sub-brands (AutoAid, Autonational, and Euro Rescue). RCIB differentiates through its proprietary software enabling individualized policy assessment for high-risk profiles. The company operates via a panel of over 25 motor insurers and 12 home insurers, supplemented by strategic partnerships (Bennetts for motorbike insurance) and acquired brands (Autosaint, Ladybird, First Van and Motor). Additional services include a customer portal, quote retrieval systems, and Club RCIB loyalty program. RCIB is headquartered in Romford, Essex with a secondary office in Redditch.

Differentiator

Problem solved

Functional benefit

Brands

• AutoAid: UK-based breakdown and recovery service offering personal cover that insures the driver so they are covered in any car they legally drive
• Autonational
• Euro Rescue
• Club RCIB
• Right Choice Insurance Brokers

Products and services

• Car Insurance Motor vehicle insurance for standard, high-risk, young drivers, convicted drivers, imported vehicles, and high-performance cars. RCIB specializes in non-standard motor insurance cases that other brokers decline.
• Home Insurance Buildings and contents insurance for homeowners, landlords, and portfolio property owners. Covers flat roofs, flood risk, subsidence risk, and high-value properties.
• Van Insurance Commercial vehicle insurance for single vans to large fleets, including camper vans and classic vans. Covers drivers with accidents or convictions.
• AutoAid Breakdown UK breakdown and recovery service insuring the driver for coverage in any eligible vehicle they legally drive, including classic cars and motorbikes. Offers roadside assistance, recovery to a destination of choice, and caravan recovery.
• Autonational Breakdown UK breakdown service insuring a named vehicle for any driver to use. Ideal for families sharing a single vehicle, with coverage levels from roadside only to total service.
• Euro Rescue European breakdown and recovery service for clients traveling to Europe. Offers short to longer-term cover with UK breakdown assistance contact number included.
• Bennetts Motorbike Insurance Specialist motorcycle insurance broker service offered through the Bennetts partnership. Provides 5-star Defaqto rated cover for modern, classic, and adventure bikes, with 90 days European cover and 17 common modifications included as standard.
• Temporary Car Insurance Short-term motor insurance covering periods from 1 to 28 days. Provides same coverage as regular motor vehicle cover for temporary needs such as borrowing a vehicle or while a regular vehicle is in repair.
• Club RCIB Customer loyalty and cashback program offering savings on car, home, and other insurance products for RCIB members.
• Customer Portal Online self-service platform for existing customers to manage policies, view documentation, make mid-term adjustments, and process renewals, secured with 256-bit SSL.

Quantifiable outcome

• Up to 65% multi-vehicle discount available
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, major and supporting.

• AvivacoreChannel Partner/ Reseller/ Distributor · 8 October 2021Aviva expanded its relationship with RCIB (the motor insurance specialist within Lucida Group) through a new 12-month deal to provide non-standard motor cover for Aviva's personal lines customers. This builds on a long-standing relationship where Aviva has underwritten motor cover with RCIB for several years. The partnership demonstrates Aviva's commitment to growth through personal lines and gives RCIB customers confidence through the broker support from Aviva.
• Fresh Insurance Services Group LtdmajorStrategic or Co-development Partner · 15 April 2021RCIB purchased the Autosaint, Ladybird and First Van and Motor brands from Fresh Insurance Services Group Ltd (a wholly owned subsidiary of Kingfisher UK Holdings Limited) for an undisclosed sum. The in-force book of business and the team who sell and service these brands transferred to RCIB. The acquisition augments RCIB's proposition with broader footprint and more expertise in Telematics, Young Driver and Commercial Vehicle.
• Equity Red StarcoreTechnology or IntegrationThe breakdown insurance product featured on the website is offered by insurer Equity Red Star and is arranged and administered by Right Choice Insurance Brokers Ltd. RCIB reserves the right to change the insurer used in connection with the website.
• BennettscoreStrategic or Co-development PartnerRCIB's sister company Bennetts is a UK-based specialist motorcycle insurance broker with over 90 years of experience, comparing prices from Britain's biggest motorbike insurance underwriters. Bennetts provides Defaqto 5 Star Rated motorcycle insurance products (2010-2022) and is referenced on RCIB's motorbike insurance page.
• Kingfisher UK Holdings LimitedmajorStrategic or Co-development PartnerParent company of Fresh Insurance Services Group Ltd, Kingfisher is a leading specialist and niche insurance group. They sold the Autosaint, Ladybird and First Van and Motor brands to RCIB as these brands did not align with Kingfisher's focus. Kingfisher retained home products and will continue to provide standard motor and home insurance to affinity partners.
• Price Comparison and Affiliate SitessupportingChannel Partner/ Reseller/ DistributorRCIB works with price comparison sites and affiliates who direct customers to their services. Affiliates may use cookies to track visits and receive attribution for resulting purchases of insurance products.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Sureterm Direct: UK broker specialising in non-standard motor, convicted-driver and young-driver cover — a smaller but directly comparable specialist competing with RCIB for the same hard-to-place risk pool.
• Coverbox: UK telematics-based motor insurer targeting young and non-standard drivers — an emerging specialist using technology to compete on the same risk pool that RCIB serves through traditional broker assessment.

Broad incumbents

• Admiral Group: Wales-based motor insurance incumbent with multiple UK brands (Admiral, Diamond, Elephant, Gladiator) competing across price-comparison and direct channels; sets market pricing benchmarks that RCIB's panel quotes against.
• Direct Line Group: Major UK personal lines insurer operating Direct Line, Churchill, Privilege and Darwin brands across motor and home — a broad incumbent whose panel-pricing decisions directly affect RCIB's placement economics.
• Swinton Insurance: Established UK high-street insurance broker offering motor, home and commercial cover via branch and digital channels — broader incumbent with overlapping SME and personal lines brokerage activities.

Direct peers

• Bennetts (sister company): RCIB's sister UK specialist motorcycle insurance broker with 90+ years of experience and Defaqto 5-star rated products — directly comparable in specialist-niche broker strategy and currently part of the same group.
• Adrian Flux: UK specialist insurance broker focused on non-standard and niche motor, home, van and travel cover including imported cars, modified vehicles, and high-risk drivers — RCIB's closest direct competitor in the non-standard UK personal lines segment.
• Hastings Direct: UK-based motor and home insurance provider with a heritage in non-standard and price-comparison-distributed motor insurance, directly competing with RCIB for non-standard personal lines customers across phone and digital channels.

Others

• Go.Compare (GoCo Group): UK price-comparison website distributing motor and home insurance including non-standard risks — a distribution partner and competitive threat that funnels customer acquisition toward the panel RCIB depends on.
• Kingfisher UK Holdings: Parent of Fresh Insurance Services Group, which divested Autosaint, Ladybird and First Van and Motor to RCIB in April 2021; a fellow UK specialist/niche insurance group and a source of further potential divestiture for RCIB's roll-up strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RCIBLtd
• LinkedInlinkedin.com/company/right-choice-insurance-brokers

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 records

Funding overview

Funding rounds1 record

Investors1 record

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 Right Choice Insurance Brokers