What Urban Jungle does

Urban Jungle is a London-based online insurance broker founded in 2016 by Jimmy Williams (CEO) and Greg Smyth (CTO), regulated by the UK Financial Conduct Authority (registration 782061) and operating as Urban Jungle Services Ltd. The company sells home insurance products directly to UK consumers through a self-serve digital platform, offering Contents Insurance (from £5/month), Buildings Insurance (£1m cover, underwritten by Wakam UK Limited), combined Buildings & Contents, Landlord Insurance (administered by Uinsure, underwritten by Ageas, AXA, RSA, UK General and Zurich), Travel Insurance (arranged by PJ Hayman & Co., underwritten by Canopius), Students Contents Insurance, and a new 'Select by Urban Jungle' non-standard home insurance line (December 2025, in partnership with Prestige Underwriting). Customer segments include UK homeowners, renters, students, and landlords, with a stated emphasis on serving non-standard and underserved customers declined by traditional insurers.

The platform is built around AI/ML technology used for fraud detection, risk assessment, and pricing, with the company claiming its proprietary models allow it to identify fraud more efficiently and price more fairly than incumbents. The digital-first architecture enables a quote-to-purchase flow without phone or agent intermediation, supported by integrations with Stripe, GoCardless, and Braintree for payments, Premium Credit Limited for monthly premium financing, Zendesk for support, and Google Analytics/Facebook Pixel for acquisition analytics.

Urban Jungle monetises primarily through broker commissions on insurance premiums arranged with its panel of underwriters, supplemented by credit-broker fees from Premium Credit Limited on monthly premium financing arrangements. The company has raised approximately £43.3 million ($55 million) in total venture funding across multiple rounds, including a £16.5M Series A in May 2022 led by Intact Ventures and Ingka Group and an £11.2M round in April 2024 with Sony Innovation Fund participation. It is a Certified B Corporation, Carbon Neutral Business, and Living Wage Employer, and has served over 300,000 customers with 10,000+ Trustpilot reviews.

Name

Urban Jungle

Legal name

Urban Jungle Services Ltd

Website

https://myurbanjungle.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Urban Jungle is a UK FCA-regulated online insurance broker selling home, landlord, travel, and non-standard home insurance directly to consumers via a self-serve digital platform, using AI/ML for fraud detection and pricing.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Broker Commission: Urban Jungle operates as an independent online insurance broker, arranging policies with insurers on behalf of customers. Receives commission from insurers which is a percentage of total annual premium.
2. Credit Broker Fees: For monthly payment options, operates as a credit broker (not lender) and may receive fees or commissions from lender Premium Credit Limited for premium financing.
3. Premium Financing Interest: Some monthly payment options may include interest charges. Price shown always inclusive of interest if monthly option selected. Uses Premium Credit Limited for premium financing.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Urban Jungle is an independent online insurance broker that arranges home, contents, buildings, landlord, and travel insurance policies from a panel of underwriters, sold through a fully self-serve digital platform. Customers get quotes, customize coverage, buy policies, and make changes or cancellations online 24/7, with flexible monthly rolling plans starting from £5/month for Contents Insurance. The broker uses proprietary AI/ML for fair pricing, fraud detection, and to serve non-standard customers typically declined by traditional insurers.

Product overview

Urban Jungle is an online insurance broker offering a portfolio of home insurance products through a digital-first platform. The core offering includes Contents Insurance (from £5/month), Buildings Insurance (£1m cover), and combined Buildings & Contents Insurance. Additional products include Travel Insurance, Landlord Insurance, and Non-Standard Home Insurance under the 'Select by Urban Jungle' brand. Optional add-ons include Accidental Damage, Home Emergency Cover, Legal Expenses, Out of Home Cover, and specialized coverages. The platform enables customers to get quotes and manage policies online with monthly rolling plans and free cancellation. Insurance is arranged with panel underwriters including Wakam UK Limited, Canopius Managing Agents, and Uinsure.

Differentiator

Problem solved

Functional benefit

Brands

• Select by Urban Jungle: Non-standard home insurance brand offered in partnership with Prestige Underwriting for customers with atypical profiles such as non-standard construction, prior subsidence, or unoccupied properties.

Products and services

• Home Insurance (Core Platform) Urban Jungle's core home insurance platform offering flexible, affordable coverage with transparent pricing, enabling customers to get quotes and purchase policies online in minutes. Policies are available as monthly rolling plans with free cancellation and online changes.
• Contents Insurance Insurance covering personal belongings including jewellery, phones, bikes, furniture, and other valuables both inside and outside the home. Includes Tenants Liability Cover as standard. Starting from £5/month with up to £50k cover per person.
• Buildings Insurance Insurance covering the cost of repairing damage to the structural parts of a home including roof, walls, windows, and permanent fixtures like fitted kitchens and bathrooms. Provides £1m of buildings cover. Underwritten by Wakam UK Limited.
• Buildings & Contents Insurance (Combined) Combined insurance policy covering both the building structure (£1m cover) and contents within (up to £120k cover). Includes cover for phones and bikes, with optional add-ons for Accidental Damage, Legal Expenses, and Home Emergency Cover.
• Travel Insurance Insurance for trips including single-trip and annual multi-trip coverage. Features up to £10m emergency medical cover and up to £5,000 trip cancellation cover. Can add Winter Sports coverage. Arranged by PJ Hayman & Co. Limited and underwritten by Canopius Managing Agents.
• Landlord Insurance Insurance for property owners renting to tenants, covering buildings and/or contents. Administered by Uinsure and underwritten by a panel of insurers including Ageas, AXA, RSA, UK General, and Zurich. Includes add-ons like Home Emergency Cover, Landlord Legal Expenses, and Rent Guarantee.
• Students Contents Insurance Specialized contents insurance for students covering belongings in student houses, shared accommodation, or halls of residence. Covers phones, laptops, bikes, and other belongings against theft, loss, and accidental damage. Can cover houses with up to 6 housemates and includes Common Areas option.
• Select by Urban Jungle (Non-Standard Home Insurance) Non-standard home insurance brand delivered through partnership with Prestige Underwriting. Serves customers with atypical profiles including non-standard construction, prior subsidence, or unoccupied properties that are often declined in the standard market.

Quantifiable outcome

• Helping over 300,000 customers
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core, supporting and minor.

• Prestige UnderwritingcoreStrategic or Co-development Partner · 1 December 2025Partnership to deliver non-standard home insurance through Urban Jungle's digital platform under 'Select by Urban Jungle' brand. Enables Urban Jungle to expand into non-standard market segment serving customers with atypical profiles such as non-standard construction, prior subsidence, or unoccupied properties.
• Tech ZerosupportingStrategic or Co-development Partner · 1 January 2021Action group for tech companies committed to tackling the climate crisis. Members must measure and publish greenhouse gas emissions, commit to net-zero targets, and report progress annually.
• PaymentshieldsupportingChannel Partner/ Reseller/ DistributorPartner for some Home Insurance products. Policies underwritten by panel of insurers including Allianz, AXA and many more.
• UinsurecoreChannel Partner/ Reseller/ DistributorAdministers Urban Jungle's Landlord Insurance policies. Underwritten by panel of insurers including Ageas, AXA, RSA, UK General and Zurich.
• Wakam UK LimitedsupportingOthersUnderwriter for Urban Jungle's Buildings Insurance Only policy
• Canopius Managing AgentssupportingOthersUnderwriter for Urban Jungle's Travel Insurance policies, arranged by PJ Hayman & Co. Limited
• PJ Hayman & Co. LimitedsupportingOthersArranges Urban Jungle's Travel Insurance policies. Underwritten by Canopius Managing Agents.
• Astrenska Insurance LimitedsupportingOthersUnderwriter for Urban Jungle's Tenants Liability Insurance
• StripesupportingTechnology or IntegrationPayment processor for credit card, debit card, and bank payments. Used for payment analytics and other payment transaction services.
• GoCardlesssupportingTechnology or IntegrationPayment processor for Direct Debit payments, payment analytics, and other payment transaction services.
• BraintreesupportingTechnology or IntegrationPayment processor for PayPal payments, payment analytics, and other payment transaction services.
• StudentBeanssupportingGTM or Marketing PartnerStudent discount partner offering students credit towards their Urban Jungle insurance policy.
• Carbon Neutral BritainsupportingStrategic or Co-development PartnerCarbon offset partner. Urban Jungle measures carbon footprint and offsets total emissions through internationally recognised projects including hydroelectric power in Brazil and wind power in the Philippines.
• Be EnrichedminorOthersLocal charity partner tackling social isolation and food poverty by providing meals and creating inclusive community spaces in South London.
• Community Tech AidminorOthersLocal charity partner working to close the digital divide by providing technology and skills to local people in South London.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Root Insurance: US-based insurtech using mobile telematics and AI/ML for personalised auto insurance pricing. Comparable in AI-driven underwriting for fairer pricing of personal lines, though operates at significantly larger scale and is now public.
• Direct Line Group: UK insurance incumbent with strong home insurance franchise through Direct Line, Churchill, and Privilege brands. Comparable as primary UK home insurance competitor with established brand, but operates as traditional underwriter rather than digital broker.
• Lemonade: Public US-based AI-driven insurance platform using behavioural economics and machine learning for instant underwriting and claims. Comparable in tech-forward, digital-first insurance brokerage approach, though operates at much larger scale across multiple lines and geographies.
• Hiscox: UK-listed specialty insurer offering home and contents insurance with a digital distribution push. Comparable as UK home insurance incumbent increasingly investing in digital channels, but operates as underwriter with broader specialty insurance portfolio.

Direct peers

• Hugo Insurance: UK car insurance startup using AI and data science for instant coverage and fairer pricing with flexible monthly payments. Comparable in digital-first, AI-enabled personal lines insurance brokerage approach targeting underserved or non-standard customer segments.
• Marshmallow: UK-based insurtech using AI/ML to price car and home insurance for non-standard customers, including migrants and those with complex profiles. Closest direct comparable to Urban Jungle in terms of UK focus, digital-first model, and AI-driven underwriting for underserved segments.
• Laka: UK-based collective insurance platform starting with cycling insurance and expanding into home/contents. Comparable in digital-first UK personal insurance distribution with a community-oriented brand and flexible subscription pricing.
• Many Pets (formerly Bought By Many): UK-founded insurtech that pioneered digital-first, customer-centric insurance distribution with monthly rolling subscriptions. While now focused on pet insurance, the early business model and approach closely mirror Urban Jungle's home insurance playbook.
• Hometree: UK home cover provider offering home warranty, boiler, and home insurance via a digital platform. Comparable in target customer (UK homeowners) and digital-first insurance distribution model, though with stronger focus on home warranty/heat pump coverage.

Emerging players

• Zego: UK insurtech focused on mobility and gig economy insurance using data-driven underwriting. Comparable as UK insurtech with technology-led approach to underserved segments, though focused on commercial mobility rather than personal home lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/urban-jungle-insurance/posts/?feedView=all
• Xx.com/myurbanj

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds10 records

Investors7 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 Urban Jungle