Shory
Shory is a UAE-licensed digital insurance broker headquartered in Abu Dhabi, aggregating policies from 20+ insurers across car, health, home, pet, marine, and EV lines for over 1 million consumers and businesses, with embedded distribution through government platforms and major UAE brands.
- Company typePrivate
- Founded2021
- HeadquartersAbu Dhabi, United Arab Emirates
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Shory does
Shory (legal entity Shory Insurance Brokers LLC) is a UAE-licensed digital insurance aggregator and broker headquartered in Abu Dhabi, operating under Central Bank of the UAE Insurance Broker License Number 287. The platform allows consumers and businesses to compare, purchase, and manage insurance policies online 24/7 through web and mobile applications (iOS, Android, Huawei App Gallery), removing paperwork, sales calls, and branch visits. Core product lines comprise car insurance (third-party from AED 551/year and comprehensive from AED 1,191/year), individual health insurance (basic and enhanced plans), home insurance for owners/tenants/landlords, and pet insurance for cats and dogs, with policy issuance taking under 90 seconds for motor and under four minutes for health. Distribution is anchored on aggregator relationships with 20+ UAE insurers (ADNIC, ADNTC, Al Ain Ahlia, AWNIC, Dubai Insurance, Fidelity United, Insurance House, Methaq, NGI, Orient, Orient Takaful, QIC, RAK, Salama, Watania, Union, Yas Takaful) plus embedded placements with FAB, Emaar, ADNOC, Dubai Land Department, Abu Dhabi Pension Fund, and TAMM 4.0.
Underlying technology combines an AI-driven quote engine, real-time government verification integration (TAMM, Dubai authorities), and an API-style pricing/issuance layer that pulls from multiple insurers in parallel. Specialized products extend the platform beyond personal lines: digital marine insurance integrated into Dubai Maritime Authority's Smart DMA app via PCFC, a Chinese EV insurance solution with EVS and Fidelity United, and a visit-visa insurance quota platform for travel agencies via business.shory.com. Revenue is generated primarily as brokerage commissions on each policy placed (no subscription fees for the platform itself), with Tabby-powered 4-installment payment plans improving affordability for consumers.
The company is backed by IHC (International Holding Company), the most valuable listed company on the Abu Dhabi Securities Exchange, through the affiliated First.tech entity, and operates with 101–250 employees. Customer scale is reported at over 1 million users with AED 50B+ in insured property assets and AED 3B+ in insured marine fleets, and the business has expanded geographically into Saudi Arabia via shory.sa. Go-to-market is product-led: self-serve digital acquisition funnels supplemented by high-profile referral partnerships with UAE government platforms and marquee commercial brands.
Shory firmographics
Firmographics- Name
- Shory
- Legal name
- Shory Insurance Brokers LLC
- Website
- https://www.shory.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Shory is a UAE-licensed digital insurance broker headquartered in Abu Dhabi, aggregating policies from 20+ insurers across car, health, home, pet, marine, and EV lines for over 1 million consumers and businesses, with embedded distribution through government platforms and major UAE brands.
- Ownership category
- akta.pro rank
Shory industry classification
Industry- Product category
- Digital Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)
Keywords
Where Shory is headquartered
LocationHeadquarters
- HQ city
- Abu Dhabi
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Shory business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Insurance Brokerage Commissions: Shory operates as a licensed insurance broker (License 287) earning commissions from insurance companies for placing policies. The platform drives sales for multiple insurers including ADNIC, ADNTC, Al Ain Insurance, AWNIC, Dubai Insurance, Fidelity United, Insurance House, Methaq, NGI, Orient, Orient Takaful, Qatar Insurance, RAK, Salama, Watania, and Union Insurance. Revenue is generated through policy sales across personal (car, health, home, pet) and business lines (travel insurance for agencies).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Third-party car insurance - cheapest legal minimum coverage starting from AED 551/year |
| Subscription | Annual | Comprehensive car insurance - full protection coverage starting from AED 1,191/year |
| Subscription | Annual | Health insurance - basic and enhanced plans available |
| Subscription | Annual | Add-on coverage options - roadside assistance, off-road, rental car, natural disaster cover |
| Subscription | Pay-as-you-go | Flexible payment - pay in full or 4 interest-free installments via Tabby |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels8 records
Shory product offering
Product offeringCore offering
Shory is a UAE-based digital insurance brokerage platform operating as a licensed insurance broker (Central Bank of UAE License 287) that enables individuals and businesses to compare, purchase, and manage insurance policies from over 20 UAE insurers through a fully digital process with AI-powered instant quote generation and policy issuance in under 90 seconds. Core insurance products include car (third-party and comprehensive), individual health, home, and pet insurance for consumers, plus specialized offerings such as digital marine insurance and Chinese EV insurance solutions for businesses, with Shory earning commissions on policy placements.
Product overview
Shory is a UAE-based digital insurance aggregation and brokerage platform (Shory Insurance Brokers LLC), affiliated with First.tech and backed by IHC (Abu Dhabi). The platform operates as a web and mobile application enabling customers to compare, purchase, and manage insurance policies from multiple providers across personal and business lines. The core product portfolio includes Car Insurance (with Third-Party and Comprehensive sub-products), Individual Health Insurance (Basic and Enhanced plans), Home Insurance (structure, contents, or combined coverage), and Pet Insurance (for cats and dogs). Specialized offerings include Digital Marine Insurance and Chinese EV Insurance. The platform differentiates through AI-powered instant quote generation and policy issuance (under 90 seconds for car insurance), fully digital no-paperwork processes, and partnerships with 20+ insurance providers and government platforms including TAMM. The company operates under Central Bank of the UAE License Number 287.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Digital car insurance aggregation platform enabling individual UAE vehicle owners to compare and purchase third-party and comprehensive motor insurance policies from 20+ UAE insurers, with AI-powered instant quote generation, 90-second policy issuance, and fully online purchase requiring no paperwork.
- Third-Party Car Insurance Mandatory third-party liability coverage required by UAE law, covering damages or injuries caused to third parties, starting from AED 551/year with optional add-ons including personal accident coverage, roadside assistance, and Oman extension (Orange Card).
- Comprehensive Car Insurance Full vehicle protection covering accidents, theft, fire, natural disasters, and third-party liability, starting from AED 1,191/year, with add-ons including temporary vehicle replacement, off-road cover for SUVs, and car rental reimbursement.
- Individual Health Insurance Digital health insurance offering basic and enhanced medical plans from top UAE providers, available 24/7 online in under four minutes from start to finish, covering doctor visits, hospitalization, emergency care, specialist consultations, and prescription medications for individuals, family members, or domestic helpers.
- Home Insurance Digital home insurance covering residential properties for structure, contents, or both, offering policies for homeowners, tenants, and landlords, with instant policy issuance and no paperwork required through an online process.
- Pet Insurance Digital pet insurance for cats and dogs covering veterinary fees, third-party liability, and advertising/reward costs for missing pets, with a fully online quote and purchase process requiring only pet microchip number and Emirates ID.
- Digital Marine Insurance Specialized fully digital marine insurance service for maritime operators and vessel owners, launched as the UAE's first such offering in partnership with PCFC (Ports, Customs and Free Zone Corporation) and integrated directly into the Dubai Maritime Authority's Smart DMA app for seamless digital purchasing.
- Chinese EV Insurance Solution Specialized insurance solution for Chinese electric vehicle owners in the UAE, addressing insurance acceptance challenges, premium affordability, and access to certified EV repair facilities, combining Shory's digital platform with EVS's certified repair network and Fidelity United's motor coverage.
- Visit Visa Insurance for Agencies Travel insurance product designed for inbound visit visa agencies in the UAE, allowing agencies to purchase visit visa insurance quotas and manage coverage for their clients through the dedicated business.shory.com platform.
- TAMM 4.0 Digital Vehicle Insurance Renewal Digital vehicle insurance renewal service integrated within the Abu Dhabi government TAMM 4.0 platform that combines insurance renewal with vehicle inspection and registration renewal using AI and government verification features for fully digital, paperless processing.
Quantifiable outcome
- Over 1 million customers trust Shory for their insurance needs
- +6 more outcomes
Companies that use Shory
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles2 records
Shory technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature4 records
Shory partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered minor and core.
- SheelminorMoU signed at MIITE 2026 to explore mobility and digital insurance integration, enhancing the driving experience for UAE customers through combined expertise in mobility services and insurance.
- MraijebminorMoU formalized at MIITE 2026 combining digital insurance and security expertise to build a stronger risk framework for UAE organisations.
- OrbitWorksminorPartnership to explore satellite asset insurance and geospatial intelligence for flood detection, fleet coverage, and risk modelling in UAE. Combines satellite data capabilities with insurance expertise for advanced risk assessment.
- ICP (International Communities Platform)minorShory Group contributed AED 1 million to ICP's collective wedding initiative for 60 Emirati grooms, reinforcing community ties under UAE's Year of the Family 2026.
- Abu Dhabi Pension FundcoreStrategic partnership to provide exclusive vehicle insurance benefits and discounts for over 50,000 retirees through the TAMM digital platform. Retirees can compare and choose insurance products from 15+ insurance companies through a streamlined digital process. Part of government efforts to enhance services and quality of life for Abu Dhabi retirees.
- Rafid Automotive SolutionscoreStrategic partnership in Sharjah enabling paperless vehicle insurance services and instant insurance issuance after vehicle inspections. Collaboration streamlines insurance renewal and vehicle registration processes through digital solutions, improving customer convenience for Sharjah vehicle owners.
- EVS (Electric Vehicle Services)coreStrategic partnership combining Shory's digital insurance platform, EVS's certified EV repair network, and Fidelity United's motor insurance coverage. Launches exclusive insurance solution for Chinese electric vehicles addressing insurance acceptance, premium affordability, and access to qualified repair facilities for Chinese EV owners in the UAE.
- Fidelity United Insurance CompanycoreStrategic partnership with EVS and Shory to launch exclusive insurance solution for Chinese electric vehicles in the UAE. Provides motor insurance coverage as part of the collaboration addressing key challenges Chinese EV owners face regarding insurance acceptance, premium affordability, and access to qualified EV repair facilities.
- PCFC (Ports, Customs and Free Zone Corporation)coreStrategic partnership to launch the UAE's first fully digital marine insurance service, directly integrated into Dubai Maritime Authority's Smart DMA app. Enables seamless marine insurance purchasing for maritime operators and vessel owners.
- ADNIC (Abu Dhabi National Insurance Company)coreLeading UAE insurance provider partnered with Shory to offer motor insurance products through the Shory digital platform.
- ADNTC (Abu Dhabi National Takaful Company)coreTakaful insurance provider partnered with Shory offering Sharia-compliant motor insurance products on the platform.
- Al Ain Ahlia Insurance CompanycoreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- AWNIC (Al Wathba National Insurance Company)coreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Dubai Insurance CompanycoreDubai-based insurance provider partnered with Shory offering motor insurance products through the platform.
- Fidelity United InsurancecoreInsurance provider partnered with Shory offering motor insurance products. Also strategic partner for Chinese EV insurance solution.
- Insurance HousecoreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Methaq Takaful Insurance CompanycoreTakaful insurance provider partnered with Shory offering Sharia-compliant motor insurance products.
- NGI (National General Insurance)coreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Orient Insurance CompanycoreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Orient TakafulcoreTakaful insurance provider partnered with Shory offering Sharia-compliant motor insurance products.
- Qatar Insurance (QIC)coreInternational insurance provider partnered with Shory offering motor insurance products through the platform.
- RAK InsurancecoreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Salama InsurancecoreIslamic Arab Insurance Company (Salama) partnered with Shory offering Sharia-compliant motor insurance products including the lowest third-party rate starting from AED 551.25/year.
- Watania TakafulcoreTakaful insurance provider partnered with Shory offering Sharia-compliant motor insurance products.
- Union InsurancecoreInsurance provider partnered with Shory offering motor insurance products through the digital platform.
- Yas TakafulcoreTakaful insurance provider partnered with Shory offering Sharia-compliant motor insurance products on the platform.
- FAB (First Abu Dhabi Bank)coreStrategic partner with referral links for insurance products through FAB platforms. FABNHL (First Abu Dhabi Bank National Health Insurance) logo displayed on website indicating health insurance partnership.
- Emaar PropertiescoreStrategic partner with referral links for insurance products through Emaar property platforms and customer touchpoints.
- ADNOCcoreTrusted partner organization with referral integrations for insurance services through ADNOC network of service stations and platforms.
- Dubai Land DepartmentcoreGovernment partner with referral integration for insurance services on Dubai Land Department platforms.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Shory competitors and assessment
Company assessmentDirect peers
- Policybazaar UAE: UAE arm of PB Fintech's Policybazaar, operating as a digital insurance aggregator for motor, health, and life products. Comparable as a multi-carrier, consumer-facing insurance comparison platform targeting the same UAE customer base.
- InsuranceMarket.ae: UAE-licensed digital insurance broker aggregating quotes from multiple carriers for motor, health, and other lines. Closely comparable as a regulated broker-aggregator with a similar product-led, multi-insurer distribution model.
- Yallacompare: UAE-based online insurance comparison platform offering multi-carrier quotes for car, health, and other personal lines. Directly comparable as a digital insurance aggregator in the same UAE market with similar product breadth and PLG motion.
- WiseCompare: UAE insurance comparison platform offering quotes from multiple insurers for car, health, and home cover. Directly comparable as a digital insurance aggregator in the same UAE market with similar product coverage.
- Souqalmal: UAE-based financial comparison platform covering insurance, credit cards, and personal finance products. Directly comparable as a UAE insurance aggregator serving consumers with a multi-carrier quote-and-purchase flow.
- Bayzat: UAE insurtech offering health and motor insurance alongside HR/employee-benefits SaaS. Comparable as a UAE digital insurance provider, with a broader B2B SaaS angle that differentiates but overlaps materially on insurance distribution.
- Comparez Insurance: UAE-licensed insurance broker offering online comparison and purchase of motor, health, and travel policies. Closely comparable as a regulated broker-aggregator in the same geography and product set.
Regional players
- Tajer (Tajer Tech): MENA-focused digital insurance broker/aggregator operating across multiple GCC markets. Comparable as a regional peer with a similar aggregator model serving similar customer segments, providing a relevant benchmark for Shory's planned KSA expansion.
Broad incumbents
- Orient Insurance: Major UAE/GCC insurance carrier partnered with Shory. Comparable as an incumbent carrier with growing direct digital channels, making it both a key supply partner and a structural disintermediation risk to aggregators.
- Salama Insurance (Islamic Arab Insurance Company): One of the largest takaful insurers in the UAE, partnered with Shory as a carrier. Comparable as a broad incumbent that also invests in direct digital distribution, representing both a supply partner and a potential disintermediation threat.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Shory social profiles
Digital presenceShory compliance and trust
Trust signalCompliance1 record
Shory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shory leadership team
Management profileNumber of profiles
Profiles1 record
Shory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shory
What does Shory do?
Shory is a UAE-based digital insurance brokerage platform operating as a licensed insurance broker (Central Bank of UAE License 287) that enables individuals and businesses to compare, purchase, and manage insurance policies from over 20 UAE insurers through a fully digital process with AI-powered instant quote generation and policy issuance in under 90 seconds. Core insurance products include car (third-party and comprehensive), individual health, home, and pet insurance for consumers, plus specialized offerings such as digital marine insurance and Chinese EV insurance solutions for businesses, with Shory earning commissions on policy placements.
Is Shory a public or private company?
Shory is a private company. It is classified as corporate owned and is currently operating.
When was Shory founded?
Shory was founded in 2021. It employs 101 to 250 people.
Where is Shory based?
Shory is headquartered in Abu Dhabi, United Arab Emirates, in the Middle East region.
How does Shory make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Shory's main competitors?
Direct peers on record are Policybazaar UAE, InsuranceMarket.ae, Yallacompare, WiseCompare, Souqalmal, Bayzat and Comparez Insurance. Tajer (Tajer Tech) is listed as a regional player. Broad incumbents are Orient Insurance and Salama Insurance (Islamic Arab Insurance Company).
Does Shory have an API?
No public API is recorded for Shory.
What industry is Shory in?
Shory's product category is Digital Insurance Brokerage. Its primary akta.pro industry code is FSAEADAN, Insurtech-Enabled Brokerage (Digital Brokers & Aggregators). Its NAICS code is 52421 and its SIC code is 6411.