Policy Expert

What Policy Expert does

Policy Expert is a UK personal lines insurance intermediary founded in 2011 and headquartered in London (legal entity QMetric Group Limited). It distributes home, car, and pet insurance products to individual consumers, reaching over 1.6 million customers and reporting gross written premium of £485 million for the year ending December 2025. The company sells exclusively through price-comparison websites, supplemented by direct digital sales and UK-based contact centres in Milton Keynes and Motherwell, with the Motherwell site planned to triple in size.

The product portfolio spans five-tier home insurance (Basic through Platinum, buildings cover £600K-£1.5M), four-tier car insurance (Bronze through MAX, comprehensive only), and three-tier lifetime pet insurance (Bronze up to £4,000, Silver up to £7,500, Gold up to £15,000 in vet fee limits), with add-ons such as breakdown, key, legal, and excess protection. Its core technology differentiator is a vertically integrated DIY SOS claims model operated through three dedicated UK claims centres and wholly-owned subsidiary Trinity Claims Limited, which deploys surveyors, drying teams, and builders within one day and restores properties in 28 days versus a typical six-month industry timeline.

The business model is commission and underwriting margin on policies placed with multiple underwriting partners (Accredited Insurance, Ageas, AXA, Bridgehaven, QIC Europe, and Flood Re for flood re-insurance), with annual subscription-style billing and quote-based pricing. The company is majority-owned by Abu Dhabi Investment Authority following a November 2023 transaction, with Cinven holding a 50% stake acquired in September 2024. Leadership includes CEO Steve Hardy, Chair Mark Wilson (former Aviva chief executive, appointed February 2025), and newly created Chief Growth Officer Graham Wright (ex-Allianz UK MD Home, appointed June 2026).

Name

Policy Expert

Legal name

QMetric Group Limited

Website

https://policyexpert.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Policy Expert is a UK personal lines insurance intermediary selling home, car, and pet insurance to over 1.6 million consumers via price-comparison websites, with a vertically integrated claims operation reported to deliver 28-day home restoration versus a six-month industry norm.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Pet Insurance (FSAJAKAG)

Keywords

• Personal lines insurance
• Home insurance
• Car insurance
• Pet insurance
• Insurance intermediary

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Revenue generated as an insurance intermediary/MGA selling home, car, and pet insurance policies. The company acts on behalf of insurers and earns commission or underwriting margin on policies sold through price-comparison websites.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Policy Expert is a UK personal lines insurance intermediary (QMetric Group Limited, FCA-regulated) that sells home, car, and lifetime pet insurance policies to consumers. Products are distributed primarily through price-comparison websites and supported by UK call centres and a 24/7 self-service portal, with claims handled through a vertically integrated DIY SOS model via three dedicated UK claims centres and its wholly-owned subsidiary Trinity Claims Limited.

Product overview

Policy Expert is a UK-based personal lines insurer offering a multi-product insurance portfolio through a vertically integrated model. The core product suite includes Home Insurance (offered across five tiers: Basic, Bronze, Silver, Gold, and Platinum), Car Insurance (Bronze, Silver, Gold, and MAX tiers), and Pet Insurance (Bronze, Silver, and Gold tiers). Each product line includes optional add-ons such as breakdown cover, legal protection, key cover, and excess protection. The company operates a vertically integrated DIY SOS claims model that enables deployment of surveyors, drying and restoration teams, and builders within one day, with home restoration in 28 days compared to industry norm of six months. Policy Expert distributes primarily through price-comparison websites and maintains UK-based call centres in Milton Keynes and Motherwell.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Buildings and contents cover for UK homeowners, offered across five tiers (Basic, Bronze, Silver, Gold, Platinum) with buildings cover from £600K to £1.5M and contents from £60K to £150K. Includes optional add-ons such as accidental damage, away from home cover, legal expenses, home emergency and key cover.
• Car Insurance Comprehensive car insurance for UK motorists, offered across Bronze, Silver, Gold and Max tiers with optional extras including breakdown cover, key protection, motor legal protection, personal accident cover, replacement vehicle and excess protection.
• Pet Insurance Lifetime pet insurance for UK cats and dogs, offered in Bronze, Silver and Gold tiers with vet fee limits from £4,000 up to £15,000, complementary treatment, behavioural treatment, dental care, third party liability, emergency boarding, holiday cover and a 24/7 vet advice line.
• Claims Management Service Self-service claims platform for Policy Expert customers covering content and buildings claims, home emergencies, legal cover and key cover handling, supported by UK-based claims teams in three dedicated centres and approved repair networks, enabling home restoration in 28 days versus the industry norm of six months.

Quantifiable outcome

• 28-day home restoration vs 6-month industry norm
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• GoCardlesscoreTechnology or Integration · 1 May 2025Partnership with GoCardless to streamline pet insurance payments - enables direct debit payment processing for customers.
• ROASTcoreGTM or Marketing Partner · 1 February 2025Appointed ROAST as search agency partner to manage SEO and search marketing activities.
• Blue CrossminorStrategic or Co-development PartnerCharity partnership supporting Blue Cross, an animal welfare charity helping sick, injured, and abandoned pets. Policy Expert employees support through volunteering and fundraising.
• Accredited Insurance (Europe) Limited - UK BranchcoreOthersUnderwriting partner for home insurance, car insurance, home emergency, legal expenses, replacement vehicle, personal accident and excess protection.
• Accredited Insurance (UK) LimitedcoreOthersUnderwriting partner for pet insurance products.
• Ageas Insurance LimitedcoreOthersUnderwriting partner for car and van insurance.
• AXA Insurance UK plccoreOthersUnderwriting partner for car and van insurance.
• Bridgehaven Specialty UK LimitedcoreOthersUnderwriting partner for home, car, pet insurance, home emergency, legal expenses and related covers.
• Flood RecoreOthersFlood re-insurance partner for certain home insurance policies providing flood risk coverage.
• QIC Europe LimitedcoreOthersUnderwriting partner for home, car insurance, home emergency, legal expenses and related covers.
• Close Brothers Premium FinancecoreOthersPremium finance partner processing and managing customer premium finance and bank account details.
• Premium Credit (PCL)coreOthersPremium finance partner for processing monthly instalment payments.
• WorldpaycoreTechnology or IntegrationPayment processing partner for credit and debit card payments, refunds and card detail storage.
• Trinity Claims LimitedcoreImplementation/ SI/ Consulting PartnerDedicated subsidiary handling all insurance claims processing.
• Sedgwick International UKcoreImplementation/ SI/ Consulting PartnerThird-party claims administrator processing and managing customer claims and complaints.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hastings Group: UK personal lines insurer focused on price-comparison-led acquisition of home and car insurance. Comparable scale, target segment (non-London mass market) and PCW-channel dependency.
• Admiral Group: Welsh-based UK personal lines insurer selling home and car insurance, primarily through price-comparison websites. Closest direct comparable given PCW-led distribution and multi-line UK focus.
• Many Pets (formerly Bought By Many): UK-originated pet insurtech offering lifetime pet cover through digital channels. Direct competitor in Policy Expert's newest (and highest-growth) product line.
• Churchill Insurance: Direct Line Group brand selling home and car insurance primarily through price-comparison websites. Direct competitor in PCW-led UK personal lines.

Broad incumbents

• Direct Line Group: UK personal lines incumbent (home, motor, pet, travel) with multi-brand portfolio including Churchill and Privilege. Larger and broader than Policy Expert but overlaps directly in target product lines.
• Aviva: UK's largest general insurer offering home, motor and pet cover at scale. Policy Expert's new Chair is Aviva's former CEO, underlining the close competitive and talent overlap.
• LV= (Liverpool Victoria): UK mutual offering home, motor and pet insurance via direct and intermediary channels. Comparable multi-line personal lines footprint with established scale.
• Markerstudy: UK personal lines insurer with significant PCW-distributed home and motor books. Comparable in distribution strategy and scale ambition in UK personal lines.

Others

• Ageas UK: Underwriting partner of Policy Expert for car and van cover and a UK home/motor underwriter. Competitively relevant as both partner and indirect rival via own retail brands.

Emerging players

• Waggel: UK digital-first pet insurtech offering lifetime cover. Emerging competitor in Policy Expert's pet line with overlapping digital distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/policyexpert
• Facebookfacebook.com/policyexpert
• Instagraminstagram.com/policyexpert

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Policy Expert