Uinsure
Uinsure is a UK-based insurtech intermediary that delivers home, landlord, non-standard and commercial insurance through a technology platform connecting financial advisers, banks, building societies and affinity partners with a competing panel of underwriters.
- Company typePrivate
- Founded2014
- HeadquartersManchester, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Uinsure does
Uinsure is a UK-based insurtech intermediary founded in 2007 and headquartered in Manchester, operating as a technology-driven general insurance platform that connects consumers, financial advisers and major UK financial institutions with a panel of underwriters for home, landlord, non-standard and commercial insurance. The company serves individual policyholders through a B2B2C distribution model spanning financial advisers and mortgage brokers, tier-1 banks and building societies (Yorkshire, Leeds, Skipton, Virgin Money, Quilter, SimplyBiz, The Cumberland, Suffolk, Leek), affinity groups (Motability), and the One Mortgage System (OMS) CRM integration. As of February 2025, Uinsure reported more than 250,000 in-force policies, over £16M paid out in settled claims, and a 4.7/5 Trustpilot rating, with FCA authorisation held under both Uinsure Ltd. (FRN 463689) and Uinsure Commercial Limited (FRN 913081).
Uinsure's core technology stack centres on the Adviser Platform, which enables advisers to generate home insurance quotes in approximately 20 seconds from three questions and place policies in under one minute, and on UinsureCX, a platform that tracks mortgage lifecycle stages and delivers automated, contextual insurance communications at key moments in the customer's mortgage journey. Its commercial differentiator is a multi-underwriter competition model in which insurers on the panel (Allianz, Ageas, Covea, AXA, Tokio Marine, Prestige Underwriting, Zurich, RSA, Pen Underwriting and others) bid on identical policy coverage, allowing the customer or adviser to receive a single best-priced quote without manual comparison. Products have held Defaqto 5 Star ratings for ten consecutive years on home insurance (since 2014) and nine on BTL/landlord.
The business model is transaction-based: Uinsure earns intermediation commissions on every policy placed through its Adviser Platform, its white-label partner integrations, or its specialist referrals division (Uinsure Specialist, launched October 2021). Revenue therefore scales directly with policy volume and take-up rates across its partner network, and is diversified across distribution channels rather than concentrated on any single end-customer segment. The company is privately held, with no disclosed institutional investors beyond a 2018 Perwyn growth capital round, and operates solely within the United Kingdom.
Uinsure firmographics
Firmographics- Name
- Uinsure
- Legal name
- Uinsure Ltd.
- Website
- https://uinsure.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Uinsure is a UK-based insurtech intermediary that delivers home, landlord, non-standard and commercial insurance through a technology platform connecting financial advisers, banks, building societies and affinity partners with a competing panel of underwriters.
- Ownership category
- akta.pro rank
Uinsure industry classification
Industry- Product category
- Insurance Technology (Insurtech) / Insurance Intermediation
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
Keywords
Where Uinsure is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Uinsure business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Insurance Intermediation/Brokerage: Earns commissions from panel of insurers for placing home, landlord, and specialist insurance policies. Acts as intermediary between customers (via advisers/partners) and insurance underwriters.
- White-Label Partnership Fees: Provides branded insurance platforms to partners (banks, building societies, affinity groups) who white-label Uinsure technology, generating revenue through policy placement commissions and platform fees.
- Specialist Insurance Referrals: Handles non-standard and commercial insurance referrals through dedicated specialist team, earning referral fees and placement commissions from specialist insurers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Home Insurance - Buildings and Contents |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Uinsure product offering
Product offeringCore offering
Uinsure is a UK FCA-authorised insurance intermediary that places home, landlord, non-standard and business insurance policies from a panel of underwriters (Allianz, Ageas, AXA, Covea, Tokio Marine, Prestige and others) via its Adviser Platform, UinsureCX technology and white-label partner portals. It sells primarily through financial advisers, mortgage brokers, building societies, banks and affinity groups, generating commissions on each policy placed.
Product overview
Uinsure is a UK-based insurtech company offering a range of insurance products through both direct-to-consumer and B2B (adviser/partner) channels. The core products include Home Insurance (buildings, contents, or combined), Landlord Insurance (for buy-to-let properties), Non-Standard Insurance (for specialist properties like listed buildings, non-standard construction, unoccupied properties, flood-affected properties), and Business Insurance (for commercial properties and liability). The company operates primarily through its Adviser Platform and UinsureCX technology, which enables integration with mortgage advisers and white-label partnerships with banks, building societies, and financial networks. Uinsure provides 5 Star Defaqto rated policies and works with multiple insurers including Allianz, Ageas, Covea, Modus, AXA, Tokio Marine, and Prestige Underwriting.
Differentiator
Problem solved
Functional benefit
Brands
- Uinsure Specialist: Specialist insurance division handling non-standard and commercial insurance referrals, covering properties with non-standard construction, unoccupied buildings, flood/subsidence history, ongoing building works, mid-high net worth policies, and business insurance.
- UinsureCX
Products and services
- Home Insurance Home insurance providing buildings cover, contents cover, or combined coverage. Policies are 5 Star Defaqto rated and include coverage for damage caused by accidents, extreme weather, fires, storms, and flooding. Targeted at UK homeowners.
- Landlord Insurance Insurance for buy-to-let and rental property owners, covering buildings and/or contents for rental properties. BTL/Landlord products have received Defaqto 5 Star rating for nine consecutive years. Targeted at UK landlords.
- Non-Standard Insurance Specialist insurance for non-standard properties and circumstances including non-standard construction (timber-framed, thatched roofs, listed buildings), unoccupied properties, flood-affected properties, properties with subsidence history, and properties undergoing building works. Targeted at property owners with non-standard risk profiles.
- Business Insurance Commercial insurance covering property portfolios, blocks of flats, commercial properties, public and employer's liability for over 500 types of businesses, tradespeople, and professions. Targeted at SME businesses and commercial property owners.
- Specialist Landlords Insurance Specialist insurance for landlords with complex needs beyond standard BTL cover, including multi-property portfolios and non-standard rental situations. Targeted at landlords with complex or higher-risk property portfolios.
- Adviser Platform Online quoting and policy administration platform for financial advisers and mortgage brokers. Allows advisers to generate home insurance quotes in as little as 20 seconds and complete applications in under a minute. Targeted at UK financial advisers and mortgage brokers.
- UinsureCX Industry-first technology platform that automates insurance quotes at key moments in the mortgage journey. Tracks individual mortgage progress and provides fully automated communications at relevant times, absorbing data such as mortgage circumstances to deliver dynamic, contextual content. Targeted at mortgage brokers, advisers and lending partners.
Quantifiable outcome
- Quote generation in 20 seconds (down from 20-30 minutes)
- +5 more outcomes
Companies that use Uinsure
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles3 records
Uinsure technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Uinsure partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- Yorkshire Building SocietycoreMajor UK building society partnership for offering white-label home insurance to Yorkshire Building Society customers through the Uinsure platform
- Leeds Building SocietycoreWhite-label home insurance partnership providing customers with access to Uinsure's 5 Star Defaqto rated insurance products via Leeds Building Society-branded platform
- Skipton Building SocietycorePartnership with Skipton Building Society to provide home insurance solutions to their customer base through Uinsure's technology platform
- Leek Building SocietycoreWhite-label insurance partnership with Leek Building Society offering home insurance quotes in as little as 20 seconds
- Suffolk Building SocietycorePartnership providing Suffolk Building Society members access to Uinsure's home insurance platform and products
- Virgin MoneycoreMajor partnership enabling Virgin Money to re-enter home insurance market with innovative 5 Star Defaqto rated products backed by Uinsure's technology. Includes homeowners and landlord insurance with quotes in 30 seconds and automatic re-broking at renewal
- QuiltercorePartnership with Quilter to provide home insurance solutions integrated into their financial advisory and mortgage services
- SimplyBizcorePartnership with SimplyBiz network to provide insurance products through their network of financial advisers
- The CumberlandcorePartnership with The Cumberland building society to offer home insurance to their customers
- Motability Enterprises LimitedcorePartnership to support Motability's 7,000+ policyholders following RSA's withdrawal from the home insurance market, providing accessible home insurance coverage
- One Mortgage System (OMS)coreFull system integration enabling OMS users to access UinsureCX platform for automated insurance quotes at key moments in the mortgage journey. First CRM platform in UK to achieve ISO 27001 certification integrating insurance at application, offer and exchange stages
- AllianzcorePart of Uinsure's insurer panel providing 5 Star Defaqto rated insurance policies to customers
- AgeascorePart of Uinsure's insurer panel providing competitive pricing and comprehensive coverage for home insurance products
- Covea InsurancecoreMulti-award winning insurer with Standard and Poor's AA- rating; joined panel to drive greater pricing competitiveness; has over 2.1m policyholders in UK
- AXAcorePart of Uinsure's insurer panel providing home and specialist insurance coverage
- Tokio MarinecorePart of Uinsure's insurer panel providing specialist insurance products
- Prestige UnderwritingcoreSpecialist insurer on panel supporting non-standard insurance products
- ZurichcorePart of specialist insurance panel handling non-standard and commercial referrals
- RSAcorePart of specialist insurance panel for non-standard and commercial insurance referrals
- Pen UnderwritingcorePart of specialist insurance panel for non-standard and commercial referrals
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Uinsure competitors and assessment
Company assessmentDirect peers
- Alan & Thomas Insurance Brokers: Established UK insurance broker arranging home, landlord and commercial cover through panels and adviser channels. Comparable to Uinsure in intermediation model, panel-based pricing, and UK mid-market/affinity distribution, though without Uinsure's embedded white-label technology stack.
- Cavendish Online: UK-focused insurance intermediary specializing in home, landlord and commercial cover arranged via online adviser and direct channels. Closely comparable target segments (homeowners, landlords, specialist), panel pricing model, and intermediary distribution GTM.
- Many Pets (formerly Bought By Many): UK-founded insurtech that built an embedded insurance intermediary model using panels and partner distribution. Direct peer in intermediation technology, panel economics, and UK insurtech operating model, though currently focused on pet insurance rather than home/landlord.
- Superscript: UK insurtech offering commercial and specialist insurance via a panel-based online platform for SMBs and intermediaries. Comparable in technology-first intermediation model, panel-driven pricing, and expansion of online commercial lines similar to Uinsure's Uinsure Specialist division.
Broad incumbents
- Moneysupermarket Group: Large UK financial price comparison and aggregator serving home, motor and life insurance via multi-carrier panels. Adjacent/competing channel for UK home insurance distribution with overlapping end customers and panel-of-insurers approach, but broader portfolio and consumer-facing aggregation model.
- Howden UK: Major UK insurance broker with broad personal and commercial lines arranged through advisers, networks, and affinity partners. Comparable in adviser-led intermediation and affinity distribution, but with a much wider product portfolio and broader corporate broker footprint.
- Aviva UK: One of the largest UK general insurance providers underwriting home and landlord cover. Comparable in product category and customer base, but as a direct insurer/carrier rather than an intermediary; Uinsure distributes Aviva-risking products through its panel.
Emerging players
- Marshmallow: UK-founded insurtech using proprietary tech and panel-pricing to serve a specific personal lines vertical (motor). Comparable in technology-led intermediation and panel approach, though focusing on motor rather than home/landlord insurance.
- Zego: UK insurtech building embedded, on-demand insurance products for emerging verticals (gig economy, fleets). Comparable in technology-first intermediation and embedded distribution philosophy, but focused on motor/fleet rather than property lines.
Others
- SimplyHealth: UK provider of health and protection cover distributed via affinity schemes and partner bases. Indirectly comparable as an FCA-regulated UK affinity-based insurance distributor; ecosystem participant rather than direct competitor in home/landlord cover.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Uinsure social profiles
Digital presenceUinsure compliance and trust
Trust signalCompliance2 records
Uinsure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uinsure leadership team
Management profileNumber of profiles
Profiles8 records
Uinsure funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uinsure 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 Uinsure
What does Uinsure do?
Uinsure is a UK FCA-authorised insurance intermediary that places home, landlord, non-standard and business insurance policies from a panel of underwriters (Allianz, Ageas, AXA, Covea, Tokio Marine, Prestige and others) via its Adviser Platform, UinsureCX technology and white-label partner portals. It sells primarily through financial advisers, mortgage brokers, building societies, banks and affinity groups, generating commissions on each policy placed.
Is Uinsure a public or private company?
Uinsure is a private company. It is classified as private equity controlled and is currently operating.
When was Uinsure founded?
Uinsure was founded in 2014. It employs 51 to 100 people.
Where is Uinsure based?
Uinsure is headquartered in Manchester, United Kingdom, in the Europe region.
How does Uinsure make money?
Three revenue lines are on record. Insurance Intermediation/Brokerage is the primary driver. The others are white-Label Partnership Fees and specialist Insurance Referrals.
Who are Uinsure's main competitors?
Direct peers on record are Alan & Thomas Insurance Brokers, Cavendish Online, Many Pets (formerly Bought By Many) and Superscript. Broad incumbents are Moneysupermarket Group, Howden UK and Aviva UK. Emerging players are Marshmallow and Zego. SimplyHealth is listed as an others.
Does Uinsure have an API?
No public API is recorded for Uinsure.
What industry is Uinsure in?
Uinsure's product category is Insurance Technology (Insurtech) / Insurance Intermediation. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms. Its NAICS code is 524210 and its SIC code is 6411.