Uinsure

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.

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

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

• Insurance intermediation
• Home insurance platform
• Landlord insurance
• Insurtech solutions
• White-label insurance

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core.

• Yorkshire Building SocietycoreChannel Partner/ Reseller/ DistributorMajor UK building society partnership for offering white-label home insurance to Yorkshire Building Society customers through the Uinsure platform
• Leeds Building SocietycoreChannel Partner/ Reseller/ DistributorWhite-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 SocietycoreChannel Partner/ Reseller/ DistributorPartnership with Skipton Building Society to provide home insurance solutions to their customer base through Uinsure's technology platform
• Leek Building SocietycoreChannel Partner/ Reseller/ DistributorWhite-label insurance partnership with Leek Building Society offering home insurance quotes in as little as 20 seconds
• Suffolk Building SocietycoreChannel Partner/ Reseller/ DistributorPartnership providing Suffolk Building Society members access to Uinsure's home insurance platform and products
• Virgin MoneycoreChannel Partner/ Reseller/ DistributorMajor 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
• QuiltercoreChannel Partner/ Reseller/ DistributorPartnership with Quilter to provide home insurance solutions integrated into their financial advisory and mortgage services
• SimplyBizcoreChannel Partner/ Reseller/ DistributorPartnership with SimplyBiz network to provide insurance products through their network of financial advisers
• The CumberlandcoreChannel Partner/ Reseller/ DistributorPartnership with The Cumberland building society to offer home insurance to their customers
• Motability Enterprises LimitedcoreChannel Partner/ Reseller/ DistributorPartnership 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)coreTechnology or IntegrationFull 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
• AllianzcoreOthersPart of Uinsure's insurer panel providing 5 Star Defaqto rated insurance policies to customers
• AgeascoreOthersPart of Uinsure's insurer panel providing competitive pricing and comprehensive coverage for home insurance products
• Covea InsurancecoreOthersMulti-award winning insurer with Standard and Poor's AA- rating; joined panel to drive greater pricing competitiveness; has over 2.1m policyholders in UK
• AXAcoreOthersPart of Uinsure's insurer panel providing home and specialist insurance coverage
• Tokio MarinecoreOthersPart of Uinsure's insurer panel providing specialist insurance products
• Prestige UnderwritingcoreOthersSpecialist insurer on panel supporting non-standard insurance products
• ZurichcoreOthersPart of specialist insurance panel handling non-standard and commercial referrals
• RSAcoreOthersPart of specialist insurance panel for non-standard and commercial insurance referrals
• Pen UnderwritingcoreOthersPart of specialist insurance panel for non-standard and commercial referrals

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• Xx.com/Uinsure_adviser

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Uinsure