Sabre Insurance Group
Sabre Insurance Group plc is a UK-regulated motor vehicle general insurer that underwrites private car and motorbike insurance through a network of approximately 1,000 brokers and three direct-to-consumer brands (Go Girl, Insure 2 Drive, Sabre Direct).
- Company typePublic
- Founded1991
- HeadquartersDorking, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Sabre Insurance Group does
Sabre Insurance Group plc is a UK-based motor vehicle general insurer, premium-listed on the London Stock Exchange (TIDM: SBRE) since December 2017 and regulated by the Financial Conduct Authority and Prudential Regulation Authority. The company underwrites private car and motorbike insurance, with a documented underwriting bias toward the higher average premium / non-standard segment of the UK motor market. Sabre distributes its products through two complementary channels: a broker network of approximately 1,000 intermediaries selling the core Sabre Insurance brand, and three direct-to-consumer brands — Go Girl (launched 2011, targeting young female drivers), Insure 2 Drive (launched 2010, general motor insurance), and Sabre Direct (general and specialist motorbike insurance). Distribution is also supplemented via price comparison websites for the direct brands.
The core business model is general insurance underwriting, generating revenue primarily through gross written premium (GWP) of £202.9m in FY2025, down from £236.4m in FY2024. Sabre targets a net insurance margin of 18-22% and achieved 19.2% in 2025, while reporting profit before tax of £51.0m (up 4.9% YoY). The company maintains a strong capital position with a post-dividend solvency coverage ratio of 161.5% and has returned capital via a maiden £5m share buyback in 2025 alongside a dividend payout ratio exceeding 95% of earnings since IPO. Underlying technology consists of motor insurance underwriting and pricing systems housed in the company's actuarial, electronic trading, and business systems departments at its Dorking headquarters; the company employs approximately 150-170 office-based staff. There is no evidence of a public API, AI-native product suite, or platform-plus-modules architecture — operations are organised around multiple branded insurance products sharing common underwriting and operational infrastructure.
Sabre Insurance Group firmographics
Firmographics- Name
- Sabre Insurance Group
- Legal name
- Sabre Insurance Company Limited
- Website
- https://sabreplc.co.uk
- Company type
- Public
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sabre Insurance Group plc is a UK-regulated motor vehicle general insurer that underwrites private car and motorbike insurance through a network of approximately 1,000 brokers and three direct-to-consumer brands (Go Girl, Insure 2 Drive, Sabre Direct).
- Ownership category
- akta.pro rank
Sabre Insurance Group industry classification
Industry- Product category
- Personal Motor Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126)
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Non-Standard / High-Risk Personal Auto Insurance (FSAJAAAD)
- akta.pro secondary industries
- Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Personal Auto Insurance (FSAJAMAA)
Keywords
Where Sabre Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Dorking
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sabre Insurance Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Gross Written Premium: Sabre Insurance Group generates revenue primarily through motor vehicle insurance premiums. The company reported gross written premium of GBP 202.9 million for 2025.
- Insurance Underwriting: The company writes general insurance for motor vehicles in the United Kingdom, maintaining a net insurance margin target of 18%-22% range, achieved at 19.2% in 2025.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Sabre Insurance Group product offering
Product offeringCore offering
Sabre Insurance Group plc underwrites and distributes private car and motorbike insurance in the United Kingdom. The company operates a multi-channel distribution strategy combining a broker network of approximately 1,000 insurance intermediaries selling the core Sabre Insurance product, with direct-to-consumer brands targeting specific customer segments: Go Girl (young female drivers), Insure 2 Drive (general motor insurance), and Sabre Direct (general and specialist motorbike insurance). Underwriting is biased toward the higher average premium, non-standard segment.
Product overview
Sabre Insurance Group PLC is a premium-listed UK motor insurer operating a multi-channel, multi-brand distribution strategy. The company offers private car and motorbike insurance through two primary channels: (1) a broker network of approximately 1,000 intermediaries selling the core Sabre Insurance brand, and (2) direct-to-consumer brands targeting specific customer segments. The direct brands consist of Go Girl (launched November 2011, targeting young female drivers), Insure 2 Drive (launched November 2010, general motor insurance), and Sabre Direct (specialist motorbike insurance). All brands provide core motor vehicle insurance coverage with underwriting bias toward the higher average premium segment. The company is not organized as a platform-plus-modules architecture but rather as multiple branded insurance products sharing common underwriting and operational infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- Go Girl: Car insurance brand launched November 2011, appeals to young female drivers. Includes courtesy car and handbag cover as standard.
- Insure 2 Drive
- Sabre Direct
Products and services
- Sabre Insurance (Broker) Core broker-distributed private car and motorbike insurance product, sold through a broad network of approximately 1,000 insurance brokers in the UK.
- Go Girl Direct car insurance brand launched in November 2011, targeting young female drivers with policies that include a courtesy car and handbag cover as standard benefits.
- Insure 2 Drive Direct car insurance brand launched in November 2010, offering general motor insurance to UK customers seeking straightforward coverage options.
- Sabre Direct Direct insurance brand offering general and specialist motorbike insurance policies to UK customers.
Quantifiable outcome
- Net insurance margin of 19.2% achieved within 18-22% target range for 2025
- +3 more outcomes
Companies that use Sabre Insurance Group
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles3 records
Sabre Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sabre Insurance Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Motor Insurers' Bureau (MIB)coreSabre Insurance works in partnership with the Motor Insurers' Bureau (MIB), which is a not-for-profit organization providing services on behalf of the UK insurance industry. MIB manages the Motor Insurance Database, checks driving licence data against DVLA, maintains no-claims bonus entitlement and claims history, and handles claims relating to untraced and uninsured drivers.
Scale indicators10 records
Recent moves7 records
Expansion highlights4 records
Sabre Insurance Group competitors and assessment
Company assessmentDirect peers
- Markerstudy Group: UK motor insurer focused on non-standard and higher-premium risks, distributing through a large broker panel. The closest UK pure-play analogue to Sabre's specialist non-standard positioning, though privately held.
- Covéa Insurance: UK motor and home insurer owned by French mutual Covéa, distributed via brokers with a bias toward the non-standard and commercial segments. Comparable product positioning, distribution model, and regulatory exposure to Sabre.
- Admiral Group: UK-listed motor insurance group with a multi-brand direct strategy (Admiral, Diamond, Bell) and price-comparison website distribution. Direct competitor to Sabre in UK private car insurance, with overlapping product, customer, and regulatory profile but materially larger scale.
- Hastings Group: UK motor insurer specialising in price-comparison-distributed car insurance, with a particular focus on the non-standard and higher-premium segments — the most direct strategic analogue to Sabre's positioning. Publicly listed on the LSE until its 2021 take-private.
- esure Group: UK motor and home insurer, owned by Ageas, with multi-brand direct and broker distribution and a strong position in standard private car insurance. Comparable in scale, regulatory profile, and product mix to Sabre.
Broad incumbents
- Aviva plc: UK's largest general insurer with material motor exposure, distributing through brokers, direct, and aggregator channels. Massive scale advantage versus Sabre, with overlapping product and customer base.
- Direct Line Group: One of the UK's largest general insurers, with motor insurance as a core line alongside home, travel, and pet. Overlapping product, regulation, and distribution channels, but operates at much greater scale and with broader lines than Sabre.
- Ageas UK: UK division of the Belgian insurer Ageas, offering motor, home, and travel insurance through brokers and direct brands. Overlapping distribution and product set, but broader portfolio and international parent backing.
- NFU Mutual: UK mutual insurer offering motor, home, and commercial lines through a regional agent network. Comparable regulatory and product profile, with a fundamentally different mutual distribution model and broader product range than Sabre.
- Allianz Insurance UK: UK arm of global insurer Allianz, offering personal lines including motor insurance through brokers and direct channels. Comparable product line and regulation, with significantly greater capital backing and international parent support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Sabre Insurance Group social profiles
Digital presenceSabre Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sabre Insurance Group leadership team
Management profileNumber of profiles
Profiles3 records
Sabre Insurance Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sabre Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sabre Insurance Group 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 Sabre Insurance Group
What does Sabre Insurance Group do?
Sabre Insurance Group plc underwrites and distributes private car and motorbike insurance in the United Kingdom. The company operates a multi-channel distribution strategy combining a broker network of approximately 1,000 insurance intermediaries selling the core Sabre Insurance product, with direct-to-consumer brands targeting specific customer segments: Go Girl (young female drivers), Insure 2 Drive (general motor insurance), and Sabre Direct (general and specialist motorbike insurance). Underwriting is biased toward the higher average premium, non-standard segment.
Is Sabre Insurance Group a public or private company?
Sabre Insurance Group is a public company. It is classified as public and is currently operating.
When was Sabre Insurance Group founded?
Sabre Insurance Group was founded in 1991. It employs 101 to 250 people.
Where is Sabre Insurance Group based?
Sabre Insurance Group is headquartered in Dorking, United Kingdom, in the Europe region.
How does Sabre Insurance Group make money?
Two revenue lines are on record. Gross Written Premium is the primary driver. The others are insurance Underwriting.
Who are Sabre Insurance Group's main competitors?
Direct peers on record are Markerstudy Group, Covéa Insurance, Admiral Group, Hastings Group and esure Group. Broad incumbents are Aviva plc, Direct Line Group, Ageas UK, NFU Mutual and Allianz Insurance UK.
Does Sabre Insurance Group have an API?
No public API is recorded for Sabre Insurance Group.
What industry is Sabre Insurance Group in?
Sabre Insurance Group's product category is Personal Motor Insurance. Its primary akta.pro industry code is FSAJAAAD, Non-Standard / High-Risk Personal Auto Insurance, with a secondary code of FSAJAAAA, Standard Personal Auto Insurance (Liability, Collision & Comprehensive). Its NAICS code is 524126 and its SIC code is 6331.