Swinton Group

What Swinton Group does

Swinton Insurance is a UK-based personal and commercial lines insurance broker, operating as a trading name of Atlanta Insurance Intermediaries Limited, a privately held FCA-authorised intermediary (firm reference 309599) registered in England since 1957. Headquartered in Salford with 1,001-5,000 employees, the company sources and compares insurance quotes from a panel of specially selected insurers on behalf of customers rather than underwriting policies itself, earning commission on placements. The product portfolio spans car, home, motorbike, van, business, landlord, pet, and travel insurance, with a recurring three-tier coverage architecture (Essentials, Classic, Premier) and add-on modules such as windscreen cover, driver's legal protection, and lifestyle excess insurance. Specialist verticals address modified cars, electric vehicles, young drivers (via Marmalade), short-term usage-based cover (Swinton Go! via Jaunt), and caravan/motorhome cover (via Safeguard), while sub-brands insurance4carhire, insure4excess, and insuremyvanhire extend the consumer excess insurance niche.

Distribution is multi-channel: a 24/7 online self-service portal (My Account) for quote, purchase, and policy management, supplemented by a call centre operating 8.30am-8.30pm weekdays and Saturdays, and partner referrals. The company is FCA-regulated, holds no disclosed patents, and reports no AI/ML capabilities, public APIs, or external technology integrations beyond standard web portal functionality. Geographic reach is primarily the four UK nations, with selected products extending to the Isle of Man and European Union (notably travel and motorbike insurance). Ownership is private with no parent company or venture capital backing disclosed, and no management team information was available in the source data.

Name

Swinton Group

Legal name

Atlanta Insurance Intermediaries Limited

Website

https://swinton.co.uk

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Swinton Insurance is a UK-based FCA-authorised insurance broker, operating since 1957 under Atlanta Insurance Intermediaries Limited, that compares quotes from a panel of insurers for individual consumers and small businesses across car, home, motorbike, van, landlord, pet, and travel insurance lines.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD)

akta.pro secondary industries

Umbrella & Excess Liability (Fleet/Transportation) (TLABANAG), Specialty & Excess/Surplus Lines (E&S) (FSAJAMAH)

Keywords

• Insurance brokerage services
• Personal lines insurance
• Commercial insurance broker
• Vehicle insurance comparison
• Home insurance coverage

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Swinton acts as an insurance broker, comparing quotes from a panel of insurers and earning commissions on policies sold. The company sources insurance products from multiple providers on behalf of customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Swinton Group is a UK-based insurance broker that compares and distributes insurance policies from a panel of specially selected insurers on behalf of customers. It offers personal lines products (car, home, motorbike, van, pet, travel, landlord, caravan) and commercial lines (public liability, employers' liability, fleet, shop, tradesman), structured across three coverage tiers (Essentials, Classic, Premier) with optional add-on modules such as breakdown cover, legal protection, windscreen cover, and excess reimbursement. The business earns commissions by acting as an intermediary rather than underwriting policies itself.

Product overview

Swinton Insurance is an insurance broker offering a comprehensive portfolio of personal and commercial insurance products through a multi-tier platform architecture. The core offering consists of five main product lines (Car, Home, Motorbike, Business, and Van Insurance) supplemented by additional specialty products including Landlord, Pet, and Travel Insurance. Coverage is offered across three tier levels (Essentials, Classic, Premier) for most products, allowing customers to select coverage appropriate to their needs and budget. Optional add-on modules such as Breakdown Cover (via RAC), Windscreen Cover, Legal Protection, and Excess Insurance products extend base policies. The company operates primarily as a broker, sourcing quotes from a panel of insurers rather than underwriting policies directly.

Differentiator

Problem solved

Functional benefit

Brands

• Swinton Go!: Short-term/temporary car insurance product offered through partnership with Jaunt, providing cover from 1 hour to 28 days.
• insurance4carhire
• insure4excess

Products and services

• Car Insurance Comprehensive car insurance offered in three coverage tiers (Essentials, Classic, Premier) for private vehicle owners, sourced from a panel of specially selected insurers. Coverage includes damage, theft, fire and third-party liability, with market-value payouts.
• Home Insurance Buildings and/or contents cover for homeowners and tenants in three coverage tiers, sourced from a panel of selected insurers. Covers damage from fire, flood, theft, and escape of water.
• Motorbike Insurance Motorbike insurance comparing quotes from a panel of motorcycle insurers for scooters, sports bikes, classics, electric bikes, and mopeds, including up to 90 days/year EU cover.
• Van Insurance Van insurance for private and commercial van owners, including Transit Van cover, with optional extras such as breakdown cover, legal protection, excess protection, and tools cover.
• Business Insurance Commercial insurance covering public liability, employers' liability, small business, shop insurance, commercial vehicles, fleet insurance, tradesman, and business equipment insurance for SMEs.
• Landlord Insurance Insurance for property owners covering commercial property, buy-to-let properties, landlords legal protection, and landlord home emergency cover.
• Pet Insurance Pet insurance for cats and dogs offering three levels of cover, with vet fee coverage up to £7,000 and 24/7 access to veterinary professionals.
• Travel Insurance Travel insurance with Single Trip and Multi-Trip options covering trip cancellations, medical expenses, and personal belongings for UK residents.
• Short Term Car Insurance (Swinton Go!) Temporary car insurance offered through partner Jaunt, providing coverage from 1 hour to 28 days for learner drivers, young drivers sharing family cars, or drivers without their own vehicle.
• Car Hire Excess Insurance (insurance4carhire) Insurance product that reimburses excess charges on rental vehicles, with UK & EU, Worldwide, and Van Hire cover options. Covers up to £6,500 for excess fees, misfuelling, and related claims.
• Lifestyle Excess Insurance (insure4excess) Policy that reimburses excess charges on Home, Pet, Travel, and Motor Insurance policies. Three tiers available: Bronze (£250), Silver (£500), and Gold (£750) annual excess reimbursement limits.
• Caravan Insurance (via Safeguard) Caravan and motorhome insurance provided through partner Safeguard Insurance, offering coverage for motorhomes, static caravans, and park homes.

Quantifiable outcome

• Car Insurance from £214, Home Insurance from £121, Motorbike Insurance from £62

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• RACcoreStrategic or Co-development PartnerBreakdown cover provided by RAC with over 125 years of experience. Four levels of breakdown cover available: Roadside Only, Roadside & Recovery, Roadside, Recovery & At Home, and Roadside, Recovery, At Home & European. RAC provides 24-hour emergency helpline and unlimited UK call outs.
• JauntminorChannel Partner/ Reseller/ DistributorJaunt provides temporary car insurance through Swinton Go! platform. Cover available from 1 hour to 28 days. No risk to the driver's or owner's no claims discount.
• MarmalademinorChannel Partner/ Reseller/ DistributorMarmalade provides young driver insurance specialist products for students and new drivers, referred through Swinton's car insurance platform.
• SafeguardminorChannel Partner/ Reseller/ DistributorSafeguard provides caravan insurance through Swinton, with over 25 years of experience providing insurance products for caravanners and motorhomers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Direct Line Group: Major UK personal lines insurer with multiple brands (Direct Line, Churchill, Privilege, Darwin). Operates direct and aggregator channels competing with Swinton in car and home, with significantly larger scale.
• LV= (Liverpool Victoria): UK mutual providing car, home, pet, and travel insurance. Comparable to Swinton across product breadth and customer demographic, and similarly positioned as an established UK personal lines brand.
• Aviva UK: Largest UK general insurer offering motor, home, and commercial cover through direct, broker, and partnership channels. Overlaps with Swinton in personal lines and competes for the same household insurance wallet.
• Ageas UK: UK general insurer with strong motor and home lines distributed via brokers and direct. Comparable to Swinton on the broker-distribution side and on product mix, though Ageas also underwrites risk.

Direct peers

• Admiral Group: UK personal lines insurance group operating price-comparison brands (Compare the Market) and direct insurers. Closest comparable to Swinton in product mix (car, home, van) and customer segment, though Admiral underwrites risk rather than acting purely as an intermediary.
• Hastings Direct: UK-based motor and home insurer with a digital-first distribution model. Comparable to Swinton in target customer (price-sensitive UK car and home insurance buyers) and product focus, although Hastings underwrites directly rather than broking.
• Churchill Insurance: Direct Line Group brand selling car, home, and travel insurance direct and via aggregators. Comparable UK personal lines brand competing for the same value-conscious customer segment as Swinton.

Emerging players

• GoCompare: UK price-comparison website owned by Admiral. Competes with Swinton's intermediary model by enabling consumers to compare carrier quotes directly, putting pressure on broker commissions and differentiation.
• Confused.com: UK price-comparison platform covering motor, home, and travel insurance. Indirect competitor to Swinton's broker model by enabling consumers to bypass intermediaries entirely.
• Compare the Market: UK price-comparison platform owned by Admiral Group. Directly competes with Swinton by aggregating car, home, van, and pet quotes from multiple insurers in a single consumer funnel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Swinton Group