MORE THAN
MORE THAN is a UK retail insurance brand (EUI Limited, subsidiary of Admiral Group plc) offering pet insurance and home insurance to UK consumers through direct channels and price comparison websites. It operates two core product lines with embedded FirstVet telehealth for pet policyholders.
- Company typePrivate
- Founded1991
- HeadquartersHalifax, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What MORE THAN does
MORE THAN is a UK-based retail insurance brand trading as a name of EUI Limited, a wholly-owned subsidiary of Admiral Group plc (LSE: ADM). The company operates exclusively within the United Kingdom, offering two core product lines: pet insurance (covering cats, dogs, and puppies across Basic/Time Limited, Classic/Maximum Benefit, and Premier/Lifetime tiers) and home insurance (buildings and contents across More Than, More Than Plus, and More Than Premium tiers). The pet insurance product is augmented by a 24/7 FirstVet video and phone consultation service integrated at no additional cost, and a multi-pet policy bundling up to 5–10 pets with a 15% per-pet discount. Home insurance is distributed exclusively through UK price comparison websites, while pet insurance is sold directly via morethan.com and a call center, with supplementary presence on X, Facebook, and YouTube.
The company's product suite includes an extensive catalogue of optional add-ons: on the pet side these include complementary treatment, dental cover, third-party liability (for dogs), pets abroad, emergency boarding, and farewell cover; on the home side these include accidental damage, bicycle cover, high-risk item cover, personal possessions cover, home emergency extra, and home legal expenses. MORE THAN participates in the Flood Re government-backed scheme to provide affordable cover in flood-risk areas. Underwriting and administration sit on an insurance policy management and claims processing platform operated by EUI Limited, which is authorised and regulated by the Financial Conduct Authority (Firm Reference Number 309378). Customer-facing tooling includes the MyMoreThan online portal and a dedicated FirstVet mobile app.
Revenue is generated through recurring insurance premiums billed monthly (pet) or annually (home), with EUI Limited acting on behalf of other regulated insurers. The company's primary customer segments are UK pet owners and UK homeowners, with a secondary (currently non-acquiring) landlord segment redirected to Admiral.com. Distribution relies on price comparison aggregators for home insurance and direct digital/phone channels for pet insurance, supported by social media and email marketing. The parent group's broader portfolio of brands (Admiral, Bell, Diamond, Elephant, Gladiator) provides capital backing, regulatory standing, and operational scale.
MORE THAN firmographics
Firmographics- Name
- MORE THAN
- Legal name
- EUI Limited
- Website
- https://morethan.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- MORE THAN is a UK retail insurance brand (EUI Limited, subsidiary of Admiral Group plc) offering pet insurance and home insurance to UK consumers through direct channels and price comparison websites. It operates two core product lines with embedded FirstVet telehealth for pet policyholders.
- Ownership category
- akta.pro rank
MORE THAN industry classification
Industry- Product category
- Personal Lines Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Agencies and Brokerages (524210)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industries
- Property Insurance (Homeowners, Renters & Commercial Property) (FSAJAKAH), Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)
Keywords
Where MORE THAN is headquartered
LocationHeadquarters
- HQ city
- Halifax
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
MORE THAN business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Pet Insurance Premiums: Recurring premium payments from pet insurance policies covering dogs and cats with various coverage levels (Basic, Classic, Premier). Policyholders pay monthly or annually.
- Home Insurance Premiums: Recurring premium payments from home insurance policies covering buildings and contents with tiered coverage options (More Than, More Than Plus, More Than Premium).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic Pet Insurance - Time Limited cover with £1,500 or £3,000 vet fee limit per accident/illness for up to 12 months |
| Subscription | Monthly | Classic Pet Insurance - Maximum Benefit cover with £4,000 or £8,000 vet fee limit per accident/illness |
| Subscription | Monthly | Premier Pet Insurance - Lifetime cover with £1,000, £2,000, £4,000 or £6,000 vet fee limit per accident/illness each year |
| Subscription | Annual | More Than Home Insurance - Entry-level buildings and contents cover |
| Subscription | Annual | More Than Plus Home Insurance - Enhanced coverage with higher limits |
| Subscription | Annual | More Than Premium Home Insurance - Comprehensive coverage with all extras included |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
MORE THAN product offering
Product offeringCore offering
MORE THAN sells pet insurance (for cats, dogs, and puppies) and home insurance (buildings and contents) to UK consumers. Pet insurance is offered directly through the company's website and call centre with three coverage tiers (Basic, Classic, Premier) and a free 24/7 FirstVet tele-vet service. Home insurance is distributed exclusively via price comparison websites with three tiers (More Than, More Than Plus, More Than Premium) covering buildings up to £1.25 million and contents up to £25,000. The brand is a trading name of EUI Limited, a subsidiary of Admiral Group plc, and is FCA-authorised (Firm reference 309378).
Product overview
MORE THAN is a UK insurance company and trading name of EUI Limited (a subsidiary of Admiral Group plc), authorised and regulated by the Financial Conduct Authority (Firm reference: 309378). The company offers a multi-product insurance portfolio organised as two core product lines: Pet Insurance and Home Insurance. Pet Insurance provides coverage for cats, dogs, and puppies through three coverage levels (Basic/Time Limited, Classic/Maximum Benefit, Premier/Lifetime) with vet fee limits from £1,500 to £8,000, enhanced by the FirstVet 24/7 veterinary consultation service. Home Insurance offers buildings and contents protection across three tiers (More Than, More Than Plus, More Than Premium) with buildings coverage up to £1.25 million, supplemented by optional add-ons including Accidental Damage Cover, Bicycle Cover, High Risk Item Cover, Personal Possessions Cover, Home Emergency Extra Cover, and Home Legal Expenses. The company also provides a MyMoreThan online customer portal for policy management, and multi-pet discounts of 15% per additional pet.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Insurance Core pet insurance product for UK cats and dogs covering vet fees, accidents, illness, third-party liability (dogs), dental, complementary treatments, lost-and-found, emergency boarding, pets abroad, and farewell cover. Available in three cover tiers (Basic/Time Limited, Classic/Maximum Benefit, Premier/Lifetime) and includes free 24/7 FirstVet video and phone vet consultations.
- Cat Insurance Specialist pet insurance for cats and kittens with vet fee limits from £1,500 to £6,000 per condition/year, plus dental care, physiotherapy, homeopathy, and complimentary treatments. Offered in three cover tiers and supports the same FirstVet 24/7 vet service as the core pet policy.
- Dog Insurance Insurance for dogs with vet fee limits from £1,500 to £8,000 per condition, third-party liability up to £3 million, pets abroad cover, farewell cover, dental, complementary treatment, emergency boarding, and accidental damage. Available in three cover tiers with free 24/7 FirstVet access.
- Puppy Insurance Insurance for puppies from 8 weeks old offering the same three cover tiers and benefits as dog insurance, including vet fee cover, emergency boarding, third-party liability, and free 24/7 FirstVet access.
- Multi-Pet Insurance Single policy covering up to 5 pets online (up to 10 by phone) combining cats and dogs under one renewal date, with a 15% multi-pet discount per additional pet. Includes the same cover tiers and FirstVet benefits as standard pet insurance.
- Home Insurance Core home insurance product combining buildings and contents cover in three tiers (More Than, More Than Plus, More Than Premium) for UK homeowners. Available exclusively through price comparison websites. Includes alternative accommodation, trace and access, theft from outbuildings, and optional extras such as accidental damage and Home Emergency Extra.
- Buildings Insurance Buildings insurance for UK homeowners covering the structure of the home up to £1.25 million against storms, fire, vandalism, falling trees, collisions, and water/oil leaks, with trace and access cover. Sold exclusively via price comparison websites as part of the home insurance line.
- Contents Insurance Contents insurance protecting belongings inside the home from £15,000 to £25,000 depending on tier, including furniture, electronics, and valuables, with optional away-from-home personal possessions cover. Sold via price comparison websites.
Quantifiable outcome
- 65% of pets using FirstVet get the care they need without leaving home
Companies that use MORE THAN
Customer profileSegments3 records
Ideal customer profiles2 records
MORE THAN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MORE THAN partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- EUI LimitedcoreMORE THAN is a trading name of EUI Limited. EUI Limited is a subsidiary of Admiral Group plc and is authorised and regulated by the Financial Conduct Authority (Firm reference number: 309378). EUI Limited arranges the sale of pet and home insurance policies on behalf of other insurers.
- FirstVetcoreFirstVet provides 24/7 veterinary professional consultations via video or phone call. This service is free for MORE THAN pet insurance customers. FirstVet reports that 65% of pets get care they need without leaving home through this service.
- Flood ReminorFlood Re is a government scheme that works with insurers to support people in flood risk areas. MORE THAN participates in the Flood Re scheme, which helps provide affordable insurance coverage for customers living in flood risk areas.
- Admiral Group plccoreAdmiral Group plc is the parent company of EUI Limited (trading as MORE THAN). Admiral Group is a major UK insurance company listed on the London Stock Exchange (LSE: ADM), operating multiple insurance brands including Admiral, Bell, Diamond, Elephant, and Gladiator.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
MORE THAN competitors and assessment
Company assessmentDirect peers
- ManyPets: Digital-first UK pet insurer (formerly Bought By Many) offering lifetime dog and cat cover with a modern online quote flow. Competes with MORE THAN for the same UK pet owner segment, particularly digitally savvy customers seeking lifetime policies.
- Petplan: UK's largest pet insurance specialist offering lifetime, maximum benefit and accident-only cover for dogs, cats and other pets. Directly comparable product set, customer base (UK pet owners), and tiered cover architecture to MORE THAN's pet insurance line.
- Agria Pet Insurance: UK branch of the Swedish-founded pet insurer offering lifetime dog, cat and equine cover. Comparable to MORE THAN in lifetime pet product design and reliance on veterinary partnerships to support underwriting.
- Animal Friends: UK pet insurance specialist covering dogs, cats, horses and exotic pets across multiple lifetime tiers. Directly comparable to MORE THAN in pet-only specialist positioning and tiered lifetime cover architecture.
Broad incumbents
- Direct Line Group: Major UK general insurance brand offering pet, home, motor and travel insurance through direct channels. Comparable to MORE THAN in overlapping pet and home product set, but with a much broader portfolio and direct (non-aggregator) distribution model.
- NFU Mutual: UK mutual insurer offering home, pet, motor and commercial cover through a regional agent network. Comparable in home and pet product overlap with MORE THAN but with fundamentally different mutual distribution model and rural customer concentration.
- LV= General Insurance: UK insurance provider offering home, pet, motor and life cover. Comparable to MORE THAN in the home and pet insurance overlap, but with broader product portfolio and mutual ownership structure.
- Aviva plc: Large UK composite insurer offering home, pet, motor and life insurance alongside pensions and investments. Comparable at category level for home and pet insurance but operates at materially larger scale and breadth than MORE THAN.
- Admiral Group plc: Parent company of EUI Limited (which trades as MORE THAN) and a major UK multi-brand insurer. Comparable at the corporate level given shared infrastructure, capital and group strategy; Admiral is also the flagship consumer brand competing for the same UK pet and home customer as MORE THAN.
Regional players
- Saga plc: UK insurance brand focused on the over-50s demographic, offering home, pet and travel insurance. Comparable product mix to MORE THAN in home and pet, with differentiated customer targeting (older UK consumers) that overlaps but does not fully coincide with MORE THAN's broader segment.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MORE THAN social profiles
Digital presenceMORE THAN compliance and trust
Trust signalCompliance1 record
MORE THAN financial estimates
Financial estimateRevenue estimate
Valuation estimate
MORE THAN leadership team
Management profileNumber of profiles
MORE THAN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MORE THAN 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 MORE THAN
What does MORE THAN do?
MORE THAN sells pet insurance (for cats, dogs, and puppies) and home insurance (buildings and contents) to UK consumers. Pet insurance is offered directly through the company's website and call centre with three coverage tiers (Basic, Classic, Premier) and a free 24/7 FirstVet tele-vet service. Home insurance is distributed exclusively via price comparison websites with three tiers (More Than, More Than Plus, More Than Premium) covering buildings up to £1.25 million and contents up to £25,000. The brand is a trading name of EUI Limited, a subsidiary of Admiral Group plc, and is FCA-authorised (Firm reference 309378).
Is MORE THAN a public or private company?
MORE THAN is a private company. It is classified as corporate owned and is currently operating.
When was MORE THAN founded?
MORE THAN was founded in 1991. It employs 1,001 to 5,000 people.
Where is MORE THAN based?
MORE THAN is headquartered in Halifax, United Kingdom, in the Europe region.
How does MORE THAN make money?
Two revenue lines are on record. Pet Insurance Premiums are the primary driver. The others are home Insurance Premiums.
Who are MORE THAN's main competitors?
Direct peers on record are ManyPets, Petplan, Agria Pet Insurance and Animal Friends. Broad incumbents are Direct Line Group, NFU Mutual, LV= General Insurance, Aviva plc and Admiral Group plc. Saga plc is listed as a regional player.
Does MORE THAN have an API?
No public API is recorded for MORE THAN.
What industry is MORE THAN in?
MORE THAN's product category is Personal Lines Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance, with a secondary code of FSAJAKAH, Property Insurance (Homeowners, Renters & Commercial Property). Its NAICS code is 524126 and its SIC code is 6331.