What Fish Insurance does

Fish Insurance is a UK specialist insurance broker, trading as Fish Insurance and legally constituted as Fish Administration Ltd. (FCA FRN 310172), founded circa 1974 and headquartered in Retford, Nottinghamshire. The company designs and distributes a portfolio of niche insurance products targeted at individuals with disabilities, mobility limitations and pre-existing medical conditions — a population mainstream insurers systematically underserve. Core products cover mobility scooters, adapted cars and Wheelchair Accessible Vehicles (WAVs), manual and powered wheelchairs, prosthetics, stairlift and hoist warranties, and carer/employer liability insurance, with travel and life/critical illness cover delivered through partnerships with AllClear Travel Insurance and Watts Mortgage & Wealth Management.

Revenue is generated primarily through annual subscription premiums across the in-house product set, with renewals representing a substantial portion of the book. Distribution is hybrid: direct-to-consumer via the Fish website, online quote portals and a UK-based phone sales team (0333 331 3770), combined with a structured referral channel programme managed by a dedicated Business Partnerships team that works with mobility retailers, stairlift dealers, motor partners, local authorities, solicitors and Clinical Commissioning Groups (CCGs). Pricing is quote-based, varying by equipment value, individual circumstances and coverage tier (entry-level mobility scooter cover from £38/year; manual wheelchair cover from £25/year).

Fish has operated as a subsidiary of PIB Insurance Group Limited — described by the parent as a rapidly growing UK insurance broker founded in 2014 — since prior to current disclosure. Its competitive position rests on 50+ years of accumulated specialist underwriting expertise, three consecutive MoneyFacts ILP Protection Adviser of the Year recognitions (2019–2021, awarded to partner Watts Mortgage) and embedded relationships across the UK disability, mobility and care ecosystem. The company has 101-250 employees, single-country UK operations and no disclosed funding history.

Name

Fish Insurance

Legal name

Fish Administration Ltd.

Website

https://fishinsurance.co.uk

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Fish Insurance is a UK specialist insurance broker (FCA-regulated, part of PIB Insurance Group) providing mobility scooter, adapted vehicle, wheelchair, prosthetic, stairlift/hoist warranty and carer liability cover to individuals with disabilities, pre-existing conditions and care-sector employers.

Ownership category

akta.pro rank

Product category

Specialist Disability & Mobility Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Individual Disability Income Insurance (Non-Group) (FSAIAIAA)

akta.pro secondary industries

Travel & Accident (Non-Life) Insurance (FSAJAMAN), Travel Medical Insurance (Individual) (FSAIAEAI)

Keywords

• Specialist disability insurance
• Mobility equipment insurance
• Wheelchair accessible vehicle insurance
• Care sector insurance
• Pre-existing condition travel insurance

Headquarters

HQ city

Preston

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Specialist Disability Insurance Products: Fish Insurance generates revenue through annual insurance premiums for specialist disability, mobility, and care sector insurance products. Products include mobility scooter insurance, car insurance for disabled drivers/WAVs, wheelchair insurance, stairlift warranty, hoist warranty, prosthetics insurance, travel insurance, and carer/employer liability insurance. Policies are typically sold on an annual subscription basis with renewal customers representing a significant portion of the business.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Fish Insurance provides specialist disability and mobility insurance products in the United Kingdom, covering mobility scooters, adapted/WAV vehicles, manual and powered wheelchairs, prosthetics, stairlifts, hoists, and travel insurance for individuals with pre-existing medical conditions. The company also offers Carer & Employer Liability insurance for those employing personal assistants, alongside partner-distributed travel and life insurance products.

Product overview

Fish Insurance is a specialist insurance provider offering a comprehensive portfolio of disability and mobility insurance products. The core offering includes Mobility Scooter Insurance, Car Insurance for disabled drivers and Wheelchair Accessible Vehicles (WAVs), Manual and Powered Wheelchair Insurance, and Prosthetics Insurance. The company also provides in-home equipment coverage including Stairlift and Hoist Warranty products, along with Carer & Employer Insurance for those who employ personal assistants. Travel and Life Insurance are offered through strategic partnerships with AllClear Travel Insurance and Watts Mortgage & Wealth Management respectively. Fish Insurance operates as part of PIB Group and has over 50 years of experience serving customers with pre-existing medical conditions, disabilities, and mobility issues in the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobility Scooter Insurance

Quantifiable outcome

• No age limit on mobility scooter insurance policies
• +3 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and supporting.

• AllClear Travel InsurancecoreGTM or Marketing PartnerFish Insurance partners with AllClear Travel Insurance to provide travel insurance products to their customers. AllClear specializes in covering pre-existing medical conditions and disabilities, offering policies with no age limits and coverage for 1300+ conditions. Fish refers customers seeking travel insurance to AllClear, while continuing to offer their core disability and mobility insurance products directly.
• Watts Mortgage & Wealth ManagementcoreGTM or Marketing PartnerFish Insurance partners with Watts Mortgage & Wealth Management for life insurance and critical illness cover products. Watts has a specialist Life Insurance team experienced with pre-existing conditions and complex medical histories. They provide whole-of-market service accessing major UK insurers and specialist options. All policies are written in trust at no additional cost. Watts won MoneyFacts ILP Protection Adviser of the Year 2019, 2020, and 2021.
• PeninsulasupportingStrategic or Co-development PartnerFish Insurance works with Peninsula, a leading Employment Law and Health & Safety specialist, to provide 24/7 support to Protect policyholders. Peninsula provides employment law advice and health & safety guidance to customers employing carers and personal assistants, helping them manage their responsibilities with confidence.
• PIB Insurance Group LimitedcoreOthersFish Insurance is part of PIB Insurance Group Limited, a rapidly growing insurance broker founded in 2014. PIB offers a range of specialist expertise, products and services to clients throughout the UK. Being part of PIB Group provides Fish Insurance with institutional backing and access to broader insurance market capabilities.
• Mobility Retail PartnerscoreChannel Partner/ Reseller/ DistributorFish Insurance works with mobility retailers and motor partners across the UK to provide insurance coverage for their customers. Partners include mobility scooter dealers, stairlift companies, and Wheelchair Accessible Vehicle (WAV) specialists. The partnership program offers commission or customer discount options, dedicated account management, and marketing support including leaflets, banners, website scripting, and data capture forms.
• Protect Partners (Local Authorities, Solicitors, CCGs)coreChannel Partner/ Reseller/ DistributorFish Insurance's Protect Team works with Local Authorities, Support Organisations, and CCGs across the UK to deliver Protect policy range aimed at the care sector. These partners refer clients who employ carers or personal assistants to Fish Insurance for liability coverage. The program provides access to policy administration portal (Aquarium), 24/7 employment law support, and comprehensive insurance for those employing PAs in their homes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adrian Flux: UK specialist insurance broker focused on non-standard and niche risks including modified and imported vehicles, mobility scooters, and caravans. Closest direct peer given shared specialist-broker DNA, niche-customer underwriting expertise, and UK-only footprint.
• AllClear Travel Insurance: UK specialist travel insurer for customers with pre-existing medical conditions, covering 1,300+ conditions with no age limits. Comparable specialist positioning for the disability-travel insurance product Fish distributes; functions as both a partner and a peer in the same niche.

Broad incumbents

• Saga Insurance: UK general insurer and broker serving the 50+ demographic with travel, motor, home, and health products. Comparable customer persona (ageing UK consumers with non-standard needs) though broader, more mass-market positioning than Fish's disability/mobility focus.
• Aviva UK: One of the UK's largest general insurers offering motor, home, health, and life products including cover for adapted vehicles. Serves a partially overlapping customer base through scale, though without Fish's specialist disability underwriting focus.
• Liverpool Victoria (LV=): Major UK mutual insurer offering motor, home, travel, and life products to UK consumers including older and family demographics. Comparable in product breadth and UK distribution scale, but lacks Fish's specialisation in mobility/disability equipment insurance.
• BUPA UK: Leading UK private health insurer covering individuals and corporates, including cover for those with pre-existing conditions. Adjacent in disability/health customer base and regulated insurer model, but focuses on medical rather than equipment insurance.
• Direct Line Group: Major UK general insurance group (Direct Line, Churchill, Privilege, Darwin) providing motor, home, and commercial insurance at scale. Overlaps with Fish's adapted-vehicle insurance product but operates a mass-market, direct-to-consumer model versus Fish's referral-led specialist channel.
• Ageas UK: UK general insurer offering motor, home, travel, and commercial products with over-50s and family focus. Comparable in serving UK consumers with non-standard needs, though Ageas competes as a broad incumbent rather than a specialist disability broker.

Emerging players

• Age UK Insurance Services: Insurance distribution arm of Age UK offering motor, home, and travel cover tailored to older UK customers. Shares overlap with Fish's ageing customer demographic and charity/advisor-led referral channels; smaller and more limited in specialist mobility/disability products.

Others

• Howden Insurance Brokers: Large UK specialty insurance broker group operating across personal, commercial, and specialty lines including niche personal lines. Adjacent specialist-broking infrastructure and consolidator model (similar trajectory to PIB Group), relevant as a sibling specialist-broker aggregator rather than a direct retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FishInsurance
• Facebookfacebook.com/fishinsurance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Fish Insurance