P J Hayman & Company

What P J Hayman & Company does

P J Hayman & Company is a privately held UK specialist travel insurance provider founded in 1990 and based in Rowlands Castle. The firm operates a portfolio built around two core product lines: Free Spirit, its direct digital travel insurance quote journey, and Red Pennant Travel Insurance, a co-branded product developed for the UK's Caravan and Motorhome Club. Its customer segments span individual travellers seeking UK and European trip coverage, including adventure and extended-stay activities, and members of partner organisations requiring tailored caravan and motorhome cover.

The company's underlying technology stack is centred on a self-serve, AI-enhanced digital sales funnel. In March 2026, P J Hayman deployed an OpenDialog AI conversational agent inside the Free Spirit quote journey, combining conversational AI with structured knowledge retrieval and governance frameworks designed for regulated insurance environments. The stated outcome is a 24% lift in quote-to-policy conversion, with a significant share of customer queries resolved without human intervention. The product is text-modality and integrated into a single funnel stage rather than spanning the broader operating model.

P J Hayman earns revenue through travel insurance premiums distributed via two channels: direct digital sales through the Free Spirit self-serve platform, and partnership distribution via membership organisations such as the Caravan and Motorhome Club. Pricing is quote-based and varies by trip, coverage, and traveller profile; no public pricing is disclosed. The firm operates with an 11–50 person headcount, is privately held with no recorded external funding, and has been active in the UK niche travel insurance market for over three decades.

Name

P J Hayman & Company

Website

https://pjhayman.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

P J Hayman & Company is a privately held UK specialist travel insurance provider, founded 1990, selling direct via its AI-enhanced Free Spirit digital quote journey and through membership partnerships such as the Caravan and Motorhome Club's Red Pennant product.

Ownership category

akta.pro rank

Headquarters

HQ city

Rowlands Castle

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Insurance Premiums: PJ Hayman & Company generates revenue through the sale of travel insurance policies. As a specialist travel insurance provider, the company offers products including trip cancellation coverage, emergency medical expenses, and optional coverage for extended travel and adventure activities. Revenue is generated through both direct digital sales (Free Spirit quote journey) and partnership channels (Caravan and Motorhome Club's Red Pennant product).

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

P J Hayman & Company is a UK specialist travel insurance provider that sells travel insurance policies covering trip cancellation, emergency medical expenses, and optional coverage for extended travel and adventure activities. The company distributes policies both directly to individual consumers via its Free Spirit digital quote journey (enhanced with an AI-powered conversational agent) and through partnership/co-branded products such as Red Pennant Travel Insurance developed for the Caravan and Motorhome Club.

Product overview

PJ Hayman & Company is a specialist travel insurance provider operating a portfolio of travel insurance products. The company offers Free Spirit as its primary digital travel insurance quote journey, enhanced with AI-powered customer guidance capabilities. Additionally, PJ Hayman develops co-branded travel insurance products for partner organizations, including Red Pennant Travel Insurance for the Caravan and Motorhome Club. The product architecture consists of digitally-enabled direct products (Free Spirit) and white-label/partnership products (Red Pennant) designed for specific customer segments.

Differentiator

Problem solved

Functional benefit

Brands

• Free Spirit: Digital quote journey product for travel insurance, featuring AI-powered conversational agent for customer guidance through insurance purchasing decisions.

Products and services

• Free Spirit Travel Insurance A digital travel insurance quote journey enabling individual customers to obtain quotes and purchase travel insurance policies directly, covering trip cancellation, emergency medical expenses, and optional coverage for extended travel and adventure activities. Enhanced with an AI-powered conversational agent that guides customers through purchasing decisions and resolves queries in real time. Targeted at individual UK and European travelers.
• Red Pennant Travel Insurance A co-branded travel insurance product developed by P J Hayman & Company for the UK's Caravan and Motorhome Club. Offers tailored coverage for UK and European caravan and motorhome holidays including trip cancellation, emergency medical expenses, and optional coverage for extended travel and adventure activities. Distributed through the Caravan and Motorhome Club to its members.

Quantifiable outcome

• 24% increase in quote-to-policy conversion rates
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• OpenDialog AIcoreTechnology or IntegrationPJ Hayman & Company partnered with OpenDialog AI to deploy an AI-powered conversational agent within its Free Spirit digital quote journey. OpenDialog AI is a platform designed for regulated industries that combines conversational AI with structured knowledge retrieval and governance frameworks. The partnership delivered a 24% improvement in quote-to-policy conversion rates and was recognised with OpenDialog's Future of Insurance award.
• Caravan and Motorhome ClubcoreStrategic or Co-development PartnerPJ Hayman & Company collaborated with the Caravan and Motorhome Club to refresh its Red Pennant Travel Insurance product. The insurance provides tailored coverage for UK and European holidays, including trip cancellation, emergency medical expenses, and optional coverage for extended travel and adventure activities. This is a product development partnership where PJ Hayman provides the insurance expertise and product development capabilities.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Columbus Direct: UK direct-to-consumer travel insurance specialist with online quote and policy purchase. Comparable product mix (single-trip, annual, family cover) and digital-led distribution to PJ Hayman.
• CoverForYou: UK online travel insurance specialist selling single-trip and annual policies direct to consumers. Comparable direct digital distribution model and UK/European travel focus to PJ Hayman.
• InsureandGo: UK-focused travel insurance brand (owned by MAPFRE) offering single-trip, annual, and backpacker policies online. Directly comparable product portfolio and digital quote/purchase journey to PJ Hayman's Free Spirit.
• AllClear Travel Insurance: UK specialist travel insurance provider catering to travelers with medical conditions. Comparable to PJ Hayman's specialist positioning, online quote journey, and tailored cover for non-standard customer profiles.
• Staysure: UK-based specialist travel insurance provider focused on older travelers and pre-existing medical conditions. Closely comparable to PJ Hayman in target customer, product mix (trip cancellation, medical cover), and online distribution model.
• Saga Travel Insurance: UK specialist travel insurance for the over-50s, sold primarily to Saga membership customers. Comparable niche/specialist positioning and affinity-channel distribution model to PJ Hayman's Caravan and Motorhome Club partnership.

Regional players

• World Nomads: Travel insurance specialist focused on adventurous and long-haul international travelers, primarily outside the UK. Comparable niche specialist positioning but different geographic footprint than PJ Hayman's UK focus.

Broad incumbents

• Direct Line Travel Insurance: Major UK general insurer with travel cover as part of a broad home, motor, and personal lines portfolio. Comparable product offering but operates at significantly larger scale than PJ Hayman.
• Allianz Travel: Global travel insurance and assistance provider operating in the UK market. Overlaps with PJ Hayman's product offering but operates at vastly greater scale and geographic breadth.
• Admiral Travel Insurance: Large UK multi-line insurer offering travel insurance as part of a broader personal lines portfolio. Comparable product but much greater scale and brand reach than PJ Hayman, providing competitive pressure on price and distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pjhayman

Revenue estimate

Valuation estimate

Number of profiles

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 P J Hayman & Company