What Marmalade does

Marmalade is a UK-based insurance intermediary specialising in car insurance for learner and young drivers, operating as a trading name of Atlanta Insurance Intermediaries Limited (FCA firm reference 309599) and headquartered in Peterborough with a registered office in Salford, England. The company has been active in this niche for over 15 years (founded around 2008) and serves primarily provisional licence holders aged 17-34 and full licence holders aged 17-30, with secondary segments covering students, parents of young drivers, and experienced drivers over 30. Its core product suite comprises short-term and annual Learner Driver Insurance, Black Box Insurance for the young driver's own car, Named Young Driver Insurance for sharing a parent's car, weekly Student Car Insurance, and an Experienced Driver offering; a Pay As You Go usage-based product was discontinued in 2024.

The underlying technology stack centres on telematics: a self-installable Bluetooth-paired windscreen tag (provided by technology partner CM Telematics) records acceleration, braking, cornering, speed, phone distraction, location, and crash events, with journey scores and behaviour feedback surfaced through iOS and Android apps. The business is structured as an intermediary rather than a risk carrier for most products — Ageas Insurance underwrites the Learner Driver and Named Young Driver books — enabling Marmalade to transfer underwriting risk while owning the customer relationship and brand.

Marmalade runs a direct-to-consumer, online-first GTM motion: customers obtain quotes, buy policies, manage accounts, and claim entirely through the company's owned digital properties (including product-specific subdomains such as learner.wearemarmalade.co.uk and student.wearemarmalade.co.uk), supplemented by phone customer service and an in-house content platform (Driver Hub) for organic demand generation. Revenue is generated primarily through recurring annual premiums and short-term policy fees (with monthly instalment financing via Premium Credit for some products), loyalty-discounted renewals as drivers progress from learner to full licence, and ancillary add-ons (windscreen claims, RAC breakdown cover, motor legal expenses, hire car). The company is privately held with no disclosed funding rounds, parent-company structure, or M&A activity, although the press contact routes through markerstudy.com, suggesting an operational relationship with the Markerstudy Group.

Name

Marmalade

Legal name

Atlanta Insurance Intermediaries Limited

Website

https://wearemarmalade.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Marmalade is a UK insurance intermediary specialising in telematics-based car insurance for learner and young drivers (17-30), offering short-term and annual policies, black box cover, and add-ons under FCA-regulated Atlanta Insurance Intermediaries Limited.

Ownership category

akta.pro rank

Product category

Young Driver Auto Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Usage-Based / Telematics Personal Auto Insurance (FSAJAAAB)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Telematics & Usage-Based Insurance (UBI) Platforms (FSAGAGAF)

Keywords

• Young driver insurance
• Learner driver insurance
• Telematics car insurance
• Black box insurance
• Short-term car insurance

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Car Insurance Premiums: Annual comprehensive car insurance policies for learner drivers, young drivers, and experienced drivers. Customers can pay upfront annually or in monthly installments through Premium Credit (20% deposit plus 11 monthly payments).
2. Pay As You Go Insurance (Legacy Product): Usage-based insurance where customers purchase miles upfront (starting with 500 miles) and auto-top-up when 50 miles remain. Policy auto-top-ups from stored payment card. Miles valid for 12 months. This product is no longer offered to new customers.
3. Short-Term Learner Driver Insurance: Temporary insurance policies available in 30, 60, 90, 120, 180, or 240-day terms for provisional licence holders. One-time payment per policy term.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Marmalade is a UK specialist insurer that sells car insurance products targeted at learner and young drivers aged 17-34. Its core offering includes short-term and annual learner driver insurance, telematics-based black box insurance for young drivers, named young driver insurance for use on a parent's car, student car insurance, and self-service experienced driver insurance. Policies are sold direct-to-consumer online and paired with a self-installable telematics tag and smartphone app that monitor driving behaviour and feed into a driver score and improvement process.

Product overview

Marmalade is a specialist insurer for learner and young drivers offering a portfolio of telematics-based car insurance products. The core product suite includes Learner Driver Insurance (short-term and annual options for provisional licence holders), Black Box Insurance (for young drivers as main driver of their own car), and Named Young Driver Insurance (for young drivers sharing a parent's car). Additional products include Student Car Insurance (weekly short-term cover) and Experienced Driver Insurance (for drivers 30+). All policies use telematics technology to monitor driving behaviour and offer features such as no curfews, driving score tracking, and seamless cover from provisional to full licence. Add-on services include windscreen claims, breakdown cover via RAC, and motor legal expenses.

Differentiator

Problem solved

Functional benefit

Products and services

• Learner Driver Insurance Short-term flexible car insurance for UK provisional licence holders aged 17-34, covering learner drivers practising in a friend or family member's car without affecting the owner's No Claims Discount. Policy lengths range from 30 to 240 days.
• Black Box Insurance Comprehensive telematics-based annual car insurance for UK young drivers aged 17-30 as the main driver of their own car. Uses a self-installable tag and smartphone app that monitor acceleration, braking, cornering, speed and phone usage, with no curfews or night-time restrictions. Covers provisional and full licence holders on cars up to 25 years old.
• Named Young Driver Insurance Annual insurance for UK young drivers aged 17-27 covering provisional and full licence holders when driving a parent or grandparent's car. Uses telematics to monitor driving, lets the young driver build their own No Claims Discount, and applies no price increase upon passing the test.
• Student Car Insurance Weekly short-term comprehensive car insurance for UK college or university students who have passed their driving test.
• Experienced Driver Insurance Fully online, self-service annual car insurance for UK drivers with 5+ years' experience. Offers two policy tiers (Marmalade Classic and Marmalade Essential) with instant comprehensive cover and personal accident cover as standard.
• Annual Learner Driver Insurance Seamless annual insurance for UK learner drivers that covers them from provisional licence to full licence with no price increase upon passing the test. Available either on the young driver's own car (Black Box Insurance) or on a parent's car (Named Young Driver Insurance).
• Short Term Learner Cover Flexible temporary learner driver insurance providing 30, 60, 90, 120, 180 or 240 days of cover for UK provisional licence holders driving a friend or family member's car, with no black box required.
• Breakdown Cover (RAC) Optional breakdown cover provided by RAC Limited for Marmalade policyholders, available as UK Roadside Only, or Roadside with Recovery, At Home and European options.

Quantifiable outcome

• Learner drivers covered from 17-34 years old with policies up to 240 days
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Ageas InsurancecoreOthersAgeas Insurance is the underwriter for Marmalade's Learner Driver Insurance and Named Young Driver Insurance products. The insurer provides the financial backing and risk coverage for these policies, with Ageas details shown on customer policy documentation.
• RAC LimitedsupportingStrategic or Co-development PartnerRAC Limited provides breakdown cover as an optional add-on to Marmalade's Experienced Driver Insurance policies. Customers can access breakdown assistance through the myRAC app, online reporting, or phone contact (0330 013 2072 UK, 00 33 475 43 52 55 EU).
• CM TelematicscoreTechnology or IntegrationCM Telematics provides the telematics technology (tag device and app platform) that powers Marmalade's black box insurance products. The technology includes the self-installable tag that attaches to windscreens and the associated smartphone application for journey tracking and driving behavior monitoring.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• ingenie: UK telematics insurer specifically targeting 17-25 year old drivers. Closely comparable on target demographic, technology-led proposition and no-curfew positioning, and is one of Marmalade's most direct challenger brands.
• By Miles: UK usage-based car insurer offering pay-by-mile cover linked to a small telematics device or app. Comparable as a UK insurtech leaning on telematics, D2C funnel and behavioural pricing in personal auto.
• Insure The Box: UK-based telematics-driven car insurer focused on young and new drivers. Direct head-to-head with Marmalade's Black Box Insurance proposition, using the same black-box technology and D2C distribution model.
• Adrian Flux: UK specialist broker focused on non-standard and niche motor insurance, including learner and young drivers. Comparable as a niche distribution-led specialist in the same narrow demographic that Marmalade serves.

Broad incumbents

• Direct Line Group: UK personal lines insurance group whose brands (Direct Line, Churchill, Privilege, Swiftcover) compete with Marmalade across learner and young-driver segments via price-comparison sites.
• Aviva: One of the UK's largest personal motor insurers with young-driver and telematics products. Comparable as a deep-pocketed incumbent whose pricing and marketing decisions materially shape the competitive set for young-driver cover.
• Admiral Group: UK personal motor insurance giant with multi-brand D2C portfolio that overlaps Marmalade's young-driver proposition through Elephant, Diamond and third-party panels. Indirect competitor and likely scale buyer of specialist telematics books.
• Hastings Direct: UK D2C motor insurer with a young-driver and telematics offering. Overlaps with Marmalade in target customer and price-comparison funnel but operates a far broader book.
• Quote Me Happy: D2C and aggregator-distributed UK personal motor brand underwritten by Ageas, the same carrier behind Marmalade's products. Comparable economics and customer profile via shared underwriter.
• LV= (Coventry Building Society group): Major UK personal lines insurer offering motor cover including young-driver propositions. Comparable as a broad personal-auto carrier that specialists like Marmalade frequently cede renewal business to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wearemarmalade
• Facebookfacebook.com/WeAreMarmalade

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Marmalade