The County Group

What The County Group does

The County Group is a UK regional insurance brokerage founded in 2003, headquartered in Crewe with 251-500 employees. It has been acquired by Brown & Brown, Inc. (NYSE: BRO), a US-listed global insurance brokerage, and now operates commercially as Brown & Brown, Crewe. The business is conducted through three FCA-authorized UK entities: Brown & Brown Insurance Brokers (UK) Limited (FCA ref 745618), Brown & Brown Health and Employee Benefits Ltd (FCA ref 312878), and Brown & Brown Private Client LLP (FCA ref 582708). Service is delivered from a single office at Crewe Business Park, covering Cheshire, Staffordshire, Derbyshire, Shropshire, and customers nationwide across the UK.

Name

The County Group

Legal name

Brown & Brown Insurance Brokers (UK) Limited

Website

https://countyins.com

Company type

Public

Founded year

2003

Operating status

Acquired

Headcount range

251–500 employees

Short description

The County Group is a UK regional insurance brokerage in Crewe, now operating as Brown & Brown, Crewe following acquisition by NYSE-listed Brown & Brown, serving personal, SME, HNW, and corporate clients.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage services
• Commercial insurance products
• Personal insurance coverage
• Employee benefits solutions
• Risk management advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: Revenue generated through commission from insurance product sales across personal and commercial lines. Acts as intermediary between customers and insurance providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

The County Group (now operating as Brown & Brown, Crewe) is an FCA-authorised insurance brokerage that arranges personal, commercial, private client, and sector-specific insurance coverage on behalf of customers. It places business with insurers and provides advisory-based risk management, group employee benefits, and risk strategy services across the UK from its Crewe office.

Product overview

The County Group (now operating as Brown & Brown, Crewe) is an insurance brokerage offering a comprehensive portfolio of personal and business insurance products through a unified broker platform. The personal insurance suite includes car, home (with thatch roof and renovation specializations), travel, equine, pet, income protection, boat & yacht, and private client coverage for high net worth individuals. The business insurance portfolio spans cyber, liability & indemnity, directors & officers, vehicle/fleet, property owners, business interruption, and legal expenses coverage, with sector-specific solutions for agriculture, construction, events, and taxi industries. Corporate offerings include group benefits (health, risk, and protection), trade credit, surety bonds, and risk strategy services. The company operates as a traditional insurance broker rather than a technology platform, providing advisory-based insurance placement services.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Car Insurance Vehicle insurance coverage for personal car owners, providing protection against accidents, theft, and damage.
• Personal Home Insurance
• Travel Insurance
• Equine Insurance
• Pet Insurance
• Personal Income Protection Insurance
• Boat & Yacht Insurance
• Private Client Insurance
• Cyber Insurance
• Liability & Indemnity Insurance
• Directors & Officers Insurance
• Business Vehicle / Fleet Insurance
• Property Owners Insurance
• Business Interruption Insurance
• Legal Expenses Insurance
• Taxi Insurance
• Agriculture Insurance
• Construction Insurance
• Events Insurance
• Group Risk Insurance
• Business Protection Insurance
• Group Health Insurance
• Critical Illness Insurance
• International Health Insurance
• Trade Credit Insurance
• Surety Bonds
• Risk Strategy Services

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ActuriscoreTechnology or IntegrationTechnology platform partnership providing customer portal for quote requests and policy management. Acturis is an insurance software platform enabling broker quote functionality and customer self-service capabilities.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Howden Group: UK-headquartered specialty insurance broker with comparable personal, commercial, and high net worth offerings and a similar advisory-led model. Both serve SME, corporate, and private client segments across the UK through regional office networks.
• Lockton (UK Operations): Large independent global broker with substantial UK presence serving corporate, commercial, and HNW clients. Comparable advisory-led model with emphasis on specialist sectors and bespoke coverage solutions.
• PIB Group: UK-focused insurance broker formed via roll-up of regional brokerages, offering personal, commercial, and specialty lines including HNW. Highly comparable mid-market UK brokerage model with active M&A consolidation strategy.
• Aston Lark: UK insurance broker providing commercial, personal, and employee benefits products to SMEs and individuals. Comparable size, regional UK focus, and multi-line product portfolio.
• Bluefin Insurance Group: UK-based insurance broker offering personal, commercial, and specialist lines including HNW, equine, and rural risks. Direct overlap with Brown & Brown, Crewe in specialty and high net worth segments.

Broad incumbents

• Aon (UK Operations): Global insurance and reinsurance brokerage with extensive UK operations spanning personal, commercial, and specialty lines including cyber, D&O, and risk management. Overlaps with Brown & Brown, Crewe in commercial and specialty brokerage but operates at vastly larger scale.
• Marsh (UK Operations): Global insurance broker and risk advisor with major UK presence serving corporate, commercial, and HNW clients. Competes with Brown & Brown, Crewe across commercial lines, employee benefits, and private client offerings.
• Arthur J. Gallagher (UK Operations): US-listed global insurance brokerage with UK operations providing commercial, personal, and specialty coverage. Comparable multi-line, multi-entity brokerage structure with similar sector specialisation strategy.
• Willis Towers Watson (UK Operations): Global advisory and brokerage firm with significant UK presence spanning commercial insurance, risk management, and employee benefits. Overlaps in commercial lines and group benefits brokerage.

Others

• Acturis: UK insurance technology platform provider for broker quoting, policy administration, and customer portals. Strategic technology partner to The County Group and enabler of its digital servicing capability.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/countyins

Compliance3 records

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 The County Group