AA Ireland
AA Ireland is a Dublin-based insurance broker and roadside assistance provider serving the Republic of Ireland, comparing car, home, travel, van and pet policies across a panel of insurers while operating a 24/7 membership programme and four car service centres.
- Company typePrivate
- Founded1910
- HeadquartersDublin, Ireland
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What AA Ireland does
AA Ireland Limited is a Dublin-headquartered private company operating as a multi-product insurance broker and roadside assistance provider across the Republic of Ireland. Founded in 1905 as part of the broader AA motoring organisation, it compares car, home, travel, van and pet insurance policies on behalf of consumers and small businesses via a panel of seven underwriters that includes Allianz, AXA, Aviva and Intact. The company also runs a 24/7 roadside assistance membership — claiming an 80% roadside fix rate — and operates four company-owned car service centres. Customer segments span individual motorists (including young drivers aged 17-24 and EV owners), homeowners, travelers, pet owners and commercial fleet operators.
The technology stack comprises a multi-insurer quote comparison engine, a MyAA self-service web portal and a mobile app that integrates breakdown reporting, real-time patrol tracking and a rewards programme featuring fuel discounts at Circle K stations. Travel insurance underwriting is delivered through a single-carrier partnership with Inter Partner Assistance SA, while pet insurance referrals are monetised through Blue Insurance and home-security cross-sells through PhoneWatch. An EV-focused product suite includes wall-charger cover up to €650, and a European Breakdown Cover product extends roadside service into 40+ countries.
Revenue derives from brokerage commissions on insurance policy sales, recurring membership subscriptions starting at €5/month for roadside assistance, referral fees from pet and home-security partners, and transactional revenue from the four in-house car service centres. Go-to-market is hybrid: digital-first via online quote journeys, SEO and the AA Blog, complemented by phone-based sales and a dedicated B2B fleet sales team targeting commercial fleet operators.
AA Ireland firmographics
Firmographics- Name
- AA Ireland
- Legal name
- AA Ireland Limited
- Website
- http://www.theaa.ie
- Company type
- Private
- Founded year
- 1910
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- AA Ireland is a Dublin-based insurance broker and roadside assistance provider serving the Republic of Ireland, comparing car, home, travel, van and pet policies across a panel of insurers while operating a 24/7 membership programme and four car service centres.
- Ownership category
- akta.pro rank
AA Ireland industry classification
Industry- Product category
- Insurance Brokerage & Roadside Assistance
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)
- akta.pro secondary industries
- Embedded Travel Insurance Distribution & APIs (THALALAA), Travel & Accident (Non-Life) Insurance (FSAJAMAN), Electric Vehicle (EV) Personal Auto Insurance (FSAJAAAH)
Keywords
Where AA Ireland is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices5 records
Markets served
AA Ireland business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Insurance Brokerage Commissions: AA Ireland acts as an insurance broker earning commissions from multiple insurance providers including Allianz, AXA, Aviva, and Intact for car, home, and travel insurance products. The company compares and sells policies from a panel of insurers.
- AA Membership Fees: Annual roadside assistance membership subscriptions starting from €5/month when paid annually (minimum €60/year). Membership includes 24/7 breakdown assistance, fuel rewards, and access to exclusive discounts.
- Car Service & Maintenance: Revenue from automotive service centers offering full and interim car servicing, repairs, and tyre services at locations in Dublin, Cork, Limerick, and Newbridge.
- Referral Fees - Third-Party Products: Referral commissions from third-party partners including pet insurance (Blue Insurance) and travel insurance (Inter Partner Assistance SA).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Car Insurance - Online Quote Comparison |
| Subscription | Annual | AA Roadside Assistance Membership |
| One time/ perpetual license | Pay-as-you-go | AA Instant Breakdown Assistance |
| Subscription | Annual | Travel Insurance |
| Subscription | Annual | Home Insurance |
| Subscription | Annual | Van Insurance |
| Subscription | Annual | Electric Vehicle Insurance |
| Subscription | Annual | European Breakdown Cover |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
AA Ireland product offering
Product offeringCore offering
AA Ireland operates as a multi-product insurance broker and roadside assistance provider in the Republic of Ireland, offering comparison-based policies across car, home, and travel lines from a panel of underwriters, alongside tiered AA Membership roadside cover, European breakdown assistance, and AA Car Service centres. The company sells 24/7 breakdown cover, in-life policy servicing via MyAA, and a fuel-discount rewards ecosystem, with company membership extending the offering to fleet and corporate accounts.
Product overview
AA Ireland is a comprehensive insurance broker and roadside assistance provider operating as a multi-product platform. The core offering centres on insurance products (Car, Home, Travel, Van, Pet) and membership services (Roadside Assistance, European Breakdown, Fuel Benefits). Car Insurance compares 12 schemes from 7 panel insurers; Home Insurance includes Emergency Home Rescue as standard; Travel Insurance is underwritten by Inter Partner Assistance SA; and AA Membership provides 24/7 roadside assistance with an 80% roadside repair rate. These are complemented by digital services (MyAA App, Rescue Me, Car History Check), automotive services (AA Car Service, AA Approved Cars), and niche products (Fuel Savings, Fuel Card, Holiday Home, Landlord, Contents insurance). The portfolio operates as an interconnected ecosystem where membership unlocks discounts across insurance products, and digital tools (MyAA App) provide access to rewards and roadside assistance.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Motor insurance brokerage product for private car owners, comparing policies across the AA panel of seven insurers and twelve schemes to match drivers with suitable cover.
Quantifiable outcome
- 80% of breakdowns fixed at roadside - significantly reducing need for towing and minimizing customer inconvenience
- +3 more outcomes
Companies that use AA Ireland
Customer profileNamed customers5 records
Segments5 records
AA Ireland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AA Ireland partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Blue Insurance (Cover-More Blue Insurance Services Limited)minorAA Ireland refers customers to Blue Insurance for pet insurance products (dog and cat insurance). The pet insurance quote journey is operated by Blue Insurance, and customers are subject to Blue Insurance's terms and conditions. Blue Insurance is regulated by the Central Bank of Ireland.
- Inter Partner Assistance SAcoreAA Ireland is tied to Inter Partner Assistance SA for travel insurance policies. This is a core partnership for their travel insurance product line, providing underwriting for all travel insurance offerings including single trip, multi-trip, backpacker, and winter sports cover.
- PhoneWatchminorPhoneWatch is a home security provider partnered with AA for home insurance customers. AA customers can purchase PhoneWatch alarm systems and receive the Phone Watch house alarm pack for €49 with monitoring fees. The partnership provides bundled home security and insurance solution.
- OhmeminorOhme provides EV smart chargers available to AA EV insurance customers. Smart home chargers start from €949 with 3-year warranty as standard. Partnership offers discounts on Ohme EV chargers through AA App rewards.
- Circle KcoreCircle K is the primary fuel rewards partner for AA Ireland. AA members and customers can save up to 6c off per litre of fuel at Circle K stations nationwide by generating QR codes in the AA App. The partnership is a key customer retention and acquisition tool.
- Insurance Panel (Allianz, AXA, Aviva, Intact)coreAA Ireland operates as an insurance broker with panel partnerships with major insurers including Allianz, AXA, Aviva, and Intact. These partnerships enable AA to offer 12 distinct car insurance policy schemes from a panel of 7 insurers for customer comparison.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
AA Ireland competitors and assessment
Company assessmentBroad incumbents
- Allianz Ireland: Major panel partner to AA Ireland for car insurance, Allianz is a global insurer with a direct Irish consumer offering — competing as both an insurer-supplier and through direct distribution in Ireland.
- FBD Insurance: Ireland's largest Irish-owned insurer offering car, home, and farm insurance directly to consumers and through brokers — competing in the same Irish insurance market across AA Ireland's panel.
- Aviva Ireland: One of AA Ireland's panel insurance partners, Aviva Ireland also underwrites car, home, and travel insurance directly — competing both as a supplier to AA Ireland's panel and as a direct-to-consumer brand.
- Liberty Insurance: Irish general insurer offering car and home insurance directly and through broker channels — competing for the same Irish policyholder wallet that AA Ireland targets.
- Zurich Ireland: Major multi-line insurer operating in the Irish car, home, and commercial insurance market — directly competitive with AA Ireland's brokered insurance product set.
Direct peers
- The AA (UK): UK parent organization operating the same AA brand with roadside assistance, insurance brokerage, and rewards — same brand identity and business model as AA Ireland, just in the UK market.
- RAC: UK roadside assistance provider with comparable membership model, insurance products, and patrol-based service delivery — closest functional analogue to AA Ireland's roadside + insurance platform.
- Bonkers.ie: Irish price comparison platform comparing insurance, banking, and utilities across multiple Irish providers — directly comparable brokerage/aggregation model to AA Ireland's car insurance comparison engine.
- 123.ie: Irish digital-first insurance broker offering car, home, and travel insurance with online quote comparison. Most direct competitive overlap with AA Ireland in the Republic of Ireland insurance brokerage market.
- Chill Insurance: Irish insurance broker offering car, home, travel, and van insurance with multi-insurer panel — directly comparable product set and customer base to AA Ireland's brokerage business.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights6 records
Customer concentration
AA Ireland social profiles
Digital presenceAA Ireland financial estimates
Financial estimateRevenue estimate
Valuation estimate
AA Ireland leadership team
Management profileNumber of profiles
AA Ireland funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AA Ireland 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 AA Ireland
What does AA Ireland do?
AA Ireland operates as a multi-product insurance broker and roadside assistance provider in the Republic of Ireland, offering comparison-based policies across car, home, and travel lines from a panel of underwriters, alongside tiered AA Membership roadside cover, European breakdown assistance, and AA Car Service centres. The company sells 24/7 breakdown cover, in-life policy servicing via MyAA, and a fuel-discount rewards ecosystem, with company membership extending the offering to fleet and corporate accounts.
Is AA Ireland a public or private company?
AA Ireland is a private company. It is currently operating.
When was AA Ireland founded?
AA Ireland was founded in 1910. It employs 501 to 1,000 people.
Where is AA Ireland based?
AA Ireland is headquartered in Dublin, Ireland, in the Europe region.
How does AA Ireland make money?
Four revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are AA Membership Fees, car Service & Maintenance and referral Fees - Third-Party Products.
Who are AA Ireland's main competitors?
Broad incumbents on record are Allianz Ireland, FBD Insurance, Aviva Ireland, Liberty Insurance and Zurich Ireland. Direct peers are The AA (UK), RAC, Bonkers.ie, 123.ie and Chill Insurance.
Does AA Ireland have an API?
No public API is recorded for AA Ireland.
What industry is AA Ireland in?
AA Ireland's product category is Insurance Brokerage & Roadside Assistance. Its primary akta.pro industry code is FSAJALAL, Roadside Assistance & Towing Memberships (Bundled with Service Contracts), with a secondary code of THALALAA, Embedded Travel Insurance Distribution & APIs. Its NAICS code is 524210 and its SIC code is 6411.