Youi
Youi is an Australian direct-to-consumer property and casualty insurer (APRA-authorised since 2008) offering car, home, motorcycle, caravan, watercraft, small business, and CTP insurance to individual consumers and small businesses through digital and call-centre channels, operating as a wholly-owned subsidiary of OUTsurance Group.
- Company typePrivate
- Founded2008
- HeadquartersCenturion, South Africa
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Youi does
Youi is an Australian direct-to-consumer property and casualty insurer that has operated under APRA authorisation and an AFSL since 1 March 2008, with origins traceable to 1998 through its sister company OUTsurance. The company offers a portfolio of personal lines and small business insurance products — car (comprehensive, third party fire & theft, third party property only), home and contents, landlord, motorcycle, caravan and trailer, watercraft, and small business insurance — plus compulsory third-party (CTP) cover in NSW (Green Slip) and South Australia. Its technology stack supports fully digital quote initiation, policy administration, and claims tracking via dedicated web portals (portal.youi.com.au, claims.youi.com.au) and a 24/7 call centre, with customer-facing features including One Event One Excess (a single-highest-excess rule across multiple policies triggered by one incident) and monthly public disclosure of Ombudsman Claims Complaints Scores for motor and home lines.
The business monetises through recurring annual insurance premiums determined by individualised underwriting, rating, and customer-selected excess tiers, with no broker or agent intermediation. Youi is a wholly-owned subsidiary of OUTsurance Group, a diversified financial services conglomerate that lists Youi alongside OUTsurance Holdings and OUTsurance South Africa within its P&C cluster. Distribution is exclusively direct-to-consumer; brand and acquisition rely on sports partnerships (NRL State of Origin, Brisbane Lions AFL), content marketing via the you.connect blog, social channels, and a strong peer-review footprint (4.7/5 Trustpilot across nearly 30,000 reviews). Recent product activity includes the Youi Origin Verified fan-engagement platform (2026) and a Financial Fitness Calculator (March 2026) aimed at households navigating cost-of-living pressure.
Youi firmographics
Firmographics- Name
- Youi
- Legal name
- Youi Pty Ltd
- Website
- https://youi.co.za
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Youi is an Australian direct-to-consumer property and casualty insurer (APRA-authorised since 2008) offering car, home, motorcycle, caravan, watercraft, small business, and CTP insurance to individual consumers and small businesses through digital and call-centre channels, operating as a wholly-owned subsidiary of OUTsurance Group.
- Ownership category
- akta.pro rank
Youi industry classification
Industry- Product category
- Personal Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126)
- SIC
- Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
Keywords
Where Youi is headquartered
LocationHeadquarters
- HQ city
- Centurion
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
Youi business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Insurance Premiums: Youi generates revenue through insurance premiums collected from policyholders. Customers pay premiums based on individualized policies tailored to their specific needs ('you-shaped' insurance). Premiums are determined through rating, underwriting, and individual circumstances. The company offers multiple insurance products including car, home, motorcycle, caravan, watercraft, and small business insurance, as well as CTP insurance in NSW and SA.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Customized quote-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Youi product offering
Product offeringCore offering
Youi is an Australian personal and small business insurance provider offering 'you-shaped' personalized insurance products distributed directly to consumers. Core offerings include car insurance (comprehensive, third party fire and theft, third party property), home and contents insurance, landlord insurance, motorcycle insurance, caravan and trailer insurance, watercraft insurance, NSW CTP Green Slip, SA CTP insurance, and small business insurance, supported by 24/7 claims handling and roadside assistance.
Product overview
Youi is an Australian insurance company offering a portfolio of personal and small business insurance products. The core offering includes car insurance (with comprehensive, third party fire and theft, and third party property options), home and building insurance, landlord insurance, motorcycle insurance, caravan and trailer insurance, watercraft insurance, and small business insurance. The company also provides CTP insurance in NSW (Green Slip) and South Australia. Additional services include roadside assistance (included with comprehensive car cover) and claims management services. The products are distributed through direct sales and the company emphasizes 'you-shaped' personalized insurance with features like One Event One Excess (allowing families to pay only one excess when claiming on multiple policies for the same incident).
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Comprehensive, Third Party Fire & Theft, and Third Party Property Only car insurance covering vehicle damage and third-party liability, with 24/7 roadside assistance included for comprehensive cover holders. Designed for individual Australian vehicle owners seeking personalised coverage with flexible excess options.
- Home Insurance Building and contents insurance protecting homeowners against property damage, theft, and natural disasters. Available as Building & Contents, Contents Only, or Building Only. Designed for Australian homeowners seeking personalised property cover with flexible excess options and transparent claims handling.
- NSW CTP Green Slip Insurance Compulsory Third Party (Green Slip) insurance for NSW-registered vehicles covering personal injury to third parties arising from motor vehicle accidents. Required by NSW law for vehicle registration; designed for NSW motorists.
- SA CTP Insurance
Quantifiable outcome
- 4.7/5 Trustpilot rating from over 29,989 reviews
- +3 more outcomes
Companies that use Youi
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Youi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Youi partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- NRL (National Rugby League)coreYoui is an official partner of the NRL, engaging in fan engagement and charitable programs tied to NRL properties for the 2026 season. The partnership includes Youi Origin Verified, a tiered digital fan verification platform for State of Origin supporters offering exclusive prizes including two tickets to the 2027 State of Origin Game 2 at Eden Park in Auckland valued at $4,500. The Youi No.1 Fan series showcases NRL stars and their biggest supporters.
- Brisbane LionscoreYoui is the official partner of the Brisbane Lions AFL team. The partnership includes the Youi No.1 Fan series featuring stories and memories shared by the biggest supporters of the AFL club. The partnership emphasizes supporting the supporters who get behind their teams and drive them to greatness.
- OUTsurance GroupcoreYoui is a property and casualty subsidiary of OUTsurance Group. The company can trace its origins back to 1998 through its sister company OUTsurance. Youi was authorized by APRA and received AFSL from ASIC on 1 March 2008. OUTsurance Group reported strong interim results with Youi delivering organic growth as part of the group.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Youi competitors and assessment
Company assessmentDirect peers
- Bingle: Online-only car insurance brand owned by Suncorp, positioned as a low-price D2C competitor. Directly competes with Youi's core car insurance product through a similar digital quote flow.
- Budget Direct: Australian direct-to-consumer insurer (part of Auto & General) selling car, home, and travel insurance online with quote-based pricing. Closest comparable to Youi on DTC model, multi-line personal P&C portfolio, and price-led acquisition.
- Real Insurance: Australian direct-to-consumer P&C insurer offering car, home, and landlord insurance. Closely mirrors Youi's product mix and DTC distribution model, with comparable target customer.
Broad incumbents
- AAMI: Suncorp's consumer-facing P&C brand offering car, home, and CTP insurance across Australia. Directly comparable product set to Youi but with much broader distribution and brand recognition.
- Allianz Australia: Global P&C insurer operating in Australia across personal and commercial lines, including car, home, and business insurance. Broad incumbent with overlapping personal lines product set.
- NRMA Insurance: One of Australia's largest personal lines P&C insurers, owned by IAG. Overlaps with Youi across car, home, and CTP but operates at much greater scale and through a multi-channel model including agent networks.
- QBE Insurance Australia: Major Australian P&C carrier (part of global QBE Group) with overlapping personal and commercial lines. Comparable in product breadth and underwriting scale, though commercial-heavy relative to Youi.
Regional players
- RAA Insurance: South Australia-focused mutual insurer offering car, home, and other personal lines. Operates a similar product set in a different geographic stronghold, so comparable in offering but not in market overlap.
Emerging players
- Huddle Insurance: Australian D2C insurtech focused on home and contents insurance with embedded partnerships (e.g., with real estate platforms). Emerging player intersecting Youi's home insurance category with a tech-led model.
- Honey Insurance: Australian insurtech focused on home contents insurance with a digital-first, embedded-finance-style offering. Emerging player in the same personal lines category Youi serves, with a younger demographic target.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Youi social profiles
Digital presenceYoui financial estimates
Financial estimateRevenue estimate
Valuation estimate
Youi leadership team
Management profileNumber of profiles
Profiles2 records
Youi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Youi 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 Youi
What does Youi do?
Youi is an Australian personal and small business insurance provider offering 'you-shaped' personalized insurance products distributed directly to consumers. Core offerings include car insurance (comprehensive, third party fire and theft, third party property), home and contents insurance, landlord insurance, motorcycle insurance, caravan and trailer insurance, watercraft insurance, NSW CTP Green Slip, SA CTP insurance, and small business insurance, supported by 24/7 claims handling and roadside assistance.
Is Youi a public or private company?
Youi is a private company. It is classified as corporate owned and is currently operating.
When was Youi founded?
Youi was founded in 2008. It employs 1,001 to 5,000 people.
Where is Youi based?
Youi is headquartered in Centurion, South Africa, in the Africa region.
How does Youi make money?
One revenue line is on record: insurance Premiums.
Who are Youi's main competitors?
Direct peers on record are Bingle, Budget Direct and Real Insurance. Broad incumbents are AAMI, Allianz Australia, NRMA Insurance and QBE Insurance Australia. RAA Insurance is listed as a regional player. Emerging players are Huddle Insurance and Honey Insurance.
Does Youi have an API?
No public API is recorded for Youi.
What industry is Youi in?
Youi's product category is Personal Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance. Its NAICS code is 524126 and its SIC code is 6399.