What Protectivity does

Protectivity is a UK-based insurance intermediary operating as the trading name of Starpeak Insurance Solutions Limited, an FCA-regulated firm (FRN 309959) headquartered in Stokenchurch. The company distributes business, personal-accident, and travel insurance directly to UK small businesses, sole traders, self-employed professionals, event organisers, landlords, and niche professions — a customer base of 180,000+ accumulated since the Protectivity brand launched in 2007.

The product portfolio is anchored on three core liability lines — Public Liability, Professional Indemnity, and Employer's Liability — and extends into a catalogue of 70+ vertical-specific SKUs covering pet care, tradespeople, event organisers, hair/beauty/therapy, creatives, caterers, cleaners, sports providers, and landlords. Underlying the offering is an online insurance platform with automated underwriting and quote generation, supplemented by AI/NLP tooling used to interpret customer communications, profile risk, and assist underwriting decisions. Analytics integrations (Microsoft Clarity, Microsoft Advertising, Google Analytics, Facebook Pixels) and a self-serve customer portal support a digital-first distribution model.

Revenue is generated through recurring insurance premiums collected monthly or annually, with entry pricing starting from £3.14/month for sole-trader, limited-company, and therapy cover. Distribution is entirely UK-domestic and primarily self-serve online, supplemented by a UK-based phone customer service team. Marketing relies on content (Knowledge Centre blog), paid acquisition via Microsoft Advertising, and independent customer reviews on Feefo, which has accumulated 3,500+ Excellent-rated reviews.

Name

Protectivity

Legal name

Starpeak Insurance Solutions Limited

Website

https://protectivity.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Protectivity is a UK-based, FCA-regulated insurance intermediary selling business, personal accident, and travel insurance directly to small businesses, sole traders, self-employed professionals, event organisers, and landlords via a self-serve online platform.

Ownership category

akta.pro rank

Product category

Small Business Commercial Insurance

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Public Liability (Premises/Operations) (FSAJADAD)

akta.pro secondary industries

Product Liability (FSAJADAC), Event Cancellation & Contingency (FSAJAGAN)

Keywords

• Small business insurance
• Public liability insurance
• Professional indemnity insurance
• Specialist trade insurance
• Event organiser insurance

Headquarters

HQ city

Stokenchurch

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Protectivity generates revenue through collecting insurance premiums from policyholders across various insurance product lines including public liability, professional indemnity, employers liability, and specialist sector-specific coverage for small businesses, event organizers, pet businesses, tradespeople, therapists, and landlords.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Protectivity is a UK-based specialist insurance intermediary selling commercial insurance products to small businesses, self-employed professionals, event organisers, and landlords. Core offerings centre on Public Liability, Professional Indemnity, and Employers' Liability cover, bundled with sector-specific extensions for tradespeople, pet-care providers, therapists, creative professionals, sports participants, and event organisers. Policies are purchased online via a self-serve quoting platform, starting from £3.14 per month, with UK-based phone support for claims and policy administration.

Product overview

Protectivity is a UK-based insurance provider specializing in business insurance for small businesses, self-employed professionals, event organizers, and landlords. The product portfolio is organized as a multi-category insurance platform with Public Liability Insurance, Professional Indemnity Insurance, and Employers' Liability Insurance as the core liability products that form the foundation of most policies. These core products are offered alongside flexible add-on modules including Product Liability, Tools Insurance, Equipment Cover, and sector-specific extensions. The platform offers specialized insurance products across numerous verticals including: Pet Business Insurance (dog walking, grooming, sitting, training, kennels, catteries, hydrotherapy, pet taxi, microchipping, home boarding); Tradesman Insurance (builders, electricians, carpenters, bricklayers, plasterers, painters/decorators, tilers, handymen, fencing contractors, kitchen fitters, gardeners); Event Insurance (sports events, festivals, weddings, parties, one-off events, cancellation, stallholders, performers, musicians, DJs, entertainers); Hair, Beauty & Therapy Insurance (hairdressers, barbers, beauty therapists, nail technicians, make-up artists, salons, holistic therapy, counselling, massage therapy, hypnotherapy, reiki); Creatives Insurance (photographers, videographers, graphic designers, web designers, interior designers, copywriters, marketing agencies, film production, sound engineers, authors); Caterers Insurance (cafes, coffee shops, sandwich bars, tea rooms, catering vans, ice cream vans, chefs, food vendors); Cleaning Insurance (cleaners, window cleaners, carpet cleaners); Crafters Insurance (artists, home bakers, candle makers, florists, jewellery makers, textile artists, woodworkers); Sports & Leisure Insurance (gyms, personal trainers, fitness instructors, sports clubs, sports coaches, martial arts); Rent Guarantee Insurance for landlords; and Sports Travel Insurance (sports travel, sports accident, activity top-up, extreme sports, adventure activities). The company emphasizes affordable pricing with coverage starting from £3.14 per month and offers fast quote generation through an online process.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Liability Insurance Essential cover that protects businesses against third-party claims for injury or property damage caused to members of the public, available as a standalone policy and included as standard across most other Protectivity products.
• Professional Indemnity Insurance Protects professionals and small businesses if a client suffers financial loss due to an error or omission in their work, sold to consultants, creatives, therapists, and other professional service providers.
• Employers' Liability Insurance Mandatory cover for UK businesses that employ staff, engage volunteers, or use casual workers, paying compensation for workplace injury and illness claims.
• Business Insurance Comprehensive small business insurance policy bundling essential liability cover as standard against potential third-party claims and related financial losses for small UK businesses.
• Limited Company Insurance Dedicated bundled insurance protection for UK limited companies covering a range of business risks and liabilities.
• Sole Trader Insurance Insurance coverage designed for self-employed individuals operating as sole traders, with entry-level pricing starting from £3.14 per month.
• Self-Employed Insurance Flexible insurance options for self-employed professionals, including sector-specific cover tailored to their trade or activity.
• Tradesman Insurance Comprehensive insurance for UK tradespeople including builders, electricians, plumbers, carpenters, bricklayers, plasterers, and painters/decorators, covering public liability, employers' liability, and tools.
• Pet Business Insurance Specialist bundled insurance for pet-related businesses including kennels, catteries, dog walkers, pet sitters, groomers, trainers, and behaviourists, covering public liability and pet-related activity risks.
• Event Insurance Comprehensive insurance for event organisers covering public liability and cancellation across festivals, weddings, parties, fetes, craft fairs, sports events, and one-off or recurring events.
• Therapist Insurance Comprehensive insurance for therapists across multiple therapy disciplines including massage, counselling, reiki, hypnotherapy, and holistic therapy, with entry-level pricing from £3.14 per month.
• Creatives Insurance Comprehensive bundled insurance package for creative professionals including photographers, graphic designers, web designers, videographers, interior designers, marketing agencies, film producers, sound engineers, and authors.
• Rent Guarantee Insurance Insurance protection for landlords covering rental payments when tenants default, complementing landlord liability cover.
• Sports Travel Insurance Insurance for sports travel and adventure activities covering sports accident, team cover, and activity top-up for extreme sports both in the UK and abroad.
• Personal Trainer Insurance Insurance for personal trainers, fitness instructors, and gym owners covering professional and public liability during training sessions.
• Crafters Insurance Insurance for crafters, home bakers, florists, jewellery makers, woodworkers, and other handmade goods producers, covering product and public liability.
• Catering Insurance Insurance for caterers, cafes, coffee shops, sandwich bars, tea rooms, catering vans, ice cream vans, and food vendors covering public and product liability.
• Cleaning Insurance Insurance for cleaning businesses including general cleaners, window cleaners, and carpet cleaners covering public liability and related operational risks.
• Hairdressing and Barber Insurance Insurance for hairdressers, barbers, hair salons, beauty therapists, nail technicians, and make-up artists covering client liability and treatment-related risks.
• Performers and Entertainers Insurance Insurance for performers, entertainers, musicians, and DJs covering public liability at events and engagement-specific risks.
• Marketing Agency Insurance Insurance tailored for marketing agencies and marketing professionals covering professional indemnity, public liability, and media-related risks.

Quantifiable outcome

• 180,000+ customers protected since 2007
• +2 more outcomes

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Microsoft AdvertisingminorGTM or Marketing PartnerAdvertising partnership for displaying tailored online advertisements on third party websites. Partnership includes enhanced conversion tracking to analyze advertising effectiveness.
• Starpeak Insurance Solutions LimitedcoreOthersParent company and trading entity. Protectivity is a trading name of Starpeak Insurance Solutions Limited which is authorised and regulated by the Financial Conduct Authority (FCA) under Firm Registration Number 309959.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Simply Business: UK's largest SMB insurance intermediary marketplace, comparing policies from multiple carriers for small businesses and self-employed professionals. Most direct like-for-like competitor to Protectivity's online, self-serve vertical-specialist model.
• Hiscox UK: Specialist insurer underwriting professional indemnity, public liability, and business cover for small businesses, freelancers, and creative professionals — directly overlapping with Protectivity's core SMB liability book and digital distribution.
• Markel UK: Underwrites liability, professional indemnity, and specialist tradesmen/beauty insurance in the UK with a strong direct-to-SMB digital proposition, overlapping with Protectivity's trades, beauty, and therapy verticals.
• Qdos Consulting & Insurance: UK specialist broker focusing on freelancer, contractor, and self-employed insurance including public liability and professional indemnity — directly comparable to Protectivity's sole trader and self-employed segments.
• HomeLet (Barbon Insurance Group): UK specialist provider of landlord insurance including rent guarantee and tenant reference services — overlapping with Protectivity's Rent Guarantee Insurance product line.
• PolicyBee: UK commercial insurance broker specialising in small business, professional indemnity, and liability cover for freelancers, contractors, and small limited companies — a close match in target customer and product mix.

Emerging players

• Bark.com / Insurance providers: Online marketplace connecting UK SMBs with insurance providers and brokers, representing a digital channel that competes with Protectivity's SEO-driven self-serve funnel for the same microbusiness buyer.
• Zego: UK InsurTech providing flexible, app-based commercial insurance for self-employed and SMB customers including rideshare and courier segments; comparable in digital-first UX and subscription pricing but operating in adjacent verticals.

Regional players

• Thistle Insurance Services: UK-based insurance intermediary offering trade, professional, and event insurance to small businesses via a digital platform, with comparable vertical specialisation focus and UK-domestic distribution.

Broad incumbents

• NFU Mutual: UK mutual insurer with broad small business, trades, and rural commercial liability offerings through a regional agent network; represents incumbent competition for Protectivity in tradesmen and rural SMB segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/protectivity
• LinkedInlinkedin.com/company/protectivity

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Protectivity