CETA Insurance
CETA Insurance is a UK B2B insurance distribution platform serving brokers, IFAs, and mortgage brokers via its proprietary Infinity portal, specialising in non-standard property insurance across 31+ specialist risks from a 25+ insurer panel.
- Company typePrivate
- Founded1993
- HeadquartersNorton, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What CETA Insurance does
CETA Insurance Ltd is a UK-based B2B insurance distribution platform founded in 1993 and headquartered in Chipping Norton, Oxfordshire. Operating as a subsidiary of the Atec Group (owned by Perwyn since June 2024, previously backed by Kester Capital from 2017), the company specialises in non-standard property insurance and serves insurance brokers, IFAs, and mortgage brokers through its proprietary Infinity digital portal, alongside white-label and API offerings for broker networks. CETA claims to be the only non-standard specialist home insurance platform in the UK broker market, with 1,500+ broker/IFA members, 10,000+ Infinity portal users, and a 25+ insurer panel delivering 93%+ quotability across 31+ specialist risks.
The core product is the Infinity platform, a quote, compare, click and bind system that completes a bind in under two minutes using dynamic question sets and the proprietary Lightning Technology MI suite. The platform supports bulk registration, book migration, and white-label deployment for networks including SimplyBiz, Paymentshield, and Connect Mortgages. Supporting products include Ceta Rewards (loyalty programme), Prestige Notional (Aviva-backed notional sum-insured cover), specialist boat and landlord panels (ERGO UK, Topsail, Midas), and a recently launched home emergency offering via Addept Insurance. The company is ISO 27001 certified (2022) and FCA regulated (no. 307824).
Revenue is generated primarily through commission on placed premiums (22.5% standard, 20% occasional users, paid monthly on an indemnity basis with a commission guarantee for the life of policy), supplemented by broker policy administration fees (up to £30 per policy) and white-label platform licensing. CETA is FCA-regulated, registered in England and Wales (company number 02827690), and operates exclusively in the UK market.
CETA Insurance firmographics
Firmographics- Name
- CETA Insurance
- Legal name
- CETA Insurance Ltd
- Website
- https://ceta.co.uk
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- CETA Insurance is a UK B2B insurance distribution platform serving brokers, IFAs, and mortgage brokers via its proprietary Infinity portal, specialising in non-standard property insurance across 31+ specialist risks from a 25+ insurer panel.
- Ownership category
- akta.pro rank
CETA Insurance industry classification
Industry- Product category
- Specialty Property Insurance Distribution
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Carriers (5241)
- SIC
- Insurance Agents, Brokers & Service (6411), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD)
- akta.pro secondary industry
- Embedded Insurance Distribution & Premium Financing (FSAGALAF)
Keywords
Where CETA Insurance is headquartered
LocationHeadquarters
- HQ city
- Norton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
CETA Insurance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Insurance Commission: Ceta earns commission from insurers for placing business through its platform. Standard commission is 22.5% for policies sold within Infinity; occasional users receive 20% commission. Commission is paid monthly on an indemnity basis. For larger volumes, an on-account facility is available.
- Policy Administration Fees: Brokers can add a fee of up to £30 per policy for services rendered.
- Platform Licensing: White-label arrangements with networks and distribution partners using the Infinity platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Standard Commission Tier |
| Transaction based/ take rate | Monthly | Occasional User Commission Tier |
| Transaction based/ take rate | Monthly | Commission Slider |
| Unit Pricing | Per transaction | Broker Fee Addition |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels7 records
CETA Insurance product offering
Product offeringCore offering
CETA Insurance operates a B2B digital insurance distribution platform (Infinity) that enables UK insurance brokers, IFAs, and mortgage brokers to quote, compare, click and bind non-standard and standard property insurance online in under two minutes. The platform aggregates access to over 25 insurers under delegated authority covering 31+ specialist non-standard risks, supported by an in-house MGA for underwriting decisions.
Product overview
CETA Insurance operates as a B2B property insurance platform providing non-standard specialist insurance solutions primarily to mortgage brokers, IFAs, and insurance brokers. The core offering is the Infinity Platform (launched 2018), a digital quote, compare, click and buy system enabling access to over 30 non-standard property insurance risks from a panel of more than 25 insurers under delegated authority. The platform maintains over 90% quotability and offers rapid quotes in under two minutes. Supporting products include Ceta Rewards loyalty programme (created 2020), Prestige Notional (Aviva-backed home insurance product launched June 2022), specialist boat insurance (with Topsail panel), and landlord property insurance (with ERGO UK). The platform incorporates Lightning technology with real-time MI suite and offers white-label and API integration options for partners.
Differentiator
Problem solved
Functional benefit
Brands
- Infinity: Ceta's digital quote and buy platform for non-standard property insurance, allowing brokers to quote, compare, click and bind policies in under two minutes. The platform manages multiple specialist insurers and 30+ non-standard risks.
- Ceta Rewards
Products and services
- Infinity Platform A digital quote, compare, click and buy platform enabling insurance brokers, IFAs and mortgage brokers to access over 31 specialist non-standard and standard property insurance risks from a panel of more than 25 insurers. Features dynamic question sets, real-time MI suite, and provides quotes in under two minutes.
- Ceta Rewards A free loyalty reward programme for brokers placing business on the Infinity platform. Brokers earn 50 points per new business, redeemable for vouchers including Amazon, Starbucks, Ticketmaster, John Lewis, or a pre-paid MasterCard.
- Prestige Notional A home insurance product backed by Aviva, available exclusively to Infinity platform brokers. Provides blanket cover for £1m on property and £100,000 for contents, designed for homeowners unsure of their property's rebuild value.
- Landlord Property Insurance Specialist landlord property insurance coverage available through the Infinity platform, including coverage for listed buildings, most tenant types, properties unoccupied from inception for up to 5 years, flat roof properties, and short-term lets. Panel includes ERGO UK (Munich Re Group).
- Boat Insurance Specialist boat insurance panel providing instant access to quotes from top UK boat insurers including Topsail (with 25+ years of experience). Covers yachts, motorboats, sailing dinghies, small craft, ribs, sports boats, inland crafts and narrowboats.
- Non-Standard Property Insurance CETA Insurance's core specialisation covering four categories of non-standard property insurance: (1) Non-standard by location or condition - under construction, renovation, flat roof, underpinned, flood risk, subsidence; (2) Non-standard by property type - timber/steel framed, barn conversion, high net worth, listed property; (3) Non-standard by use - unoccupied, business use, work from home, UK holiday home, residential let; (4) Non-standard by owner - adverse claims history, probate, CCJ/bankruptcy, bad credit.
- Standard Property Insurance Standard household insurance products available through the Infinity platform alongside non-standard offerings, providing competitive quality cover from a panel of providers, with full quote, compare and bind functionality.
- Home Emergency Rescue Scheme Digital-first home emergency rescue scheme offering claims triage and video conference assessments with engineers to resolve emergencies remotely, provided in partnership with Addept Insurance Services for Ceta customers.
Quantifiable outcome
- Over 93% quotability rate
- +7 more outcomes
Companies that use CETA Insurance
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
CETA Insurance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
CETA Insurance partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Addept InsurancecoreAddept Insurance Services launched a digital-first home emergency services offering and secured its first home emergency rescue scheme partnership with Ceta Insurance. The partnership allows Ceta customers to access claims triage and video conference assessments with engineers to resolve emergencies remotely.
- AvivacoreAviva backs Ceta's Prestige Notional product, a notional sum insured home insurance product available to brokers using the Infinity Platform. Provides clients blanket cover for £1m on property and £100,000 for contents.
- Topsail InsuranceminorPartnership with Topsail, celebrating their 25th year, to expand Ceta's specialist boat insurance offering. Topsail provides competitive and comprehensive cover for yachts, motorboats, sailing dinghies, small craft, ribs, sports boats, inland crafts and narrowboats with over 100 years of combined experience.
- ERGO UKcoreCeta added ERGO UK, part of the Munich Re Group, to its leading panel of landlord property insurance providers. The addition strengthens Ceta's range, depth of cover and quotability for landlord property insurance including listed buildings, unoccupied properties, flat roof and short-term lets.
- PaymentshieldcorePaymentshield, the UK's largest provider of Home, Landlord and ASU Insurance to the mortgage broker and IFA market, partnered with Ceta to deliver access to non-standard solutions for advisers via its Adviser Hub. Initially trialled exclusively with select advisers.
- SimplyBizcoreSimplyBiz, the largest supporter of directly authorised advisers in the UK, partnered with Ceta to extend its GI providers range. Makes Infinity platform available to SimplyBiz members, enabling access to more than 30 different types of non-standard property risk.
- Connect MortgagesminorSpecialist mortgage broker Connect Mortgages appointed Ceta to its panel of general insurance providers. The partnership extends their GI proposition with access to Ceta's extensive non-standard property insurance reach on the Infinity platform.
- Midas UnderwritingcoreMidas added to Ceta's platform providing buildings cover from £250k to £2m and contents cover up to £750k. The product covers non-standard property types including chapel and barn conversions, lighthouses, holiday homes, flat roof and cob construction, listed properties and properties built before 1850.
- Pen UnderwritingcoreTrusted panel partner providing specialist insurance products through the Infinity platform.
- Covéa InsurancecoreTrusted panel partner providing specialist insurance products through the Infinity platform.
- RSAcoreTrusted panel partner providing specialist insurance products through the Infinity platform.
- Arkel UnderwritingcorePart of the Atec Group, Arkel is an underwriting-led MGA specialising in non-standard personal and SME commercial markets. ARKEL was shortlisted in the Excellence in Underwriting category at Insurance Times Awards 2023.
- Geo UnderwritingcoreTrusted panel partner providing specialist insurance products through the Infinity platform.
- AmTrustminorTrusted panel partner providing specialist insurance products through the Infinity platform.
- Prestige UnderwritingcoreTrusted panel partner providing specialist insurance products through the Infinity platform.
- OcasominorTrusted panel partner providing specialist insurance products through the Infinity platform.
Scale indicators17 records
Recent moves7 records
Expansion highlights6 records
CETA Insurance competitors and assessment
Company assessmentDirect peers
- Arkel Underwriting: Arkel is the in-group MGA within Atec Group specialising in non-standard personal and SME commercial lines. Sister entity to Ceta and direct peer in non-standard underwriting, shortlisted at Insurance Times Awards 2023.
- Paymentshield: Paymentshield is the UK's largest provider of Home, Landlord and ASU Insurance distributed via mortgage brokers and IFAs. Direct competitor in the same broker-distributed personal lines intermediary channel; partnered with Ceta via Adviser Hub, indicating same target customer.
- Pen Underwriting: Pen Underwriting is a UK MGA/managing agent providing specialist property and commercial lines, including non-standard HNW property. Ceta panel partner and direct peer in the specialist UK property underwriting space.
- Open GI: Open GI is a UK insurance software platform providing broker management and quote systems. Direct peer as technology infrastructure for UK general insurance brokers with overlapping capabilities to Infinity.
- Geo Underwriting: Geo Underwriting is a UK MGA specialising in niche property lines including non-standard construction, listed buildings and holiday homes. Direct peer in non-standard personal lines underwriting via broker channel.
Broad incumbents
- BGL Group (Compare the Market): BGL Group operates Compare the Market, a major UK insurance aggregator. Its chairman Matthew Donaldson is also Atec Group chairman, and BGL is a much broader incumbent in UK personal lines distribution competing for the same end customer through different channels.
- LV= Broker: LV= provides home and landlord insurance through UK broker channels. A broader incumbent with overlapping product range and broker-distribution model but not exclusively focused on non-standard.
- Ageas UK: Ageas is a major UK household and commercial insurer distributing through brokers. Comparable as a panel-style supplier for brokers but broader scope than Ceta's non-standard specialism.
- Covéa Insurance: Covéa is a Ceta panel partner and major UK commercial and personal lines insurer. Comparable as a delegated authority counterparty and broader competitor in broker-distributed UK property.
Regional players
- SimplyBiz: SimplyBiz is the largest supporter of directly authorised advisers in the UK and a Ceta channel partner. Adjacent — they distribute Infinity to their members but do not themselves underwrite, so positioning is as a network/distribution layer rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CETA Insurance social profiles
Digital presenceCETA Insurance compliance and trust
Trust signalCompliance1 record
CETA Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
CETA Insurance leadership team
Management profileNumber of profiles
Profiles10 records
CETA Insurance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CETA Insurance M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CETA Insurance
What does CETA Insurance do?
CETA Insurance operates a B2B digital insurance distribution platform (Infinity) that enables UK insurance brokers, IFAs, and mortgage brokers to quote, compare, click and bind non-standard and standard property insurance online in under two minutes. The platform aggregates access to over 25 insurers under delegated authority covering 31+ specialist non-standard risks, supported by an in-house MGA for underwriting decisions.
Is CETA Insurance a public or private company?
CETA Insurance is a private company. It is classified as private equity controlled and is currently operating.
When was CETA Insurance founded?
CETA Insurance was founded in 1993. It employs 101 to 250 people.
Where is CETA Insurance based?
CETA Insurance is headquartered in Norton, United Kingdom, in the Europe region.
How does CETA Insurance make money?
Three revenue lines are on record. Insurance Commission is the primary driver. The others are policy Administration Fees and platform Licensing.
Who are CETA Insurance's main competitors?
Direct peers on record are Arkel Underwriting, Paymentshield, Pen Underwriting, Open GI and Geo Underwriting. Broad incumbents are BGL Group (Compare the Market), LV= Broker, Ageas UK and Covéa Insurance. SimplyBiz is listed as a regional player.
Does CETA Insurance have an API?
Yes. CETA offers white-label API options for partners and brokers to integrate the Infinity platform into their existing systems. The API enables quote, compare, click and bind functionality for non-standard property insurance, and is available for partner integration.
What industry is CETA Insurance in?
CETA Insurance's product category is Specialty Property Insurance Distribution. Its primary akta.pro industry code is FSAEADAD, Wholesale Insurance Brokerage (Excess & Surplus Lines), with a secondary code of FSAGALAF, Embedded Insurance Distribution & Premium Financing. Its NAICS code is 524210 and its SIC code is 6411.