HomeProtect
HomeProtect is a UK specialist home insurance intermediary and trading brand of FCA-regulated Avantia Insurance Limited, underwriting via AXA buildings, contents, and specialist covers for non-standard properties including unoccupied, holiday, second homes, and listed or flood-risk properties.
- Company typePrivate
- Founded2002
- HeadquartersKingston, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What HomeProtect does
HomeProtect is a UK specialist home insurance intermediary operating as a trading brand of Avantia Insurance Limited (FCA Firm Reference Number 304432). Founded in 2002 and headquartered in Kingston with 101–250 employees, the company delivers buildings, contents, and combined home insurance underwritten by AXA Insurance, focused on property owners whose risk profiles fall outside mainstream insurer appetites — including unoccupied, holiday, and second homes; listed buildings; non-standard construction (timber frame, converted barns, flat roofs); and properties with flood, subsidence, or high-theft-area exposure. Management claims coverage eligibility for more than 95% of UK homes and reports insuring over 30,000 unoccupied properties, 30,000+ holiday homes, and 40,000+ second homes.
The core technology is an online quote and policy administration platform accessible at quote.homeprotect.co.uk, with self-service quote acquisition averaging under 10 minutes. The product portfolio spans core Buildings, Contents, and combined Buildings & Contents policies plus a broad specialist range (Probate, Holiday Home, Holiday Let, Second Home, B&B/Guesthouse, Airbnb Host, Home Renovation) and add-on modules (Accidental Damage, Home Emergency, Legal Expenses, Lost Keys/Key Protection). AXA underwrites the core home policies; ARAG delivers Home Emergency and Legal Expenses; Astrenska Insurance underwrites and Coplus administers the Key Protection add-on.
Revenue is generated through insurance premiums on a subscription-recurring basis (annual lump-sum or monthly Direct Debit), distributed via a direct-to-consumer online channel augmented by phone sales and live chat. Distribution is UK-domestic only; the company is privately held with no public listing and no disclosed revenue figures. The customer base is highly fragmented across consumer segments (homeowners, landlords, holiday let operators, B&B owners, tenants, live-in landlords, foster carers), supported by substantial review equity (Excellent on Trustpilot with 20,000+ reviews; 4.4 on Reviews.io; 4.31/5 on Review Centre; Moneyfacts 5-star rating 2023–2026).
HomeProtect firmographics
Firmographics- Name
- HomeProtect
- Legal name
- Avantia Insurance Limited
- Website
- https://homeprotect.co.uk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HomeProtect is a UK specialist home insurance intermediary and trading brand of FCA-regulated Avantia Insurance Limited, underwriting via AXA buildings, contents, and specialist covers for non-standard properties including unoccupied, holiday, second homes, and listed or flood-risk properties.
- Ownership category
- akta.pro rank
HomeProtect industry classification
Industry- Product category
- Home Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Insurance Carriers and Related Activities (524)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Homeowners Insurance (FSAJACAA)
- akta.pro secondary industry
- Condominium (HO-6) Insurance (FSAJACAC)
Keywords
Where HomeProtect is headquartered
LocationHeadquarters
- HQ city
- Kingston
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
HomeProtect business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Premiums: HomeProtect generates revenue through annual and monthly insurance premiums. Policies are underwritten by AXA Insurance and include buildings insurance, contents insurance, or combined coverage. Monthly payment options are available via Direct Debit (administered by Avantia Insurance Limited), with annual one-time payment options as alternatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tailored insurance policies with quote-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
HomeProtect product offering
Product offeringCore offering
HomeProtect is a UK specialist home insurance intermediary that sells Buildings, Contents, and combined home insurance policies, alongside a Specialist Home Insurance range covering non-standard property situations (unoccupied, probate, holiday home, holiday let, second home, B&B, Airbnb, renovation, flood risk, subsidence, listed buildings, timber frame, flat roof, and converted barns). All policies are underwritten by AXA Insurance, and the company operates an online-first distribution model with quotes obtainable in under 10 minutes.
Product overview
HomeProtect is a specialist UK home insurance provider offering a comprehensive portfolio of insurance products underwritten by AXA Insurance. The core offering consists of Buildings Insurance, Contents Insurance, and their combined Buildings and Contents Insurance policy, all designed to protect homeowners against risks like fire, flood, theft, and subsidence. HomeProtect distinguishes itself through its Specialist Home Insurance range, which covers non-standard properties that other insurers often decline—including unoccupied properties, holiday homes, second homes, properties undergoing probate, listed buildings, timber frame homes, converted barns, properties with flat roofs, and homes in flood risk or subsidence areas. The company can insure more than 95% of UK homes. Add-on modules include Accidental Damage Cover (Basic and Full levels), Home Emergency Cover (provided through ARAG), Legal Expenses Cover (provided through ARAG), and Lost Keys/Key Protection Cover (underwritten by Astrenska Insurance, administered by Coplus). HomeProtect targets homeowners, landlords, B&B owners, Airbnb hosts, and property owners with non-standard circumstances, offering online quote acquisition with an average quote time of less than 10 minutes.
Differentiator
Problem solved
Functional benefit
Products and services
- Buildings Insurance Buildings insurance protects the structure of the home and permanent fixtures against risks including fire, storm, flood, escape of water, subsidence, and theft. It covers up to £1 million to rebuild the property, including outbuildings, driveways, patios, gates, fences, and boundary walls. Underwritten by AXA Insurance.
- Contents Insurance Contents insurance protects belongings against risks including fire, storm, flood, escape of water, theft, malicious damage, and subsidence. It covers furniture, electronics, clothing, and kitchenware on a new-for-old basis. Underwritten by AXA Insurance.
- Buildings and Contents Insurance A combined policy that protects both the property structure and possessions inside it, covering the cost to rebuild or repair the home and replace belongings if damaged, destroyed or stolen. Underwritten by AXA Insurance.
- Specialist Home Insurance Specialist home insurance for non-standard properties including unoccupied homes, holiday homes, listed buildings, timber frame houses, converted barns, flat roofs, heritage homes, and properties with flood or subsidence history. HomeProtect states it can insure more than 95% of UK homes. Underwritten by AXA Insurance.
- Unoccupied Property Insurance Insurance for properties empty for more than 30 consecutive days, covering landlords between tenants, properties awaiting sale, probate properties, second homes, and extended absences. Three levels of cover available: Temporarily Unoccupied, Unoccupied, and Unoccupied Plus. Underwritten by AXA Insurance.
- Probate Insurance Executor and estate insurance for properties going through the probate process, covering unoccupied properties while legal documentation is settled. Provides protection for executors, beneficiaries, administrators, and solicitors. Underwritten by AXA Insurance.
- Holiday Home Insurance Insurance for properties not used as main residence but used for holidays or rented to guests. Covers up to £30,000 for loss of rental income and includes public liability for up to £5 million per period of insurance. Underwritten by AXA Insurance.
- Holiday Let Insurance Insurance for properties being rented out to guests as short-term rentals. Includes coverage for loss of rental income up to £30,000 and public liability protection for guest-related incidents. Underwritten by AXA Insurance.
- Second Home Insurance Insurance for properties that are not lived in full-time, including weekend homes, weekday-only residences, and pied-a-terre properties. Covers homes used for personal use or short-term lettings. Underwritten by AXA Insurance.
- B&B and Guesthouse Insurance Buildings and contents insurance for bed and breakfasts and guesthouses with up to 6 rooms. Covers properties used for business purposes including liability protection for guests. Underwritten by AXA Insurance.
- Airbnb Host Insurance Home insurance for properties rented through Airbnb and other house-sharing platforms. Includes public liability cover up to £5 million for guests but does not cover theft or damage caused by Airbnb guests. Underwritten by AXA Insurance.
- Home Renovation Insurance Insurance covering properties undergoing improvement works. Standard policies cover renovations under £20,000; larger projects can be declared and policy updated. Covers areas not being worked on while contractor's policy covers the work area. Underwritten by AXA Insurance.
- Home Emergency Cover 24/7 emergency assistance for urgent issues including power outages, burst pipes, broken locks, and security risks. Basic cover provides £500 per event; Full cover adds heating system failure, roof damage, and up to £300 hotel accommodation. Provided in partnership with ARAG.
- Legal Expenses Cover Insurance covering legal advice and representation for personal legal issues. Basic cover provides up to £25,000 for legal costs; Full cover provides up to £50,000. Includes access to 24/7 legal and tax advice helplines. Provided in partnership with ARAG.
Quantifiable outcome
- 74% of customers saved money when switching to HomeProtect (survey of 1,281 buying customers)
- +2 more outcomes
Companies that use HomeProtect
Customer profileSegments9 records
Ideal customer profiles8 records
HomeProtect technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HomeProtect partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and supporting.
- AXA InsurancecoreAXA Insurance is the underwriter for HomeProtect insurance policies. All HomeProtect home insurance products are underwritten by AXA Insurance, providing the financial backing and risk coverage for their specialist insurance offerings.
- ARAGcoreARAG provides Home Emergency cover and Legal Expenses insurance for HomeProtect customers. ARAG arranges qualified tradespeople for home emergencies and provides legal advice helpline and claims handling services.
- CoplussupportingCoplus administers Key Protection claims for HomeProtect customers. Customers contact Coplus for key replacement claims including locksmith services, new locks, and related costs up to the annual limit of £1,500.
- Astrenska Insurance LimitedsupportingAstrenska Insurance Limited is the underwriter for HomeProtect's Key Protection insurance product, providing coverage for lost, stolen, or damaged keys.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
HomeProtect competitors and assessment
Company assessmentDirect peers
- Adrian Flux: UK specialist insurance intermediary focused on non-standard and niche home, motor and property risks that mainstream insurers decline. Closely comparable to HomeProtect on its core proposition: difficult-to-place UK home insurance distributed via specialist underwriting.
- Ripe Insurance: UK specialist insurance MGA offering niche and lifestyle home, motor and gadget products online. Comparable to HomeProtect as an online-first specialist intermediary serving non-standard UK consumer risks through capacity partner panels.
- One Call Insurance: UK insurance broker/distributor of home, motor and specialist policies with a focus on customers considered non-standard. Comparable to HomeProtect in targeting UK consumers turned away or under-served by mainstream direct insurers.
Emerging players
- Hagglecore: UK insurance intermediary/marketplace specifically set up to source cover for declined and non-standard home, motor and life risks. Comparable to HomeProtect in targeting customers other insurers decline, with a digital-first matching approach.
Broad incumbents
- Direct Line Group: UK-listed home and motor insurance group (Direct Line, Churchill, Privilege, Darwin). Comparable as a major UK home insurance operator with broad underwriting and a direct distribution model that competes with HomeProtect at the standard end of the market.
- Aviva UK: Large UK home and motor insurer with combined direct and broker distribution. Notable because Aviva's general insurance arm is part of the UK home insurance competitive set and Aviva competes adjacently to HomeProtect for both standard and non-standard homeowners.
- NFU Mutual: UK mutual insurer with a strong franchise in rural, high-value and non-standard property insurance. Comparable to HomeProtect for farmers, heritage and non-standard properties — a specialist-leaning incumbent that competes for the same niches.
- LV= (Liverpool Victoria): UK general insurer (home, motor, life) distributed via direct and broker channels. Comparable as an established UK home insurance carrier whose pricing and aggregator presence influence the comparison-driven pricing environment HomeProtect competes in.
- Admiral Group: Welsh-headquartered UK home and motor insurance group (Admiral, Elephant, Diamond, Gladiator). Comparable as a major direct and aggregator-sold home insurer whose pricing strategy across the price-comparison channel strongly influences competitor economics for HomeProtect.
- Zurich UK General Insurance: UK arm of Zurich Insurance, offering home, motor and SME property cover via direct and broker channels. Comparable as a global insurer with UK home distribution that overlaps with HomeProtect's standard homeowner and landlord segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HomeProtect social profiles
Digital presenceHomeProtect financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomeProtect leadership team
Management profileNumber of profiles
Profiles6 records
HomeProtect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomeProtect 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 HomeProtect
What does HomeProtect do?
HomeProtect is a UK specialist home insurance intermediary that sells Buildings, Contents, and combined home insurance policies, alongside a Specialist Home Insurance range covering non-standard property situations (unoccupied, probate, holiday home, holiday let, second home, B&B, Airbnb, renovation, flood risk, subsidence, listed buildings, timber frame, flat roof, and converted barns). All policies are underwritten by AXA Insurance, and the company operates an online-first distribution model with quotes obtainable in under 10 minutes.
Is HomeProtect a public or private company?
HomeProtect is a private company. It is classified as unknown and is currently operating.
When was HomeProtect founded?
HomeProtect was founded in 2002. It employs 101 to 250 people.
Where is HomeProtect based?
HomeProtect is headquartered in Kingston, United Kingdom, in the Europe region.
How does HomeProtect make money?
One revenue line is on record: insurance Premiums.
Who are HomeProtect's main competitors?
Direct peers on record are Adrian Flux, Ripe Insurance and One Call Insurance. Hagglecore is listed as an emerging player. Broad incumbents are Direct Line Group, Aviva UK, NFU Mutual, LV= (Liverpool Victoria), Admiral Group and Zurich UK General Insurance.
Does HomeProtect have an API?
No public API is recorded for HomeProtect.
What industry is HomeProtect in?
HomeProtect's product category is Home Insurance. Its primary akta.pro industry code is FSAJACAA, Homeowners Insurance, with a secondary code of FSAJACAC, Condominium (HO-6) Insurance. Its NAICS code is 524126 and its SIC code is 6331.