loveit coverit
loveit coverit is a UK-founded, FCA-regulated specialist consumer insurance intermediary (Pier Insurance Managed Services) offering mobile phone, gadget, and travel insurance on a self-serve digital platform across the UK, Germany, and Ireland.
- Company typePrivate
- Founded1994
- HeadquartersSouthend-on-sea, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What loveit coverit does
loveit coverit is a UK-based specialist consumer insurance intermediary, operating as a division of Pier Insurance Managed Services Limited (FCA FRN 311798) and headquartered in Shoeburyness, Essex. Founded in 1994, the company distributes three core product lines — mobile phone insurance, gadget insurance, and travel insurance — to individual consumers across the UK, Germany (via wholly-owned subsidiary AGS Pier GmbH in Hamburg), and Ireland. The product range is granular, with device-specific SKUs for current and recent flagship smartphones (iPhone, Samsung Galaxy, Google Pixel), adjacent gadget categories (laptops, headphones, games consoles, smartwatches, tablets, cameras), and travel variants spanning annual, single-trip, couples, family, group, medical, winter sports, cruise, and gadget-inclusive cover.
The platform is delivered as a fully digital self-serve experience: customers obtain instant quotes online by selecting device type, make, and model, then bind coverage on a month-to-month subscription basis with no long-term contracts, paying via SEPA direct debit or other supported methods. A dedicated customer portal (my.loveitcoverit.com) handles policy management and claims submission, and claims are processed in-house rather than outsourced — a stated differentiator versus competitors. Distribution combines organic SEO across a large library of device- and topic-specific landing pages with an affiliate program run through the AWIN network (Quidco, Topcashback, Linkbux). Underwriting capacity for the German market is supplied through a partnership with Collinson Insurance Europe Limited (Malta, MFSA C89977).
Monetization is via recurring monthly insurance premiums, with pricing quote-based and not publicly disclosed; tier structure includes a Plus plan (accidental/liquid/mechanical/display damage) and a Premium plan (Plus plus theft). Multi-device bundle discounts up to 30% are offered. The company has cumulatively sold over 1 million policies, holds a 4.7/5 Trustpilot rating, and reports service awards for five consecutive years. Headcount is 11-50 employees, and the firm is privately held with no disclosed funding rounds.
loveit coverit firmographics
Firmographics- Name
- loveit coverit
- Legal name
- Pier Insurance Managed Services Limited
- Website
- https://loveitcoverit.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- loveit coverit is a UK-founded, FCA-regulated specialist consumer insurance intermediary (Pier Insurance Managed Services) offering mobile phone, gadget, and travel insurance on a self-serve digital platform across the UK, Germany, and Ireland.
- Ownership category
- akta.pro rank
loveit coverit industry classification
Industry- Product category
- Personal Insurance
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)
- akta.pro secondary industry
- Travel AD&D / Common Carrier Accidental Death Insurance (FSAIALAD)
Keywords
Where loveit coverit is headquartered
LocationHeadquarters
- HQ city
- Southend-on-sea
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
loveit coverit business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Monthly Insurance Premiums: Recurring monthly subscription payments for phone, gadget, and travel insurance policies. Premiums are collected via SEPA direct debit (EU) or other payment methods. No long-term contract required - cancel anytime.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plus Tier - Accidental damage, liquid damage, mechanical defects, display damage coverage |
| Subscription | Monthly | Premium Tier - All Plus benefits plus theft protection |
| Subscription | Monthly | Device Age Requirement - New devices within 180 days eligible for standard coverage |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
loveit coverit product offering
Product offeringCore offering
loveit coverit sells consumer insurance products — mobile phone, gadget, and travel cover — via a digital self-service website. Customers select device type/model for an instant quote, subscribe on a month-to-month basis without long-term contracts, and manage policies and claims through an in-house customer portal. The firm is FCA-authorised, operates in the UK, Germany, and Ireland, and underwrites through partners such as Collinson Insurance Europe Limited for German policies.
Product overview
loveit coverit is an insurance company offering three core product lines: Mobile Phone Insurance, Travel Insurance, and Gadget Insurance. The mobile phone insurance covers iPhone, Samsung, and Google Pixel devices with tiered Plus and Premium plans. Travel insurance includes single trip, annual multi-trip, couples, family, group, medical, winter sports, cruise, and gadget-inclusive variants. Gadget insurance encompasses laptops, tablets, headphones, games consoles, smartwatches, and cameras. All products are offered through an intuitive digital platform with in-house claims management, backed by over 30 years of industry experience and FCA authorization.
Differentiator
Problem solved
Functional benefit
Products and services
- Mobile Phone Insurance Comprehensive insurance for mobile phones protecting against theft, loss, accidental damage, liquid damage, mechanical defects, and cracked screens. Tiered plans (Plus and Premium) with worldwide coverage and unlimited claims per 12-month policy period. Sold to individual UK consumers with devices within 180 days of purchase and a valid 12-month manufacturer warranty.
- Travel Insurance Travel insurance providing cover for UK and worldwide trips, including cancellation, medical, baggage, and personal belongings protection. Sold to UK travellers through single-trip, annual multi-trip, couples, family, group, medical, winter sports, cruise, and gadget-inclusive variants.
- Gadget Insurance Comprehensive insurance for gadgets including laptops, tablets, smartwatches, headphones, games consoles, and cameras, protecting against accidental damage, theft, and mechanical defects. Sold to UK consumers.
- iPhone Insurance Specialised insurance for iPhone models including iPhone 17, 16, 15, 14, and older devices, offering protection against accidental damage, liquid damage, mechanical defects, and theft under Plus and Premium tiers.
- Samsung Phone Insurance Specialised insurance for Samsung Galaxy phones including S26, S25, S24, Z Fold, Z Flip, and A/M series models, covering accidental damage, liquid damage, and theft.
- Google Pixel Phone Insurance Specialised insurance for Google Pixel phones including Pixel 10, 9, 8, 7, and earlier models, covering accidental damage, liquid damage, and theft.
- Laptop Insurance Insurance coverage for laptops including HP laptops and student laptop insurance, protecting against accidental damage, liquid damage, and mechanical defects.
- Headphones Insurance Insurance coverage for headphones including AirPods and other wireless earbuds, protecting against accidental damage and theft.
- Games Console Insurance Insurance coverage for gaming consoles including Nintendo Switch and other gaming systems, protecting against accidental damage, mechanical failures, and theft.
- Smartwatch Insurance
Quantifiable outcome
- Over 1 million policies sold since founding
- +2 more outcomes
Companies that use loveit coverit
Customer profileSegments4 records
Ideal customer profiles4 records
loveit coverit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
loveit coverit partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AWIN (Affiliate Network)coreAWIN affiliate network manages the loveit coverit affiliate program. Publishers and partners can join via AWIN to promote gadget and travel insurance products. Commission tracking and payments are processed through AWIN's platform on the 1st and 15th of each month.
- QuidcocoreCashback partner affiliate driving customer acquisitions for loveit coverit. Referenced as existing successful partnership in affiliate marketing materials.
- TopcashbackcoreCashback and deal site partnership driving customer acquisitions. Referenced as existing successful partnership demonstrating affiliate program traction.
- LinkbuxminorAffiliate partner in early stages of partnership, mentioned alongside Topcashback and Quidco as emerging successful partnerships.
- Collinson Insurance Europe LimitedcoreInsurance underwriter for loveit coverit policies in Germany. Regulated by Malta Financial Services Authority (MFSA) with registration number C89977, based in Floriana, Malta.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
loveit coverit competitors and assessment
Company assessmentBroad incumbents
- Assurant: Major provider of device protection programs through mobile carriers and retailers globally, including in the UK. Closely comparable product category and B2B2C distribution model, though Assurant is a much larger, multi-line financial services incumbent.
- Asurion: Global leader in device protection and tech care, operating across mobile, gadget, and connected device insurance via carrier and retailer partnerships. Comparable product category and customer problem to loveit coverit, but at vastly larger scale and broader geographic scope.
- Apple (AppleCare+): Apple's own device protection program, embedded into the Apple device purchase and operating system. Represents the OEM-bundled alternative that competes directly for loveit coverit's iPhone insurance customers.
Direct peers
- World Nomads: Travel insurance specialist selling directly to consumers for single-trip and multi-trip cover, including gadget extensions. Comparable on the travel insurance line and digital distribution, though primarily Australia-rooted.
- Protect Your Bubble: UK-based gadget, phone, and travel insurance specialist selling through digital and affiliate channels. Comparable product mix, target customer (UK consumer), and distribution approach to loveit coverit.
- Insurance2Go: UK specialist gadget and mobile phone insurance provider offering device and travel cover on a similar self-serve digital model. Closely comparable niche, customer base (UK consumers), and product set to loveit coverit.
- Switched On Insurance: UK mobile phone and gadget insurance intermediary offering device cover across multiple retailers and direct channels. Comparable niche focus and digital distribution to loveit coverit.
- AllClear Travel Insurance: UK specialist travel insurer focused on medical and pre-existing-condition cover, plus standard trip cover. Comparable UK travel insurance customer and product, with deeper medical underwriting specialization.
Emerging players
- Currys (Mobile/Gadget Insurance): UK electronics retailer that bundles and resells device protection at point of sale. Competes with loveit coverit on mobile/gadget insurance acquisition and channel placement rather than as a standalone insurer.
Others
- MoneySupermarket (Insurance Aggregation): UK price-comparison website aggregating travel and gadget insurance providers including loveit coverit's competitors. Functions as a distribution and discovery channel rather than an underwriter, but materially shapes price competition in the categories loveit coverit competes in.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
loveit coverit social profiles
Digital presenceloveit coverit compliance and trust
Trust signalCompliance1 record
loveit coverit financial estimates
Financial estimateRevenue estimate
Valuation estimate
loveit coverit leadership team
Management profileNumber of profiles
loveit coverit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
loveit coverit 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 loveit coverit
What does loveit coverit do?
loveit coverit sells consumer insurance products — mobile phone, gadget, and travel cover — via a digital self-service website. Customers select device type/model for an instant quote, subscribe on a month-to-month basis without long-term contracts, and manage policies and claims through an in-house customer portal. The firm is FCA-authorised, operates in the UK, Germany, and Ireland, and underwrites through partners such as Collinson Insurance Europe Limited for German policies.
Is loveit coverit a public or private company?
loveit coverit is a private company. It is classified as unknown and is currently operating.
When was loveit coverit founded?
loveit coverit was founded in 1994. It employs 11 to 50 people.
Where is loveit coverit based?
loveit coverit is headquartered in Southend-on-sea, United Kingdom, in the Europe region.
How does loveit coverit make money?
One revenue line is on record: monthly Insurance Premiums.
Who are loveit coverit's main competitors?
Broad incumbents on record are Assurant, Asurion and Apple (AppleCare+). Direct peers are World Nomads, Protect Your Bubble, Insurance2Go, Switched On Insurance and AllClear Travel Insurance. Currys (Mobile/Gadget Insurance) is listed as an emerging player. MoneySupermarket (Insurance Aggregation) is listed as an others.
Does loveit coverit have an API?
No public API is recorded for loveit coverit.
What industry is loveit coverit in?
loveit coverit's product category is Personal Insurance. Its primary akta.pro industry code is FSAJAJAD, Personal Accident Insurance (Injury, Disability & Income Benefit), with a secondary code of FSAIALAD, Travel AD&D / Common Carrier Accidental Death Insurance. Its NAICS code is 5242 and its SIC code is 6411.