First2Protect
First2Protect is a UK property insurance intermediary serving homeowners, landlords, tenants, and brokers through home, landlord, tenant, specialist, and rent guarantee products, distributed via direct channels and a broker portal powered by Acturis technology.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What First2Protect does
First2Protect is a UK property insurance intermediary operating as a trading name of First2Protect Limited, an Appointed Representative of Pivotal Financial Limited (FCA reference 665649). Headquartered in Exeter with offices in London and Southampton, the company serves homeowners, landlords, tenants, and intermediary brokers through four core products — Home Insurance (Your Home), Landlord Insurance, Tenant Insurance, and Specialist Insurance for non-standard risks — and recently added a standalone Rent Guarantee and Legal Expenses product in March 2026 ahead of the Renter's Rights Act (effective 1 May 2026). The Your Home product carries a Defaqto 5-star rating for both buildings and contents, and the business holds a 4.5-star Trustpilot score across 1,700+ customer reviews.
The technology stack is centered on the Acturis insurance platform, which powers both a customer-facing self-service portal (quote, bind, policy management, renewal 24/7) and a broker-facing portal with dashboards for lead, quote, and policy status, plus automated case updates and a calendar scheduler for referral appointments. Distribution operates through a dual-channel model: direct-to-consumer sales with expert advisory support via phone, live chat, and online, alongside a broker channel comprising the portal, a referral program with monthly new-business and renewal commission payouts, and partnerships with mortgage broker networks Primis and TMA Club via the Toolbox system. Revenue is generated primarily through insurance brokerage commissions on new business and renewal premiums, supplemented by referral commissions from partner brokers.
First2Protect operates within the Pivotal Growth group of companies (ultimate parent Pivotal Growth Limited; sister brand John Charcol), with Pivotal Financial Limited providing FCA-regulated infrastructure, oversight, training, quality audits, and complaints handling. Operational signals include 85% renewal retention with broker partners, 40–60% conversion on broker referrals, panel competitiveness on over 40% of quotes, expansion of the adviser headcount by 11 in 2024, and the appointment of Lee Denton as Head of Business Development and Brian Coulton as Business Development Director.
First2Protect firmographics
Firmographics- Name
- First2Protect
- Legal name
- First2Protect Limited
- Website
- https://first2protect.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- First2Protect is a UK property insurance intermediary serving homeowners, landlords, tenants, and brokers through home, landlord, tenant, specialist, and rent guarantee products, distributed via direct channels and a broker portal powered by Acturis technology.
- Ownership category
- akta.pro rank
Where First2Protect is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
First2Protect business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Insurance Brokerage Commissions: Earn commissions from insurance providers on the panel for arranging policies for homeowners, landlords, and tenants. Revenue generated from both new business and renewal premiums.
- Broker Referral and Commission Revenue: Generates revenue through broker partnerships where insurance advisers earn commission on referred business. Brokers can also write business directly through the portal or use referral model with monthly new business and renewal payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Home Insurance - Buildings and/or Contents |
| Subscription | Annual | Landlord Insurance |
| Subscription | Annual | Tenant Insurance |
| Subscription | Monthly | Rent Guarantee & Legal Expenses |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
First2Protect product offering
Product offeringCore offering
First2Protect is a UK property insurance specialist that sells and arranges Home (Your Home), Landlord, Tenant, and Specialist (non-standard) insurance products, plus a standalone Rent Guarantee & Legal Expenses policy. Insurance is delivered with free expert advice direct-to-consumer and through mortgage/insurance broker partners via an Acturis-powered customer portal and a separate broker portal. The business earns commission from panel insurers (including Ageas and Integra) on new business and renewal premiums.
Product overview
First2Protect is a property insurance specialist operating as a trading name of First2Protect Limited, an Appointed Representative of Pivotal Financial Limited (FCA authorized). The core offering spans four main insurance products — Home Insurance (Your Home), Landlord Insurance, Tenant Insurance, and Specialist Insurance — delivered through a customer self-service portal and a broker-facing portal, both powered by the Acturis platform. The portfolio was recently expanded with a standalone Rent Guarantee & Legal Expenses product and new insurer panel additions (Ageas and Integra). The Your Home product carries a Defaqto 5 Star Rating for both buildings and contents. The company also provides free expert advice alongside its digital channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Insurance (Your Home) Buildings and/or contents insurance for permanent homes, holiday homes, homes occupied by immediate family, or unoccupied properties before moving in. The Your Home product is independently rated 5 Star by Defaqto for both buildings and contents.
- Landlord Insurance Insurance for properties let to tenants or unoccupied prior to letting. Covers landlord-specific risks including rental activities, tenant defaults, and malicious damage.
- Tenant Insurance Contents insurance for tenants in rented properties, covering the tenant's belongings against theft, accidental damage, and loss worldwide.
- Specialist Insurance Non-standard and complex insurance scenarios handled by a dedicated Specialist Insurance Team, covering unusual or difficult-to-place risks including high net worth clients and complex landlord portfolios.
- Rent Guarantee & Legal Expenses (Standalone) Standalone rent guarantee and legal expenses insurance product launched ahead of the Renter's Rights Act 2026. Provides full rent protection, legal expenses cover for eviction and possession proceedings, and income continuity for landlords, with cover limits from £500 to £3,500 per month, sold without bundling to a building or contents policy.
Quantifiable outcome
- 85% renewal retention rate for broker partners
- +4 more outcomes
Companies that use First2Protect
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
First2Protect technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature3 records
First2Protect partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered major and core.
- AgeasmajorAgeas has joined the First2Protect insurance panel. Known for reliable, comprehensive protection and customer-first approach, Ageas adds capacity for standard and mid-risk home insurance needs.
- IntegramajorIntegra has joined the First2Protect insurance panel. Adds specialist underwriting and flexibility for a wide range of client profiles including more complex cases.
- Pivotal Financial LimitedcoreFirst2Protect is an Appointed Representative of Pivotal Financial Limited, which is authorised and regulated by the FCA (reference 665649). Pivotal Financial Limited provides regulatory oversight, supervision, training, quality audits, and handles complaints escalation.
- Pivotal Growth GroupcoreFirst2Protect is part of the Pivotal Growth group of companies, with ultimate parent company Pivotal Growth Limited. The group includes John Charcol and provides infrastructure and support for the insurance advisory business.
- ActuriscoreTechnology platform provider powering First2Protect's customer portal and broker portal. Acturis is a leading insurance software platform enabling quote, bind, and policy management capabilities.
- PrimismajorPrimis is a network of mortgage brokers. First2Protect achieves 85% renewal retention with Primis brokers and participates in the Toolbox system for household and buy-to-let products.
- TMA ClubmajorTMA Club is a mortgage broker network. First2Protect provides household and buy-to-let insurance products with high renewal retention through the Toolbox system.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
First2Protect competitors and assessment
Company assessmentDirect peers
- Policy Expert: UK home and landlord insurance intermediary selling direct-to-consumer, very similar product mix to First2Protect (buildings, contents, landlord cover) and a comparable quote-based, no-admin-fees proposition.
- Adrian Flux: UK specialist insurance broker focused on non-standard and unusual residential risks; directly mirrors First2Protect's Specialist Insurance Team offering for hard-to-place home and landlord cases.
- Homeprotect: UK specialist home insurance provider serving landlords, homeowners and tenants with non-standard and standard cover; closest pure specialist competitor to First2Protect's core vertical.
- Swinton Insurance: Long-standing UK high-street insurance broker distributing home, landlord and tenant cover through branches and brokers; comparable UK intermediary with both consumer-direct and broker channels.
- A-Plan Insurance: UK high-street and online insurance broker offering home, landlord and tenant cover through high-street branches and a direct channel; comparable UK intermediary targeting similar consumer and small-landlord segments.
Emerging players
- Urban Jungle: UK insurtech specializing in non-standard home/tenant insurance via a digital-first model; competes for the same modern, broker-channel-adjacent customers as First2Protect.
- Many Pets (formerly Bought By Many): UK-originated insurtech intermediary using digital experience and panel-of-insurers model; relevant analogue for the digital-broker + consumer direct motion First2Protect is scaling.
Broad incumbents
- Direct Line Group: Major UK personal-lines insurance group (Direct Line, Churchill, Privilege, Darwin); a broad incumbent in home and landlord insurance whose products compete head-on with First2Protect on price-comparison panels.
- Admiral Group: UK-listed personal-lines insurance group distributing home, multi-product and price-comparison-branded cover; a broad incumbent against which First2Protect and its panel partners compete on price and underwriting.
- Towergate Insurance: Large UK commercial and personal-lines insurance broker with significant residential property placement; comparable UK intermediary model with broad insurer panel access.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
First2Protect social profiles
Digital presenceFirst2Protect compliance and trust
Trust signalCompliance3 records
First2Protect financial estimates
Financial estimateRevenue estimate
Valuation estimate
First2Protect leadership team
Management profileNumber of profiles
Profiles2 records
First2Protect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First2Protect 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 First2Protect
What does First2Protect do?
First2Protect is a UK property insurance specialist that sells and arranges Home (Your Home), Landlord, Tenant, and Specialist (non-standard) insurance products, plus a standalone Rent Guarantee & Legal Expenses policy. Insurance is delivered with free expert advice direct-to-consumer and through mortgage/insurance broker partners via an Acturis-powered customer portal and a separate broker portal. The business earns commission from panel insurers (including Ageas and Integra) on new business and renewal premiums.
Is First2Protect a public or private company?
First2Protect is a private company. It is classified as corporate owned and is currently operating.
When was First2Protect founded?
First2Protect was founded in 2018. It employs 51 to 100 people.
Where is First2Protect based?
First2Protect is headquartered in London, United Kingdom, in the Europe region.
How does First2Protect make money?
Two revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are broker Referral and Commission Revenue.
Who are First2Protect's main competitors?
Direct peers on record are Policy Expert, Adrian Flux, Homeprotect, Swinton Insurance and A-Plan Insurance. Emerging players are Urban Jungle and Many Pets (formerly Bought By Many). Broad incumbents are Direct Line Group, Admiral Group and Towergate Insurance.
Does First2Protect have an API?
No public API is recorded for First2Protect.