Pedalsure
Pedalsure is a UK-based specialist cycling insurance provider (founded 2014) offering direct-to-consumer online policies for road, e-bike, mountain, cargo, commuter, and triathlon bikes to over 50,000 individual cyclists via a self-serve digital platform.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Pedalsure does
Pedalsure is a UK-based specialist cycling insurance provider founded in 2014, operating as a Managing General Agent (MGA) through a dual-entity regulated structure. The company distributes insurance for bicycles exclusively to individual consumers via a direct-to-consumer online platform, with quotes generated in under 60 seconds and claims assessed within 24 hours. Its product portfolio covers six bike categories: road bikes, e-bikes, mountain bikes, cargo bikes, commuter cycles, and triathlon cycles, all delivered under a single standardized policy that bundles theft, accidental damage, personal injury, public liability, sportive and race coverage, loss of earnings, up to 60 days overseas cover, and accessories protection, with family cover included as standard.
The technology backbone is a self-serve digital insurance platform with an instant quote generation engine based on bike value tiers and rider age. The platform requires no physical sales force or broker intermediation; customers self-select, purchase, and claim entirely online. Pedalsure relies on its underwriting partner Dukes House Insurance Limited (registered in Guernsey, regulated by the Guernsey Financial Services Commission) for risk carrying, and its distribution entity Pedalsure No3 Limited operates as an Appointed Representative of Pro MGA Solutions Ltd, which holds FCA authorization (reference 770419). The two Pedalsure entities are under common ownership.
The business model is a recurring subscription revenue model, charging fixed monthly or annual premiums scaled to bike value, backed by a Price Match Promise. The company has scaled to 50,000+ customers over a decade, operates with a lean 1-10 employee headcount, and markets primarily through its own website, blog content, earned media in cycling publications (Rouleur, Cycling Weekly, Cycling Plus, BikeRadar, Sigma, The Times), and TrustPilot reviews. No external funding, M&A activity, or geographic expansion beyond the UK has been disclosed.
Pedalsure firmographics
Firmographics- Name
- Pedalsure
- Legal name
- Dukes House Insurance Limited
- Website
- https://pedalsure.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pedalsure is a UK-based specialist cycling insurance provider (founded 2014) offering direct-to-consumer online policies for road, e-bike, mountain, cargo, commuter, and triathlon bikes to over 50,000 individual cyclists via a self-serve digital platform.
- Ownership category
- akta.pro rank
Pedalsure industry classification
Industry- Product category
- Cycling Insurance
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Accident & Health Insurance (6321), Life Insurance (6311)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
Keywords
Where Pedalsure is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pedalsure business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Cycling Insurance Premiums: Pedalsure generates revenue through recurring insurance premiums charged to customers on a fixed monthly or annual basis. The pricing is based on the value of the bike insured and the owner's age. Customers select from predetermined bike value tiers and receive a fixed premium for the coverage period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Bike value-based fixed premium with monthly or annual billing options |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Pedalsure product offering
Product offeringCore offering
Pedalsure is a specialist cycling insurance provider offering direct-to-consumer policies covering theft, accidental damage, personal injury, public liability, races/sportives, loss of earnings, overseas travel (up to 60 days), and accessories for various bike types. The company sells fixed monthly or annual premiums based on bike value and rider age, with quotes available in under 60 seconds and claims assessed within 24 hours. Family cover is included as standard across all products.
Product overview
Pedalsure is a cycling insurance platform offering specialized insurance products for different bicycle types. The portfolio includes Road Bike Insurance, E-bike Insurance, Mountain Bike Insurance, Cargo Bike Insurance, Commuter Cycle Insurance, and Triathlon Cycle Insurance. All products provide standardized coverage including theft protection (at home and abroad), damage coverage (accidental damage and vandalism), personal injury, public liability, sportive and race coverage, loss of earnings benefits, overseas and transit cover (up to 60 days), and accessories coverage. Family cover is included as standard. The company has operated since 2014 and offers fixed monthly or annual premiums based on bike value, with a price match promise guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Road Bike Insurance Insurance coverage specifically designed for road bikes, covering theft, accidental damage, vandalism, personal injury, and public liability for road cycling activities. Includes family cover as standard, race and sportive coverage, and up to 60 days overseas cover.
- E-bike Insurance Specialized insurance coverage for electric bicycles, providing protection against theft, accidental damage, vandalism, personal injury, and public liability associated with e-bike usage. Includes family cover as standard and overseas coverage.
- Mountain Bike Insurance Insurance coverage tailored for mountain bikes, covering theft, accidental damage, vandalism, personal injury, and public liability during off-road cycling activities. Includes family cover as standard.
- Cargo Bike Insurance Insurance coverage designed for cargo bikes, protecting against theft, accidental damage, vandalism, personal injury, and public liability specific to cargo and utility cycling. Includes family cover as standard.
- Commuter Cycle Insurance Insurance coverage for commuter bicycles, providing daily transportation protection against theft, accidental damage, vandalism, personal injury, and public liability. Includes family cover as standard.
- Triathlon Cycle Insurance Specialized insurance coverage for triathlon bicycles, covering competitive racing, training, and transport scenarios. Includes theft, accidental damage, personal injury, public liability, race and sportive coverage, and overseas transit cover. Family cover included as standard.
Companies that use Pedalsure
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Pedalsure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Pedalsure partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Dukes House Insurance LimitedcoreUnderwriting partner registered in Guernsey (Company number 66539), authorized and regulated by the Guernsey Financial Services Commission. Pedalsure arranges insurance policies through this entity.
- Pedalsure No3 LimitedcoreThe entity that arranges insurance policies with Dukes House Insurance Limited. It is an Appointed Representative of Pro MGA Solutions Ltd.
- Pro MGA Solutions LtdcoreAppointed Representative authorized and regulated by the Financial Conduct Authority (FCA) under reference 770419. Pro MGA Solutions Ltd provides regulatory authorization for Pedalsure's insurance distribution in the UK.
- HiplokminorHiplok is mentioned as a partner offering, likely providing discount or bundle offers for Hiplok bike locks with Pedalsure insurance coverage.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Pedalsure competitors and assessment
Company assessmentDirect peers
- Bikmo: UK-based specialist cycling insurance provider offering dedicated bike insurance via a direct-to-consumer digital model. Most directly comparable to Pedalsure in product focus, customer segment, and distribution approach.
- Laka: UK cycling insurance collective that spreads claims costs across a community of riders. Competes head-to-head with Pedalsure for the same UK cyclist segment, with a differentiated mutual-style model.
- Yellow Jersey: Specialist UK cycling insurance provider covering road, MTB, e-bikes and similar risks. Direct competitor in the niche cycling insurance space with overlapping product set.
- Cycleplan: UK cycling insurance specialist offering bike, e-bike, and accessories cover with multi-year and family options. Closely comparable in product breadth and target customer.
- Sundays Insurance: UK cycling insurance specialist covering theft, damage and personal accident for road, mountain and e-bikes. Overlaps directly with Pedalsure's product portfolio and customer profile.
- Simply Bike Insurance: UK-focused bike insurance provider offering specialist cover for cyclists. Operates in the same niche vertical as Pedalsure, primarily through online distribution.
Broad incumbents
- Direct Line Group: Large UK general insurer that offers cycling as part of broader personal-lines products. Competes on scale and price but lacks Pedalsure's specialist depth and cycling-only positioning.
- Aviva: Major UK insurer providing cycling cover through home and personal accident policies. Comparable as an incumbent with overlapping coverage, but not a cycling specialist.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Pedalsure social profiles
Digital presencePedalsure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pedalsure leadership team
Management profileNumber of profiles
Pedalsure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pedalsure 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 Pedalsure
What does Pedalsure do?
Pedalsure is a specialist cycling insurance provider offering direct-to-consumer policies covering theft, accidental damage, personal injury, public liability, races/sportives, loss of earnings, overseas travel (up to 60 days), and accessories for various bike types. The company sells fixed monthly or annual premiums based on bike value and rider age, with quotes available in under 60 seconds and claims assessed within 24 hours. Family cover is included as standard across all products.
Is Pedalsure a public or private company?
Pedalsure is a private company. It is classified as unknown and is currently operating.
When was Pedalsure founded?
Pedalsure was founded in 2014. It employs 1 to 10 people.
Where is Pedalsure based?
Pedalsure is headquartered in London, United Kingdom, in the Europe region.
How does Pedalsure make money?
One revenue line is on record: cycling Insurance Premiums.
Who are Pedalsure's main competitors?
Direct peers on record are Bikmo, Laka, Yellow Jersey, Cycleplan, Sundays Insurance and Simply Bike Insurance. Broad incumbents are Direct Line Group and Aviva.
Does Pedalsure have an API?
No public API is recorded for Pedalsure.
What industry is Pedalsure in?
Pedalsure's product category is Cycling Insurance. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories). Its NAICS code is 524292 and its SIC code is 6321.