Shannons
- Company typePrivate
- Founded2002
- HeadquartersCheltenham, Australia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Shannons firmographics
Firmographics- Name
- Shannons
- Legal name
- Shannons Pty Limited
- Website
- https://shannons.com.au
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Shannons industry classification
Industry- Product category
- Specialty Personal Lines Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)
- akta.pro secondary industry
- Personal Auto Insurance (FSAJAMAA)
Keywords
Where Shannons is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Shannons business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Comprehensive Car Insurance: Recurring insurance premiums for comprehensive car coverage tailored to motoring enthusiasts, including agreed value coverage, modification protection, and specialty cover for classic, imported, and modified vehicles.
- Comprehensive Motorcycle Insurance: Recurring insurance premiums for comprehensive motorcycle coverage including helmet and riding gear protection, agreed value for modifications, and specialty low usage rate options.
- Home and Contents Insurance: Recurring insurance premiums for home building and contents coverage, automatically including enthusiast items cover for automotive memorabilia, spare parts, and tools up to $10,000.
- NSW CTP Green Slip Insurance: Compulsory Third Party insurance for NSW vehicle registration, issued through GIO as the licensed insurer, with Shannons acting as authorised agent.
- Shannons Roadside Assist: Optional add-on coverage providing 24/7 roadside assistance Australia-wide, available in Enthusiast (single vehicle) and Ultimate (up to 8 vehicles) tiers, sold as an add-on to comprehensive motor insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Flexible payment options with no extra cost |
| Subscription | Monthly | Multi-vehicle discount |
| Subscription | Monthly | Multi-policy discount |
| Subscription | Monthly | Flexible excess options |
| Subscription | Monthly | Protected No Claim Discount |
| Subscription | Monthly | Roadside Assist Enthusiast |
| Subscription | Monthly | Roadside Assist Ultimate |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Shannons product offering
Product offeringCore offering
Shannons sells specialty insurance products tailored to motoring enthusiasts in Australia, including Comprehensive Car Insurance (with sub-variants for classic, vintage, modified, imported, and enthusiast vehicles), Comprehensive Motorcycle Insurance, Home and Contents Insurance (with automatic enthusiast items cover), and NSW Compulsory Third Party (CTP) Green Slip Insurance. An optional 24/7 Roadside Assist add-on (Enthusiast and Ultimate tiers) is offered alongside the Shannons Club enthusiast community platform. Policies are underwritten by AAI Limited (part of Suncorp Group), with Shannons acting as an authorised representative.
Product overview
Shannons is an Australian insurance company specializing in coverage for motoring enthusiasts, offering a portfolio of motor insurance products (Car Insurance with specialized variants for imported, modified, classic, and enthusiast vehicles; Motorcycle Insurance) alongside Home and Contents Insurance, NSW CTP Insurance, and optional Roadside Assist. The company operates a platform-plus-services model combining its core insurance products with a mobile app (Shannons App), online customer portal (Shannons Online Services), and an online enthusiast community (Shannons Club with 170,000+ members). All insurance policies are underwritten by AAI Limited, with Shannons acting as authorized representative.
Differentiator
Problem solved
Functional benefit
Brands
- Shannons Club: Online community for motoring enthusiasts with articles, forums, events calendar and car club listings
- Shannons Roadside Assist
Products and services
- Comprehensive Car Insurance Comprehensive motor insurance tailored for motoring enthusiasts covering vintage, veteran, classic, modified, imported, and contemporary cars. Includes agreed value, choice of repairer, windscreen/window glass cover, modifications and accessories cover, new vehicle replacement for cars under 2 years old, up to 21 days car hire after theft, and emergency accommodation when more than 100 km from home.
- Enthusiast Car Insurance
- Classic Car Insurance
- Imported Car Insurance
- Modified Car Insurance
- Comprehensive Motorcycle Insurance
- Home and Contents Insurance
- NSW CTP Green Slip Insurance
- Shannons Roadside Assist
Quantifiable outcome
- 170,000+ motoring enthusiasts in Shannons Club community
- +3 more outcomes
Companies that use Shannons
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles4 records
Shannons technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Shannons partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- RepcominorShannons partnered with Repco for a promotional competition offering 100x $500 Repco Gift Cards monthly to new eligible policy customers. Competition runs from May 18, 2026 to October 17, 2026 with total prize pool of $250,000. This is a co-marketing initiative targeting motoring enthusiasts who need automotive parts and accessories.
- DigicallcoreDigicall provides the national roadside assistance network of qualified mobile mechanics for Shannons Roadside Assist customers. Shannons has partnered with Digicall to deliver 24/7 Australia-wide roadside assistance services including flat battery jump-starts, towing, emergency fuel, and key retrieval.
- AAI LimitedcoreAAI Limited (ABN 48 005 297 807, AFSL 230859) is the product issuer for Shannons car and home & contents insurance policies. Shannons Pty Limited acts as an authorised representative of AAI Limited. This is the core underwriting relationship enabling Shannons to offer insurance products.
- GIO (AAI Limited)coreGIO, the trading name of AAI Limited, is the licensed insurer providing Compulsory Third Party (CTP) Green Slip Insurance in NSW. Shannons acts as an authorised agent for GIO for NSW CTP policies. Shannons CTP is issued by GIO, one of 6 licensed insurers approved by SIRA to provide CTP cover in NSW.
- Suncorp GroupcoreShannons is a part of the Suncorp Group of companies (Suncorp Group Limited ABN 66 145 290 124). Shannons operates under the Suncorp Network alongside other insurance brands. Companies in the Suncorp Group do not guarantee products or services of other group companies.
Scale indicators2 records
Recent moves6 records
Shannons competitors and assessment
Company assessmentBroad incumbents
- NRMA Insurance: NRMA Insurance is one of Australia's largest general insurers, offering broad personal auto, home, and CTP coverage across NSW and other states. It competes with Shannons for mainstream motorists but lacks Shannons' specialist enthusiast positioning.
- Allianz Australia: Allianz Australia is a major general insurer offering personal auto, home, and commercial lines. It is a broad incumbent that competes with Shannons in mainstream personal auto and has expanded into specialty features such as agreed-value classic coverage.
- AAMI: AAMI is a Suncorp-owned mass-market Australian personal lines insurer offering car, home, and CTP products. It is a sister brand to Shannons within Suncorp Group and competes in the broader personal auto market with a less specialist positioning.
Others
- Bingle: Bingle is a Suncorp-owned digital-first budget car insurance brand in Australia, distributing through a self-serve online platform. It is a sister Suncorp brand rather than a direct competitor to Shannons' specialist enthusiast positioning, but illustrates the digital-distribution model Shannons is partly pursuing.
Direct peers
- Grundy Insurance: Grundy Insurance is one of the longest-standing US specialty classic and collector car insurers, offering agreed-value coverage and restoration/laid-up protection. It is a direct international comparable to Shannons' classic and vintage vehicle coverage.
- RACV Insurance: RACV (Royal Automobile Club of Victoria) provides auto, home, and roadside insurance to Victorian motorists, with deep community ties through its motoring club. Like Shannons, it serves enthusiast-adjacent motorists with motoring-club affinity, though across a broader personal lines portfolio.
- Hagerty: Hagerty is the leading US specialty insurer and enthusiast community for classic, collector, and modified vehicles. It is the closest international analogue to Shannons, combining agreed-value classic car insurance with a large enthusiast media and events platform (Hagerty Drivers Club).
- American Collectors Insurance: American Collectors Insurance specializes in classic, antique, and collector vehicle insurance in the US, with agreed-value coverage and enthusiast-focused features. It mirrors Shannons' niche positioning around specialty personal auto insurance for enthusiast owners.
- RACQ Insurance: RACQ (Royal Automobile Club of Queensland) offers auto, home, and roadside insurance to Queensland members through its motoring club platform. It directly competes with Shannons in Queensland and shares a similar motoring-community-driven GTM motion.
Regional players
- RAA Insurance: RAA (Royal Automobile Association) provides auto, home, and roadside insurance to South Australian members through its motoring club. It mirrors Shannons' club-affinity GTM but is geographically restricted to South Australia.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Shannons social profiles
Digital presenceShannons financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shannons leadership team
Management profileNumber of profiles
Shannons funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shannons 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 Shannons
What does Shannons do?
Shannons sells specialty insurance products tailored to motoring enthusiasts in Australia, including Comprehensive Car Insurance (with sub-variants for classic, vintage, modified, imported, and enthusiast vehicles), Comprehensive Motorcycle Insurance, Home and Contents Insurance (with automatic enthusiast items cover), and NSW Compulsory Third Party (CTP) Green Slip Insurance. An optional 24/7 Roadside Assist add-on (Enthusiast and Ultimate tiers) is offered alongside the Shannons Club enthusiast community platform. Policies are underwritten by AAI Limited (part of Suncorp Group), with Shannons acting as an authorised representative.
Is Shannons a public or private company?
Shannons is a private company. It is classified as corporate owned and is currently operating.
When was Shannons founded?
Shannons was founded in 2002. It employs 501 to 1,000 people.
Where is Shannons based?
Shannons is headquartered in Cheltenham, Australia, in the Oceania region.
How does Shannons make money?
Five revenue lines are on record. Comprehensive Car Insurance is the primary driver. The others are comprehensive Motorcycle Insurance, home and Contents Insurance, NSW CTP Green Slip Insurance and shannons Roadside Assist.
Who are Shannons's main competitors?
Broad incumbents on record are NRMA Insurance, Allianz Australia and AAMI. Bingle is listed as an others. Direct peers are Grundy Insurance, RACV Insurance, Hagerty, American Collectors Insurance and RACQ Insurance. RAA Insurance is listed as a regional player.
Does Shannons have an API?
No public API is recorded for Shannons.
What industry is Shannons in?
Shannons's product category is Specialty Personal Lines Insurance. Its primary akta.pro industry code is FSAJAAAA, Standard Personal Auto Insurance (Liability, Collision & Comprehensive), with a secondary code of FSAJAMAA, Personal Auto Insurance. Its NAICS code is 524126 and its SIC code is 6331.