ALA Insurance Brokers

What ALA Insurance Brokers does

ALA Insurance Brokers (legal entity ALA IB Limited) is a UK-based FCA-authorised insurance intermediary (Firm Reference No 571109) operating from Malton, England since 1991. The company's flagship offering is Guaranteed Asset Protection (GAP) insurance covering the financial shortfall between comprehensive motor insurance settlements and the original vehicle invoice price or outstanding finance balance, with variants spanning Return to Invoice Plus, Vehicle Replacement Plus, Contract Hire Plus, Agreed Value, Commercial Vehicle, Fleet, Motorhome, and Hire & Reward products. The product portfolio is broader than GAP alone and includes three-tier extended car warranties (Silver, Gold, Platinum), a dedicated EV warranty, breakdown cover across four levels, keycare insurance, car excess cover, scratch and dent insurance, tyre and alloy wheel cover, short-term motor insurance, and cycle insurance up to £15,000. All policies are underwritten by A-grade counterparties Hiscox and Financial & Legal Insurance Company, providing FSCS protection to policyholders.

The technology platform is a direct-to-consumer web stack centred on an online quoting engine delivering personalised GAP quotes in under two minutes and an interactive GAP Insurance Shortfall Calculator. Distribution is omnichannel through self-serve website, UK-based salaried phone sales (not commission-based), live chat, and a referral network with automotive media partners including What Car?, Honest John, Autocar, The Car Expert, BuyaCar, and Definitely Not A Guru. The business model is subscription-recurring premium revenue with pricing ranging from £45 for basic breakdown cover to £100-£300 for multi-year GAP policies, plus monthly billing options on warranty products. Customer segments are primarily individual vehicle owners (new, financed, leased), with secondary exposure to fleet operators, motorhome owners, hire-and-reward drivers, van and commercial vehicle owners, and cyclists. The company employs 11-50 staff and operates exclusively in the United Kingdom plus Isle of Man and Channel Islands for selected products.

Name

ALA Insurance Brokers

Legal name

ALA IB Limited

Website

https://ala.co.uk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

ALA Insurance Brokers is a UK-based FCA-authorised insurance broker offering GAP insurance, extended car warranties, breakdown cover, and ancillary motor insurance products directly to individual vehicle owners and small commercial operators, operating from Malton, England since 1991.

Ownership category

akta.pro rank

Product category

Motor Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Gap Insurance (Auto Loan/Lease) (FSAJAAAK)

akta.pro secondary industry

GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection) (FSAJALAC)

Keywords

• GAP insurance
• Motor insurance brokerage
• Extended car warranty
• Insurance broker services
• Vehicle breakdown cover

Headquarters

HQ city

Malton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. GAP Insurance Premiums: Sale of Guaranteed Asset Protection insurance policies covering vehicle depreciation shortfalls. Policies range from £100-£300 for multi-year coverage, with various product tiers including Return to Invoice, Vehicle Replacement, Contract Hire, and Agreed Value GAP insurance.
2. Extended Car Warranty: Three-tier warranty products (Silver, Gold, Platinum) with monthly or annual payment options. Covers mechanical and electrical breakdowns beyond manufacturer warranty period.
3. Breakdown Cover: Motor breakdown assistance policies starting from £45, available in four levels from roadside assistance to UK and European cover.
4. Keycare Insurance: Coverage for replacement locks, keys and locksmith charges for lost or stolen keys. Claim limit up to £1,500 with zero excess.
5. Additional Motor Products: Short-term motor insurance, scratch and dent cover, tyre and alloy wheel insurance, car excess protection, and cycle insurance up to £15,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

ALA Insurance Brokers is an FCA-authorised UK insurance broker that arranges and sells GAP (Guaranteed Asset Protection) insurance policies and complementary motor-related insurance products, including extended car warranties, breakdown cover, keycare, excess protection, and cycle insurance. Policies are sold direct-to-consumer through the company's website, phone sales, and live chat, with coverage underwritten by Hiscox and Financial & Legal. The portfolio is centred on protecting vehicle owners from financial shortfalls when their car is written off, alongside mechanical breakdown and ancillary motor coverage.

Product overview

ALA Insurance Brokers operates as an FCA-authorised insurance broker offering a comprehensive suite of motor-related insurance and warranty products. The core offering centers on GAP (Guaranteed Asset Protection) Insurance, available in multiple variants including Return to Invoice Plus, Vehicle Replacement Plus, Contract Hire Plus, Agreed Value, Commercial Vehicle, Fleet, Motorhome, and Hire & Reward/Taxi GAP policies. Complementing GAP coverage, the company provides Car Warranty with three tiers (Silver, Gold, Platinum) plus a dedicated EV Warranty, alongside ancillary products including Breakdown Cover, Keycare, Car Excess Insurance, Scratch and Dent Insurance, Tyre & Alloy Wheel Insurance, Short Term Motor Insurance, and Cycle Insurance. The portfolio is built around protecting vehicle owners from financial shortfalls due to total loss write-offs, mechanical breakdowns, and everyday vehicle damage, with policies underwritten by Hiscox and Financial & Legal. All products are sold direct-to-consumer through the website and phone, with no agent commission structure.

Differentiator

Problem solved

Functional benefit

Products and services

• Return to Invoice Plus GAP Insurance GAP insurance covering the difference between the comprehensive insurer's market value settlement and the original vehicle invoice price or finance settlement figure, whichever is higher at the time of claim. Suitable for vehicles up to 10 years old purchased within 180 days.
• Contract Hire Plus GAP Insurance GAP insurance for leased vehicles that covers up to 100% of outstanding rental payments and any shortfall in the market value settlement provided by the insurer. Available for vehicles delivered within 365 days.
• Vehicle Replacement Plus GAP Insurance GAP insurance covering the difference between the comprehensive motor insurance settlement and the replacement cost of a vehicle matching the original make, model, age, and specification, or the outstanding finance if higher. Suitable for vehicles up to 7 years old with fewer than 80,000 miles.
• Agreed Value GAP Insurance GAP insurance with no age or mileage restrictions that covers the difference between the comprehensive insurer's settlement and the Glass's Guide retail value at the time of policy purchase. Suitable for vehicles purchased from private sellers or those ineligible for standard GAP policies.
• Commercial Vehicle GAP Insurance GAP insurance for vans, light commercial vehicles, and pickups covering Return to Invoice, Vehicle Replacement, and Contract Hire options. Protects against financial shortfall in total loss scenarios for commercial vehicles.
• Fleet GAP Insurance GAP insurance products designed for company cars and commercial vehicle fleets, offering substantial discounts on multiple vehicle purchases.
• Motorhome GAP Insurance GAP insurance specifically designed for motorhomes, covering the shortfall between the insurer's settlement and the original price paid or outstanding finance. Available for motorhomes up to 10 years old collected within 180 days.
• Hire & Reward GAP Insurance (Taxi GAP) Specialist GAP insurance for hire and reward vehicles including taxis, driving instructor vehicles, and private/public hire vehicles. Covers vehicles valued between £5,000 and £50,000, up to 10 years old.
• Car Warranty (Silver, Gold, Platinum) Extended car warranty providing insurance-based coverage against mechanical and electrical failures. Available in three tiers: Silver (vehicles up to 16 years/150,000 miles), Gold (up to 12 years/100,000 miles), and Platinum (up to 8 years/80,000 miles with Wear & Tear coverage).
• EV Warranty Standalone electric vehicle extended warranty covering mechanical and electrical faults for EVs under 10 years old with less than 100,000 miles.
• Breakdown Cover Vehicle breakdown assistance including roadside help, vehicle recovery to nearest garage or destination of choice, onward travel, and European cover options. Four levels of cover available with over 3,000 assistance vehicles.
• Keycare Cover Insurance covering the cost of replacement locks, replacement keys, and locksmith charges for lost or stolen house keys and car keys. Available with smartfob or standard keycare fob options.
• Car Excess Insurance Insurance that covers the voluntary and compulsory excess charged when making a claim with comprehensive car insurer.
• Scratch and Dent Insurance Coverage for accidental scratches and dents to vehicles, protecting against everyday mishaps that don't result in total loss.
• Tyre & Alloy Wheel Insurance Insurance coverage for scuffs, scrapes, and damage to tyres and alloy wheels.
• Short Term Motor Insurance Temporary motor insurance for borrowing a car, providing flexible short-term coverage options.
• Cycle Insurance Insurance for bicycles up to £15,000, including BMX, commuting, electric, road, mountain bike, and touring cycle coverage.
• Van Warranty Extended warranty coverage for vans with comprehensive component cover at affordable prices, designed to protect cash flow from costly repairs.

Quantifiable outcome

• 99% claims payout rate when comprehensive insurer pays out
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• What Car?coreGTM or Marketing PartnerUK's leading consumer motoring champion with 50+ years providing expert car buying advice. What Car? provides GAP insurance recommendations to readers with exclusive ALA special offers and educational resources.
• Honest JohncoreGTM or Marketing PartnerRenowned motoring advice site providing straightforward guidance on car buying and insurance. ALA supplies GAP policies to Honest John's customers.
• AutocarcoreGTM or Marketing PartnerEstablished 1895, Autocar is a legendary automotive publication reaching enthusiasts and buyers globally. Partnership since 2019 provides readers with GAP insurance protection alongside news and information.
• The Car ExpertminorGTM or Marketing PartnerAward-winning independent car buying guidance with unique Expert Rating index comparing reviews from 25 UK motoring websites. ALA partnership provides clear GAP insurance advice with exclusive offers.
• BuyaCarminorGTM or Marketing PartnerPart of heycar, BuyaCar provides expert car buying services since 2002. Partners with ALA to help customers get great GAP insurance deals on new vehicles.
• Definitely Not A Guru (Jim Starling)minorGTM or Marketing PartnerIndependent motoring journalist providing honest car buying and leasing advice through YouTube channel. Partnership over two years with trusted community.
• HiscoxcoreOthersA-grade underwriter providing insurance backing for ALA GAP policies. Hiscox policies include automatic deposit/rental protection and car hire contribution benefits.
• Financial & Legal Insurance CompanycoreOthersUK-based underwriter providing insurance backing for ALA GAP and warranty products. Policies protected under Financial Services Compensation Scheme.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Direct Gap: Direct Gap is a UK specialist GAP insurance broker offering Return to Invoice, Vehicle Replacement, Contract Hire, and Finance GAP products direct-to-consumer. It competes head-to-head with ALA on the same product variants, same UK consumer base, and same digital quoting distribution model.
• Click4Gap: Click4Gap is a UK-focused online GAP insurance broker with a similar direct-to-consumer quotation platform and product suite (Back to Invoice, Vehicle Replacement, Contract Hire GAP). It directly competes with ALA on price, digital UX, and aggregator visibility.
• Warrantywise: Warrantywise is one of the UK's longest-standing extended car warranty providers, offering tiered mechanical breakdown cover comparable to ALA's Silver/Gold/Platinum warranty products. It overlaps with ALA's warranty and add-on protection business and shares the same direct-to-consumer broker distribution model.
• MotorEasy: MotorEasy is a UK extended warranty and vehicle protection provider offering warranty plans plus GAP, MOT, and servicing products. It competes with ALA across multiple product lines including warranty and GAP, targeting the same UK consumer and small fleet segments.
• Autoguard Warranties: Autoguard Warranties is a UK extended warranty administrator working with dealer and direct channels, providing mechanical breakdown cover and GAP insurance. It is broadly comparable to ALA in its tiered warranty product offering and motor ancillary insurance portfolio.

Emerging players

• Laka: Laka is a UK-based peer-to-peer cycle insurance provider with a digital-first model, directly comparable to ALA's cycle insurance product. While operating in a different niche of ALA's portfolio, Laka shares the direct-to-consumer, online-quote distribution approach.
• Go Shorty: Go Shorty is a UK short-term temporary motor insurance provider. It overlaps with ALA's Short Term Motor Insurance product line, offering similar pay-by-day or short-duration motor cover through a digital platform.

Regional players

• Sureterm: Sureterm is a UK specialist broker offering GAP and related motor protection products. As a UK-only operator with comparable product focus on GAP and ancillary motor cover, it is a regional peer in the same niche category as ALA.

Broad incumbents

• Marshmallow: Marshmallow is a UK digital-first car insurance provider using data-driven underwriting. While primarily a primary motor insurer rather than a GAP specialist, it overlaps with ALA in offering consumer-facing motor insurance products and represents a broader incumbent serving a similar UK consumer base.
• Hastings Direct: Hastings Direct is a large UK personal lines insurer offering motor and ancillary products. Although GAP insurance is not its core focus, Hastings and similar broad incumbents offer overlapping motor insurance products and compete for the same UK consumer insurance wallet as ALA.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ALAInsurance
• YouTubeyoutube.com/user/gapinsurance/videos
• Facebookfacebook.com/ALAInsuranceBrokers
• Instagraminstagram.com/alainsurance
• TikToktiktok.com/@ala_insurance

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ALA Insurance Brokers