First Ireland
- Company typePrivate
- Founded1982
- HeadquartersDublin, Ireland
- Headcount101–250
- GTM typeB2C
- OfferingServices
What First Ireland does
First Ireland (legal entity First Ireland Risk Management Ltd., founded 1982, headquartered at First Ireland House, 15 Parkgate Street, Dublin 8) is an Irish insurance brokerage that intermediates personal lines insurance products on behalf of consumers. Following its January 2023 acquisition by Arthur J. Gallagher & Co. (NYSE: AJG) and the September 2024 rebrand, the First Ireland trading name has been retained exclusively for personal insurance, with the business insurance and financial services book now operating under the Gallagher brand. The retail proposition centers on comparing quotes from multiple Irish insurers across car, home, van, travel, and pet categories, supported by specialty products for non-standard risks (young drivers, convicted drivers, disabled drivers, driving instructors, taxi operators, classic cars).
The technology stack combines an online quote-comparison and self-service portal (MyFI, launched 2020) with a proprietary telematics-based product for young drivers. The DRIVEFirst program ties customers into a network of First Ireland-insured driving instructors (10+ lessons required for discounts), paired with the Boxclever telematics device underwritten with AIG Europe S.A., which scores driving behavior, applies individual premium ratings at renewal, and rewards safe drivers with redeemable kilometers. Distribution is omnichannel across web self-serve, phone-based inside sales (01 882 0834), and face-to-face appointments at the Dublin headquarters, with content marketing via a blog and active social channels (Facebook, Instagram, LinkedIn, X). The personal-lines business is regulated by the Central Bank of Ireland (under Arthur J. Gallagher Insurance Brokers (Ireland) Limited).
Revenue is generated on a commission basis from partner insurers, with annual billing cadence and quote-based pricing; specific pricing is not publicly disclosed. The legacy business-insurance book (construction, cyber, hospitality, manufacturing, professional indemnity, nursing home, home care, etc.) that previously contributed a comparable stream of revenue now sits under the Gallagher brand. Headcount in the current First Ireland-branded personal-lines operation is approximately 55 risk professionals, with parent Gallagher providing capital, regulatory, and ecosystem support. The firm also uses trading names PolskiQuote and Cosmeticinsure.ie for additional customer micro-segments in Ireland.
First Ireland firmographics
Firmographics- Name
- First Ireland
- Legal name
- First Ireland Risk Management Ltd.
- Website
- https://firstireland.ie
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
First Ireland industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
- akta.pro secondary industry
- Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)
Keywords
Where First Ireland is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
First Ireland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Personal Lines Insurance Brokerage: First Ireland acts as an insurance broker, comparing and selling car, home, van, and travel insurance from multiple leading insurers in Ireland. Revenue is generated through commissions from insurance providers.
- Business Insurance (Gallagher): Business insurance and financial services departments rebranded to Gallagher following September 2024 merger. Now operating under Gallagher brand for commercial insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based insurance pricing tailored to individual customer profiles |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
First Ireland product offering
Product offeringCore offering
First Ireland is an Irish insurance brokerage that compares and arranges personal lines insurance (car, home, van, travel, pet) from multiple leading Irish insurers, earning commission on placed policies. The firm provides expert advice supported by online quote tools, telephone sales, and face-to-face appointments at its Dublin headquarters, with differentiated offerings such as DRIVEFirst (young driver program) and Boxclever telematics insurance through AIG Europe S.A.
Product overview
First Ireland is an Irish insurance brokerage company founded in 1982, now part of Gallagher. The company operates as a multi-product insurance broker offering personal lines insurance (car, home, van, travel, pet) and business insurance products (construction, cyber liability, hospitality, manufacturing, professional indemnity, and sector-specific coverages). The personal insurance products are offered under the First Ireland brand following the September 2024 rebrand where business insurance operations were integrated into Gallagher. Key digital offerings include the MyFI online account management platform and DRIVEFirst telematics insurance program for young drivers. The company serves both personal and business customers through direct sales and a network of driving instructors.
Differentiator
Problem solved
Functional benefit
Brands
- DRIVEFirst: Young driver insurance program offering discounts to first-time drivers between ages 17 to 24, including exclusive discounts and telematics insurance options.
Products and services
- Car Insurance
Quantifiable outcome
- Young drivers can achieve substantial savings through DRIVEFirst program by completing 10+ driving lessons
Companies that use First Ireland
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
First Ireland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
First Ireland partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AIG Europe S.A.corePartnership for telematics insurance product 'Boxclever by AIG Europe S.A.' Provides box device technology for tracking driving behavior and calculating personalized premiums based on driving scores.
- Leading Irish InsurerscoreFirst Ireland partners with multiple high-value insurance companies to provide competitive quotes across car, home, van, and other personal insurance lines.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
First Ireland competitors and assessment
Company assessmentDirect peers
- Marsh Ireland: Marsh Ireland is the Irish operations of Marsh McLennan, one of the world's largest insurance brokerages, offering commercial and personal risk advisory in Ireland. Directly comparable to First Ireland as a multi-line broker operating in the same Irish market, though larger and more commercially focused.
- Aon Ireland: Aon's Irish brokerage arm provides risk management, insurance brokerage, and human capital advisory across commercial and personal lines. Closely comparable to First Ireland as a global broker with a strong Irish presence serving similar customer profiles.
- Willis Towers Watson (WTW) Ireland: WTW operates a major insurance and reinsurance brokerage in Ireland, serving corporate and personal clients with risk advisory services. Comparable to First Ireland in offering multi-line brokerage, though skewed toward larger commercial accounts.
- Chill Insurance: Chill Insurance is one of Ireland's largest insurance brokerages and aggregators, comparing quotes from multiple insurers online across motor, home, and travel. Directly comparable to First Ireland's personal lines online comparison model and target customers.
- AA Ireland: AA Ireland provides motor, home, and travel insurance alongside breakdown cover to Irish consumers. Directly comparable to First Ireland's personal lines focus, particularly car and breakdown products, serving the same Irish consumer segment.
Broad incumbents
- Aviva Ireland: Aviva is one of Ireland's largest insurers offering personal and commercial lines both directly and through broker distribution including First Ireland. Comparable as a major incumbent in Irish personal insurance with overlapping product set, though operating as a carrier rather than pure broker.
- Zurich Insurance Ireland: Zurich operates personal and commercial insurance lines in Ireland through broker and direct channels. Comparable to First Ireland as a major insurance provider serving overlapping personal and commercial customers in the Irish market.
- Allianz Ireland: Allianz provides personal and commercial insurance products in Ireland through broker distribution. Comparable to First Ireland in the Irish personal lines space with overlapping target customers, though operating as a carrier.
Emerging players
- Coverinaclick.ie: Coverinaclick.ie is an Irish online insurance aggregator/broker comparing motor, home, and other personal lines quotes from multiple insurers. Comparable to First Ireland's online quote comparison GTM but as a digital-only challenger rather than full-service broker.
Others
- Insurance Ireland: Insurance Ireland is the representative body for the Irish insurance industry, including insurers, brokers, and reinsurers. Not a direct competitor but a relevant ecosystem participant and regulatory stakeholder for First Ireland's broker operations in Ireland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
First Ireland social profiles
Digital presenceFirst Ireland compliance and trust
Trust signalCompliance2 records
First Ireland financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Ireland leadership team
Management profileNumber of profiles
Profiles2 records
First Ireland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Ireland 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 First Ireland
What does First Ireland do?
First Ireland is an Irish insurance brokerage that compares and arranges personal lines insurance (car, home, van, travel, pet) from multiple leading Irish insurers, earning commission on placed policies. The firm provides expert advice supported by online quote tools, telephone sales, and face-to-face appointments at its Dublin headquarters, with differentiated offerings such as DRIVEFirst (young driver program) and Boxclever telematics insurance through AIG Europe S.A.
Is First Ireland a public or private company?
First Ireland is a private company. It is classified as corporate owned and is currently operating.
When was First Ireland founded?
First Ireland was founded in 1982. It employs 101 to 250 people.
Where is First Ireland based?
First Ireland is headquartered in Dublin, Ireland, in the Europe region.
How does First Ireland make money?
Two revenue lines are on record. Personal Lines Insurance Brokerage is the primary driver. The others are business Insurance (Gallagher).
Who are First Ireland's main competitors?
Direct peers on record are Marsh Ireland, Aon Ireland, Willis Towers Watson (WTW) Ireland, Chill Insurance and AA Ireland. Broad incumbents are Aviva Ireland, Zurich Insurance Ireland and Allianz Ireland. Coverinaclick.ie is listed as an emerging player. Insurance Ireland is listed as an others.
Does First Ireland have an API?
No public API is recorded for First Ireland.
What industry is First Ireland in?
First Ireland's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage, with a secondary code of FSAEADAN, Insurtech-Enabled Brokerage (Digital Brokers & Aggregators). Its NAICS code is 5242 and its SIC code is 6411.