Trade Direct Insurance Services
Trade Direct Insurance Services is a UK FCA-regulated insurance intermediary, founded in 1984 and part of the Kelliher Insurance Group, that arranges specialist insurance for tradespeople and small construction businesses across 70+ trades, distributing via online, telephone, B&Q TradePoint, and partner affiliate channels.
- Company typePrivate
- Founded1984
- HeadquartersGodalming, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Trade Direct Insurance Services does
Trade Direct Insurance Services Ltd is a UK-based independent insurance intermediary founded in 1984 and headquartered in Godalming, Surrey, operating as a specialist broker for tradespeople and small construction businesses. The firm arranges insurance on a non-advised basis across more than 20 product lines, including public liability (up to £5 million), employers' liability, professional indemnity (up to £100,000), tools cover (up to £15,000), commercial van and fleet, contract works, owned and hired plant, and ancillary add-ons, organised by trade (covering 70+ trades) and by product type. Policies are primarily underwritten by Zurich Insurance Company Ltd, with the core Classic and Plus range eligible for a Price Freeze two-year fixed-premium promotion launched in November 2025.
The business operates a direct-to-consumer and inside-sales distribution model through an online quote-and-buy platform (quotes.tradedirectinsurance.co.uk) and UK telephone support (0800 0280 380), supplemented by a co-branded arrangement with B&Q TradePoint and a partner affiliate programme targeting associations and large employers. Revenue is generated through insurer commissions, a £25 service charge per new business, renewal, or mid-term amendment, a £50 cancellation fee, a £5 finance facility fee on premiums above £100, and monthly instalment plans. Trade Direct Insurance is FCA-regulated (firm registration 307734), GDPR-compliant, Feefo Platinum Trusted Service rated, and operates as a subsidiary brand within the Kelliher Insurance Group. Customer segments span sole traders, contractors, partnerships, limited companies, and LLPs with up to 15 employees and turnover up to £3 million; the firm has 11-50 employees and the SBD sub-brand was rebranded to Business Direct Insurance in 2024.
Trade Direct Insurance Services firmographics
Firmographics- Name
- Trade Direct Insurance Services
- Legal name
- Trade Direct Insurance Services Ltd
- Website
- https://tradedirectinsurance.co.uk
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Trade Direct Insurance Services is a UK FCA-regulated insurance intermediary, founded in 1984 and part of the Kelliher Insurance Group, that arranges specialist insurance for tradespeople and small construction businesses across 70+ trades, distributing via online, telephone, B&Q TradePoint, and partner affiliate channels.
- Ownership category
- akta.pro rank
Trade Direct Insurance Services industry classification
Industry- Product category
- Tradesman Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)
- akta.pro secondary industries
- Cargo Insurance Placement & Policy Administration (All-Risk, ICC A/B/C) (TLACAHAG), Commercial Auto & Fleet Liability Insurance (Primary) (TLABANAA), General Liability Insurance (FSAJAMAE)
Keywords
Where Trade Direct Insurance Services is headquartered
LocationHeadquarters
- HQ city
- Godalming
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Trade Direct Insurance Services business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others
Revenue model
- Insurance intermediation and brokerage: Trade Direct Insurance Services acts as an independent insurance intermediary, arranging insurance on behalf of customers and earning commission from insurers. Commission varies by insurer and policy type. The company also charges administration fees for document handling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | New policy, renewal, or policy change — £25 service charge |
| Other | Pay-as-you-go | Cancellation — £50 administration charge |
| Other | Monthly | Finance facility fee — £5 |
| Subscription | Annual | Price Freeze promotion — fixed price for two years |
| Subscription | Monthly | Monthly instalment payment option available |
| Other | Pay-as-you-go | Referral reward — £25 Amazon voucher |
| Subscription | Annual | B&Q TradePoint 10% discount |
| Transaction based/ take rate | Pay-as-you-go | £50 cashback on combined PL and Van policy |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Trade Direct Insurance Services product offering
Product offeringCore offering
Trade Direct Insurance Services is a UK-based insurance intermediary that arranges and administers specialist insurance cover for tradespeople and construction professionals. Operating under FCA regulation and underwriting with Zurich Insurance Company Ltd, the company delivers policies such as public liability, employers liability, professional indemnity, tools, van, fleet, contract works, self-build and plant covers, alongside commercial premises and personal lines such as income protection, life assurance and private medical insurance.
Product overview
Trade Direct Insurance Services operates as a specialist insurance intermediary for tradespeople, offering a platform of over 20 insurance products covering more than 70 trades and professions. The core product portfolio centers on Public Liability Insurance as the primary offering, complemented by Tradesman Insurance bundles that combine multiple coverages. Add-on modules include Tools Insurance, Contract Works, Professional Indemnity, Van Insurance, Fleet Insurance, and various liability covers. The company provides trade-specific insurance products organized by trade type (builders, plumbers, electricians, etc.) and by product category. Additional services include Mental Health & Wellbeing Support through Zurich Support Services. The company is FCA regulated and underwritten by Zurich Insurance Company Ltd, operating as part of the Kelliher Insurance Group.
Differentiator
Problem solved
Functional benefit
Products and services
- Public Liability Insurance
- Employers Liability Insurance
- Professional Indemnity Insurance
- Tools Insurance
- Van Insurance
- Fleet Insurance
- Contract Works Insurance
- Self-Build Insurance
- Plant Insurance
- Commercial Premises Insurance
- Personal Insurance Lines
Quantifiable outcome
- Fixed price for two full years via Price Freeze promotion on Classic and Plus policies
- +2 more outcomes
Companies that use Trade Direct Insurance Services
Customer profileSegments4 records
Ideal customer profiles1 record
Trade Direct Insurance Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Trade Direct Insurance Services partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Zurich Insurance Company LtdcoreZurich Insurance Company Ltd is the primary underwriter for Trade Direct Insurance policies. The Zurich Scheme covers Classic and Plus policies, which are eligible for the Price Freeze promotion. Zurich Support Services also provides 24/7 mental health and wellbeing support to eligible Trade Direct Insurance customers.
- B&Q TradePointcoreTrade Direct Insurance has partnered with B&Q TradePoint to offer a 10% discount to TradePoint card holders. TradePoint Insurance branded products including public liability and van insurance are available. This is a co-branded distribution arrangement.
- Kelliher Insurance GroupcoreTrade Direct Insurance Services Ltd is part of Kelliher Insurance Group, a larger insurance intermediary group. Kelliher Insurance Group head office is at 5th Floor, 40 Lime Street, London, EC3M 7AW. Trade Direct Insurance may share customer information with other Kelliher Insurance Group companies for marketing purposes where consent is given.
- FeefominorFeefo provides the customer review and rating platform. Trade Direct Insurance holds Feefo Platinum Trusted Service Award and 10 Years of Excellence Award 2024.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Trade Direct Insurance Services competitors and assessment
Company assessmentDirect peers
- Markel Direct (Markel UK): UK specialty insurer and broker serving tradespeople, contractors, and professionals with similar product lines (public liability, tools, van, professional indemnity). Markel Direct is the most directly comparable specialist competitor in the UK trades vertical.
- Simply Business: UK online insurance broker targeting small businesses and tradespeople with multi-carrier comparison and instant quote/buy capability. Competes head-on with Trade Direct's online quote platform across the same tradesperson customer segment.
- Constructaquote: UK specialist insurance broker focused on construction and trades, offering public liability, employers liability, and contractor cover. Closely comparable in vertical specialisation and target customer profile to Trade Direct.
- Adrian Flux: UK specialist insurance broker with deep vertical coverage across niche trades and non-standard risks. Comparable in its broker/intermediary model and specialisation on harder-to-place tradesperson risks.
Broad incumbents
- Hiscox UK: Established UK specialty insurer/broker with broader portfolio across professional indemnity, trades, and commercial lines. Overlaps on Professional Indemnity and trades customers but operates as a much larger multi-line incumbent.
- NFU Mutual: UK mutual insurer with strong penetration among rural trades, contractors, and small commercial businesses. Competes for tradesperson customers via local agent network rather than online distribution.
- Beazley: Lloyd's-based specialty insurer offering professional indemnity and specialty commercial lines. Relevant overlap through professional indemnity and specialist commercial insurance for trades and contractors.
- Direct Line Group: Major UK personal and commercial lines insurer offering van and commercial vehicle insurance that overlaps directly with Trade Direct's commercial vehicle product, though as part of a much broader portfolio.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Trade Direct Insurance Services social profiles
Digital presenceTrade Direct Insurance Services compliance and trust
Trust signalCompliance2 records
Trade Direct Insurance Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trade Direct Insurance Services leadership team
Management profileNumber of profiles
Profiles3 records
Trade Direct Insurance Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trade Direct Insurance Services 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 Trade Direct Insurance Services
What does Trade Direct Insurance Services do?
Trade Direct Insurance Services is a UK-based insurance intermediary that arranges and administers specialist insurance cover for tradespeople and construction professionals. Operating under FCA regulation and underwriting with Zurich Insurance Company Ltd, the company delivers policies such as public liability, employers liability, professional indemnity, tools, van, fleet, contract works, self-build and plant covers, alongside commercial premises and personal lines such as income protection, life assurance and private medical insurance.
Is Trade Direct Insurance Services a public or private company?
Trade Direct Insurance Services is a private company. It is classified as corporate owned and is currently operating.
When was Trade Direct Insurance Services founded?
Trade Direct Insurance Services was founded in 1984. It employs 11 to 50 people.
Where is Trade Direct Insurance Services based?
Trade Direct Insurance Services is headquartered in Godalming, United Kingdom, in the Europe region.
How does Trade Direct Insurance Services make money?
One revenue line is on record: insurance intermediation and brokerage.
Who are Trade Direct Insurance Services's main competitors?
Direct peers on record are Markel Direct (Markel UK), Simply Business, Constructaquote and Adrian Flux. Broad incumbents are Hiscox UK, NFU Mutual, Beazley and Direct Line Group.
Does Trade Direct Insurance Services have an API?
No public API is recorded for Trade Direct Insurance Services.
What industry is Trade Direct Insurance Services in?
Trade Direct Insurance Services's product category is Tradesman Insurance Brokerage. Its primary akta.pro industry code is FSAEADAJ, Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines), with a secondary code of TLACAHAG, Cargo Insurance Placement & Policy Administration (All-Risk, ICC A/B/C). Its NAICS code is 52421 and its SIC code is 6411.