First Senior Group
First Senior Group is a UK family-owned specialist finance and insurance provider serving the mobility and disability equipment sector since 1995. It delivers insurance, extended warranty, roadside recovery, and finance products to senior and disabled customers through a nationwide dealer network and direct channels.
- Company typePrivate
- Founded1995
- HeadquartersCaddington, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What First Senior Group does
First Senior Group is a privately held, family-owned UK specialist finance and insurance provider operating exclusively within the mobility and disability equipment sector since 1995. The company serves senior citizens and individuals with disabilities who rely on mobility equipment (scooters, powerchairs, manual wheelchairs, stairlifts, and homecare products), as well as the nationwide network of mobility retailers that distribute its products. Its core offering comprises four interconnected product lines: mobility equipment insurance (covering accidental damage, theft, fire, flood, and public liability up to £3 million), extended warranty covering mechanical and electrical failure after manufacturer warranty expiry, 24/7 roadside recovery, and FCA-regulated consumer finance that enables customers to spread equipment costs over fixed monthly repayments. The company also operates a specialist travel insurance line targeting seniors and cruise passengers with no upper age limit and coverage for pre-existing medical conditions.
The business operates through two regulated UK entities: First Senior Insurance Services Ltd (FCA FRN 308478) and First Senior Finance Ltd (FCA FRN 726510). Insurance and warranty products are underwritten by NPA Insurance Limited t/a Peach, while roadside recovery is underwritten by First Call GB Limited. First Senior funds its own finance agreements, retaining control over affordability and credit decisions. Distribution combines a nationwide network of approved mobility dealers (who can act as Appointed Representatives or simply distribute sales literature) with direct-to-consumer channels including a UK-based inside sales team, online self-service quote platforms, and dedicated dealer portals backed by the Anchor integration. The company is headquartered in Caddington, Bedfordshire, with a claims office in Kirkcaldy, Scotland, and reports a workforce of 1-10 employees under Managing Director James Nicholls.
Revenue mechanics are subscription-recurring for insurance, warranty, and recovery products, plus transaction-fee income on finance agreements. Pricing is quote-based and not publicly disclosed; finance decisions are typically delivered within hours of completed applications. The company holds Trustpilot rating of 4.8/5 from 347 reviews and is a member of BIBA, British Healthcare Trade Association, and the Consumer Credit Trade Association. No revenue, funding rounds, or institutional investment have been disclosed.
First Senior Group firmographics
Firmographics- Name
- First Senior Group
- Legal name
- First Senior Insurance Services Ltd
- Website
- https://firstsenior.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- First Senior Group is a UK family-owned specialist finance and insurance provider serving the mobility and disability equipment sector since 1995. It delivers insurance, extended warranty, roadside recovery, and finance products to senior and disabled customers through a nationwide dealer network and direct channels.
- Ownership category
- akta.pro rank
First Senior Group industry classification
Industry- Product category
- Mobility Equipment Finance and Insurance
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC)
Keywords
Where First Senior Group is headquartered
LocationHeadquarters
- HQ city
- Caddington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
First Senior Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mobility Insurance Premiums: First Senior Insurance Services Ltd collects insurance premiums from customers for coverage of mobility scooters, powerchairs, manual wheelchairs, and disability equipment. Policies cover accidental damage, theft, fire, flood, storm damage, and public liability up to £3 million. Insurance is underwritten by NPA Insurance Limited t/a Peach.
- Extended Warranty Policies: Extended warranty products provide coverage for unforeseen mechanical and electrical failure once the manufacturer's warranty has expired. Available for new and used vehicles and equipment. Multiple duration options available. No excess on claims. Underwritten by NPA Insurance Limited t/a Peach.
- Roadside Recovery Subscriptions: 24/7 mobility scooter and powerchair breakdown recovery service providing assistance for mechanical/electrical breakdown, flat battery, flat tyre, and immobilisation from accident, vandalism or theft attempt. Recovery to home address within 20 miles. Underwritten by First Call GB Limited.
- Mobility Equipment Finance: First Senior Finance provides regulated credit agreements allowing customers to spread the cost of mobility equipment over fixed monthly repayments. The company funds its own finance agreements, retaining full control over affordability checks and approval decisions. Works alongside mobility retailers across the UK. Finance is FCA-regulated.
- Travel Insurance Premiums: Specialist travel insurance designed for older travellers and cruise holidays, including coverage for pre-existing medical conditions. Policies available for single trips up to 93 days with no upper age limit. Covers cruise-specific risks including missed port departures, itinerary disruptions, cabin confinement, and emergency medical treatment at sea.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Mobility equipment insurance with comprehensive coverage including accidental damage, theft, fire, flood, storm damage, and public liability |
| Subscription | Multi-year contract | Extended warranty covering mechanical and electrical failure after manufacturer warranty expires |
| Subscription | Annual | 24/7 roadside recovery and breakdown assistance for mobility scooters and powerchairs |
| Subscription | Annual | Travel and cruise insurance for older travellers with no upper age limit |
| Other | Monthly | Finance agreements for spreading cost of mobility equipment purchases |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
First Senior Group product offering
Product offeringCore offering
First Senior Group provides specialist finance, insurance, roadside assistance, and extended warranty products for mobility and disability equipment including mobility scooters, powerchairs, manual wheelchairs, stairlifts, and homecare equipment. The company distributes through a nationwide network of approved mobility dealers and direct channels (online portal, UK phone team) to senior citizens and individuals with mobility needs across the UK. Insurance products are underwritten by NPA Insurance Limited (t/a Peach) and roadside recovery by First Call GB Limited, while First Senior Finance originates its own FCA-regulated credit agreements.
Product overview
First Senior Group is a specialist finance and insurance provider operating solely within the UK's mobility and disability equipment sector since 1995. The company offers four interconnected product lines: (1) Mobility Insurance covering scooters, powerchairs, manual wheelchairs, power assist devices, and homecare equipment against accidental damage, theft, fire, flood, and liability; (2) Travel Insurance designed for seniors and cruise travellers with coverage for pre-existing medical conditions; (3) Extended Warranty providing mechanical and electrical breakdown protection after manufacturer warranty expires; and (4) Roadside Recovery offering 24/7 breakdown assistance. First Senior Finance provides FCA-regulated financing options for all covered equipment types through a nationwide network of approved mobility dealers.
Differentiator
Problem solved
Functional benefit
Products and services
- Travel Insurance Specialist travel insurance designed for senior and over-65 travellers, including coverage for pre-existing medical conditions, cruise holidays, and worldwide travel with 24/7 assistance. Single trips up to 93 days with no upper age limit.
- Mobility Scooter Insurance Insurance coverage for Class 2 and Class 3 mobility scooters protecting against accidental damage, theft, fire, flood, and storm damage, with public liability cover up to £3 million.
- Powerchair Insurance Insurance for powered wheelchairs covering accidental damage, fire, flood, storm damage, theft, and public liability up to £3 million, with new-for-old replacement for powerchairs under 3 years old that cannot be repaired.
- Manual Wheelchair Insurance Insurance protection for self-propelled and attendant-propelled manual wheelchairs against accidental damage, theft, fire, and other insured events.
- Power Assist Device Insurance Insurance coverage for power add-on devices that assist with mobility, protecting against damage, theft, and liability.
- Homecare Insurance Insurance coverage for homecare products including stairlifts and rise/recline chairs, protecting against damage and providing peace of mind for home-based mobility equipment.
- Extended Warranty Extended warranty protection for mobility scooters, powerchairs, wheelchairs, stairlifts, bathlifts, and hoists covering unforeseen mechanical and electrical failure after the manufacturer's warranty expires. Available for new and used equipment under 8 years old with no excess.
- Roadside Recovery 24/7 mobility scooter and powerchair breakdown recovery service covering the UK including Northern Ireland, Isle of Man, and Channel Islands. Covers mechanical and electrical breakdown, flat battery, flat tyre, and immobilisation from accidents, vandalism or theft attempt, with recovery to home address within 20 miles and a maximum of 6 call-outs per year.
- Mobility Finance FCA-regulated specialist finance solutions for mobility and disability equipment including mobility scooters, powerchairs, manual wheelchairs, stairlifts, adjustable beds, and homecare equipment. Features fixed monthly repayments, flexible deposits tailored to individual circumstances, no hidden fees, and high acceptance rates for mobility customers, funded by First Senior Finance Ltd.
Quantifiable outcome
- Finance decisions often available within hours of receiving completed applications
- +3 more outcomes
Companies that use First Senior Group
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
First Senior Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
First Senior Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NPA Insurance Limited t/a PeachcoreInsurance and warranty products underwritten by NPA Insurance Limited t/a Peach. First Senior Insurance Services Ltd acts as an insurance intermediary distributing these products to mobility customers across the UK. The underwriter is authorised by the Prudential Regulation Authority and regulated by the FCA and PRA (FRN 202069).
- First Call GB LimitedcoreRoadside Recovery services underwritten by First Call GB Limited, an FCA authorised and regulated company (FCA No 308015). Provides 24/7 breakdown recovery services for mobility scooters and powerchairs throughout the UK including Northern Ireland, Isle of Man, and Channel Islands.
- British Insurance Brokers Association (BIBA)minorIndustry association membership demonstrating adherence to BIBA codes and standards for insurance broking practices.
- British Healthcare Trade AssociationminorIndustry association membership demonstrating commitment to healthcare trade standards and practices within the mobility equipment sector.
- Consumer Credit Trade Association (CCTA)minorTrade association membership for consumer credit providers, demonstrating adherence to industry codes and standards for responsible lending practices.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
First Senior Group competitors and assessment
Company assessmentBroad incumbents
- Adrian Flux: UK specialty insurance broker offering niche cover across motor, home, travel, and disability/mobility lines. Comparable to First Senior in broker-led distribution of specialist personal lines, though with a much wider product portfolio.
- Bought By Many (Many Pets): UK insurtech that uses data-led underwriting to serve niche personal lines. Not a direct mobility peer, but representative of the digital-first brokers that may eventually target the mobility and senior insurance segment with superior UX.
- Markel UK: UK arm of Markel International, a specialty insurer serving niche lines including mobility, leisure, and personal lines. Competes with First Senior on specialist underwriting capability and product breadth within mobility and adjacent niches.
- Saga (Acromas Holdings): Long-established UK financial services and insurance brand targeting the over-50s market, offering travel insurance, home insurance, and other products. A broader incumbent that competes with First Senior's senior travel insurance line but at significantly larger scale.
Direct peers
- Fish Insurance: UK specialist insurance broker focused on mobility scooters, powered wheelchairs, and disability equipment. Closest direct competitor to First Senior's insurance products, serving the same mobility customer base with similar accidental damage, theft, and public liability cover.
- Surewise: UK specialist insurance provider offering mobility scooter, powered wheelchair, and over-50s insurance products including travel cover. Comparable to First Senior in niche specialism and target customer, and a direct rival for the same insurance and travel segments.
Others
- Age UK Enterprises: Commercial arm of Age UK providing products and services (including insurance and financial services referrals) targeted at older UK consumers. Adjacent rather than directly competitive, but operates in the same senior-services commercial ecosystem.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
First Senior Group social profiles
Digital presenceFirst Senior Group compliance and trust
Trust signalCompliance7 records
First Senior Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Senior Group leadership team
Management profileNumber of profiles
Profiles1 record
First Senior Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Senior Group 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 Senior Group
What does First Senior Group do?
First Senior Group provides specialist finance, insurance, roadside assistance, and extended warranty products for mobility and disability equipment including mobility scooters, powerchairs, manual wheelchairs, stairlifts, and homecare equipment. The company distributes through a nationwide network of approved mobility dealers and direct channels (online portal, UK phone team) to senior citizens and individuals with mobility needs across the UK. Insurance products are underwritten by NPA Insurance Limited (t/a Peach) and roadside recovery by First Call GB Limited, while First Senior Finance originates its own FCA-regulated credit agreements.
Is First Senior Group a public or private company?
First Senior Group is a private company. It is classified as family owned and is currently operating.
When was First Senior Group founded?
First Senior Group was founded in 1995. It employs 1 to 10 people.
Where is First Senior Group based?
First Senior Group is headquartered in Caddington, United Kingdom, in the Europe region.
How does First Senior Group make money?
Five revenue lines are on record. Mobility Insurance Premiums are the primary driver. The others are extended Warranty Policies, roadside Recovery Subscriptions, mobility Equipment Finance and travel Insurance Premiums.
Who are First Senior Group's main competitors?
Broad incumbents on record are Adrian Flux, Bought By Many (Many Pets), Markel UK and Saga (Acromas Holdings). Direct peers are Fish Insurance and Surewise. Age UK Enterprises is listed as an others.
Does First Senior Group have an API?
No public API is recorded for First Senior Group.
What industry is First Senior Group in?
First Senior Group's product category is Mobility Equipment Finance and Insurance. Its primary akta.pro industry code is HSABAKAC, Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers). Its NAICS code is 524210 and its SIC code is 6411.