Insurance Revolution

What Insurance Revolution does

Insurance Revolution is a UK specialist insurance broker operating under the legal entity Well Dunn Limited (FCA Ref 582576), headquartered in Manchester. The company focuses on commercial and non-standard insurance lines that are underserved by price-comparison aggregators and high-street brokers, including commercial vehicle insurance (van, HGV, fleet), courier and delivery cover, motor trade policies, plant and machinery insurance, business and landlord insurance, and convicted or high-risk driver cover. Distribution is through a human-first advised-sale model delivered by UK-based sales agents via telephone, online quote forms, a customer portal, and recently WhatsApp Business (integrated through CM.com). The company is FCA-authorised and operates across multiple trading brands including Insurance Revolution Broking Services, Well Dunn Insurance Services, 5 Star Insurance Services, and Revolution Premium Finance.

The product portfolio spans more than a dozen core insurance lines and several add-on modules such as Any Driver policies, Goods in Transit, Hire and Reward cover, and the Little Theo telematics programme with an accompanying smartphone app. Technology components include the Insurance Revolution App (Android and Apple), the Little Theo telematics device capturing driving behaviour and mileage, WhatsApp customer service integration via CM.com, premium finance integration via PremFina, and credit reference agency checks for affordability assessment. Underlying architecture is a broker platform layered with communication and telematics capabilities, rather than a pure software product.

Insurance Revolution earns revenue primarily through commissions from insurers (a percentage of annual premium), supplemented by premium finance commissions when customers pay via instalments, and policy administration fees for mid-term adjustments, cancellations, and related services. Pricing is not publicly disclosed due to risk-based variability; however, transparent fee schedules (e.g., £55 mid-term adjustment, £55 cancellation after cooling-off, £80 telematics device package) indicate a hybrid commission-plus-fee model. The company works with a panel of 59 insurance providers and underwriting agencies spanning major carriers (Aviva, AXA, Ageas, Allianz, QBE, Zurich, LV) and specialist underwriters (Markel, Amwins Global Risks, Jensten, Octane, Mitek), enabling placement across a wide risk spectrum.

Name

Insurance Revolution

Legal name

Well Dunn Limited

Website

https://insurancerevolution.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Insurance Revolution is a UK specialist insurance broker (Well Dunn Limited, FCA Ref 582576) providing commercial, fleet, motor trade, plant & machinery, courier, and convicted-driver insurance to SMBs and individuals through UK-based advised sales agents, a 59-insurer panel, and digital channels including WhatsApp and a customer portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: The company earns commission from insurance providers, typically a percentage of the annual premium charged to customers, for placing business with insurers. This is the primary revenue stream for the insurance broker.
2. Premium Finance Arrangement: The company earns commission from premium finance providers when customers choose to pay premiums via instalments. The company offers premium finance through insurers and third-party finance companies, with charges including arrangement fees disclosed to customers.
3. Policy Administration Fees: Fees charged for mid-term adjustments, cancellations, and other administrative services including MID updates and late payment charges. New business and renewal fees are calculated as a percentage of the insurer calculated premium.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Insurance Revolution is a UK specialist insurance broker that arranges commercial and non-standard insurance by placing customer risk with a panel of 59 insurance providers and underwriting agencies. It operates a human-first, advised-sale model with UK-based sales agents handling quote requests by telephone, online forms, and WhatsApp, delivering tailored policies across commercial vehicles, fleets, plant & machinery, motor trade, convicted drivers, taxis, minibuses, couriers, and small business risks.

Product overview

Insurance Revolution is a UK specialist insurance broker operating under Well Dunn Limited (FCA Ref 582576), offering a comprehensive portfolio of commercial and specialist insurance products. Rather than a single software platform, the offering comprises multiple insurance product lines unified by a human-first service approach: specialized broker services for commercial vehicles, fleets, plant & machinery, motor trade, convicted drivers, and business insurance. The core products include Fleet Insurance (covering multiple vehicle types), Van Insurance, Courier Insurance, Business Car Insurance, Company Car Insurance, HGV & Truck Insurance, Plant & Machinery Insurance, Motor Trade Insurance, Business Insurance, and Convicted Driver Insurance. Add-on modules include Any Driver Policies for flexible driver coverage, the Little Theo Telematics Policy with smartphone app for driving behavior monitoring, Goods in Transit Insurance, Hire and Reward Insurance, and Premium Finance options. Customers access services through a customer portal, mobile app, and direct broker support with tailored quote journeys.

Differentiator

Problem solved

Functional benefit

Products and services

• Fleet Insurance

Quantifiable outcome

• 50-fold increase in customer message volumes after WhatsApp integration

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• CM.comcoreTechnology or Integration · 13 February 2026Insurance Revolution partnered with CM.com to integrate WhatsApp into its customer communication processes. Since launching WhatsApp as a service channel, message volumes increased 50-fold, improving customer convenience and operational efficiency. This integration enables customers to communicate with the company through their preferred messaging platform.
• Multiple Insurance ProviderscoreOthersInsurance Revolution works with 59 insurance providers and underwriting agencies including major insurers (Aviva, AXA, Ageas, Allianz, QBE, Zurich, LV) and specialist providers (Amwins Global Risks, Markel, Jensten Underwriting, Octane, Mitek, and others) to provide comprehensive market coverage for various insurance needs.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Towergate Insurance: Large UK broker with a national footprint and broad commercial lines offering including commercial motor and fleet. Comparable as a broader incumbent broker where Insurance Revolution competes for commercial/fleet customers.
• Hiscox UK: Specialist insurer/broker in commercial SME lines (professional indemnity, liability, business) that competes with Insurance Revolution's commercial combined/Business Insurance offering for UK SMB customers.
• Aon UK: Global broker operating a UK commercial insurance practice covering commercial motor, fleet and specialty lines. Sets the upper-end benchmark for what a commercial insurance intermediary can offer SMEs in the UK.
• Howden Insurance Brokers (UK): UK arm of a global insurance broker, providing commercial and specialty lines including fleet and commercial motor. Relevant incumbent competing for the same SME commercial insurance wallet.

Direct peers

• Birmingham Insurance Brokers (BIB): UK broker focused on commercial vehicle, fleet, motor trade and convicted driver cover. Directly comparable in vertical specialisation and panel-driven placement approach.
• MCE Insurance: UK specialist broker concentrating on motorcycle and non-standard motor with digital quote journeys. Comparable in product mix (non-standard motor), underwriting panel access, and human/advised sales overlays.
• Adrian Flux: UK specialist broker focused on non-standard and high-risk motor insurance (convictions, imports, modified cars, classic, performance). Most direct analogue to Insurance Revolution's convicted-driver and non-standard positioning.
• Sureterm (formerly Carole Nash affinity): UK specialist insurance broker with a strong niche focus on non-standard motor and affinity segments, operating with a multi-insurer panel — directly comparable to Insurance Revolution's non-standard broker model.
• One Call Insurance: UK specialist insurance broker serving non-standard motor, van and commercial vehicle customers via multi-carrier panels — closely aligned with Insurance Revolution's product breadth and telematics/inside-sales-led GTM.

Emerging players

• Compare the Market: UK price-comparison aggregator distributing motor (and commercial-adjacent) insurance via multiple carriers. Represents the digital self-serve alternative competing for the entry-level end of Insurance Revolution's funnel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/InsuranceRevolution
• LinkedInlinkedin.com/company/insurance-revolution
• Xx.com/InsRevolution

Compliance1 record

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 Insurance Revolution