Insure Pink

What Insure Pink does

Insure Pink is a UK car insurance broker operating as a trading name of Hastings Insurance Services Limited, headquartered in Bexhill-on-Sea, East Sussex, and authorised and regulated by the Financial Conduct Authority (register number 311492). Founded in June 2008, the business distributes comprehensive motor insurance policies to individual UK car owners in England, Scotland, Wales, and Northern Ireland (excluding the Channel Islands), intermediating between customers and a panel of three primary underwriters: Advantage Insurance Company Limited, Covea Insurance PLC, and Sabre Insurance Co Ltd. Insure Pink is also able to underwrite on behalf of its insurers for non-standard risks, giving it a degree of flexibility in accepting customers who struggle to obtain cover elsewhere. Its sole product line is private car insurance, Defaqto 5 Star rated, with optional add-on modules including RAC breakdown cover (four tiers), motor legal expenses up to £100,000, key protection, personal accident, and substitute vehicle cover.

The technology stack is conventional and consumer-facing rather than proprietary: a web-based quote-and-buy system integrated with a self-service MyAccount portal for policy management, document retrieval, and payments, hosted on AWS/Cloudflare and using Magnolia CMS. Fraud prevention relies on Google reCAPTCHA, Threat Metrix, and Iovation, with Dynatrace for performance monitoring. There is no public or partner API, no mobile app, and no documented AI/ML usage. Distribution is direct-to-consumer through the website, supplemented by phone-based inside sales and live chat, with a single multi-channel sales funnel and no third-party reseller or aggregator dependency beyond the insurer panel.

The business model is a standard UK broker model with three revenue streams: (1) commission paid by the panel insurer on each policy sold, (2) explicit customer fees including a £20 arrangement fee, £20-30 policy change fees, a £45 cancellation fee after the 14-day cooling-off period, and a £12 missed payment fee, and (3) interest income on premium finance where customers spread payments monthly (requiring a 9.5% upfront deposit). A distinctive commercial feature is the exclusive charitable partnership with the Pink Ribbon Foundation (Charity Number 1080839), under which £10 is donated per policy sold, used as a marketing and brand-positioning differentiator. The sub-brand operates within the broader Hastings 'insure family' of brands that collectively protect more than 150,000 customers across car, home, and van insurance lines.

Name

Insure Pink

Legal name

Hastings Insurance Services Limited

Website

https://insurepink.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Insure Pink is a UK car insurance broker (a trading name of Hastings Insurance Services Limited) that sells Defaqto 5 Star rated motor policies to individual UK drivers via a panel of three underwriters, donating £10 per policy to the Pink Ribbon Foundation.

Ownership category

akta.pro rank

Product category

Auto Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Umbrella Insurance (FSAJAMAK)

Keywords

• Car insurance broker
• Vehicle insurance
• Motor insurance
• Insurance brokerage
• UK car insurance

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an intermediary acting on behalf of several insurers, Insure Pink receives commission paid by the insurer for each policy sold. The company searches panel of leading UK insurers to find competitive prices for customers.
2. Customer Fees: Insure Pink charges fees to customers including arrangement fee (£20 for new/renewing cover), policy change fees (£20 for most changes, £30 for changes due to incorrect information), and cancellation fees (£45 after 14-day cooling-off period). Monthly payment option includes premium finance with interest charges.
3. Premium Finance Interest: When customers choose to spread payments across monthly instalments using premium finance, they pay interest on top of the policy cost. This represents additional revenue from the loan arrangement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Insure Pink is a UK car insurance broker that intermediates between individual customers and a panel of leading UK insurers (Advantage Insurance, Covea Insurance, Sabre Insurance) to provide Defaqto 5 Star rated comprehensive car insurance policies. For every policy sold, the company donates £10 to the Pink Ribbon Foundation to support breast cancer charities, and offers optional add-on products including RAC breakdown cover, motor legal expenses, key protection, personal accident, and substitute vehicle coverage.

Product overview

Insure Pink is a car insurance broker that offers a single primary product line—Defaqto 5 Star rated car insurance—along with optional add-on modules including breakdown cover (provided by RAC), motor legal expenses, key protection, personal accident, and substitute vehicle coverage. The company operates through a panel of UK insurers including Advantage Insurance, Covea Insurance PLC, and Sabre Insurance. Customers can obtain quotes and manage policies online via the MyAccount portal. The brand's distinguishing feature is its charitable donation model, donating £10 to the Pink Ribbon Foundation for every policy sold.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Comprehensive car insurance policy for individual UK car owners, rated 5 Star by Defaqto, providing coverage for vehicle damage and third-party property. Includes courtesy car availability, European cover, no claims discount protection, uninsured driver promise, 24/7 emergency claims helpline, and monthly or annual payment options.
• Breakdown Cover
• Motor Legal Expenses Cover Optional cover providing motor legal expenses protection of up to £100,000, administered by Carpenters Ltd and underwritten by Allianz Legal Protection, available as an add-on to car insurance policies.
• Key Protection Optional add-on product providing key protection coverage for car keys, administered by Key Care Limited and underwritten by Ageas Insurance Limited.
• Personal Accident Insurance Optional add-on product providing personal accident coverage, underwritten by Lloyd's Syndicate 4444 and managed by Canopius Managing Agents Limited.
• Substitute Vehicle Cover Optional add-on product providing substitute/hire car coverage, administered by ARAG plc and underwritten by ARAG SE Branch UK.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Pink Ribbon FoundationcoreStrategic or Co-development PartnerInsure Pink exclusively supports the Pink Ribbon Foundation since launching in June 2008. The company donates £10 to the Foundation for every policy sold. The Pink Ribbon Foundation (Charity Number 1080839) is a grant-making trust that funds projects and provides financial support to UK charities working to relieve the needs of people suffering from or affected by breast cancer.
• Advantage Insurance Company LimitedcoreChannel Partner/ Reseller/ DistributorMain insurer partner, which is an associated company of Hastings Insurance Services. Part of the panel of insurers providing car insurance through Insure Pink.
• Covea Insurance PLCcoreChannel Partner/ Reseller/ DistributorMain insurer on the panel providing car insurance coverage through Insure Pink.
• Sabre Insurance Co LtdcoreChannel Partner/ Reseller/ DistributorMain insurer on the panel providing car insurance coverage through Insure Pink.
• RAC Motoring Services / RAC Insurance LimitedcoreTechnology or IntegrationProvides four levels of breakdown cover for Insure Pink customers: Roadside, Roadside & Recovery, Roadside Recovery & at Home, and European Motoring Assistance. RAC is the breakdown cover provider integrated with car insurance policies.
• Hastings Insurance Services LimitedcoreOthersInsure Pink is a trading name of Hastings Insurance Services Limited, one of the fastest growing insurance brokers in the UK. This parent company relationship provides access to resources and expertise.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Liverpool Victoria (LV=): Major UK mutual insurer offering car, home, and life insurance. Direct competitor in UK car insurance with both direct and broker channels and similar mid-market positioning.
• Admiral Group: Leading UK motor insurance provider operating Admiral, Bell, Diamond, and Elephant brands. Direct competitor in UK car insurance with significant price-comparison platform presence and multi-product cross-sell.
• Compare the Market: UK's leading insurance price comparison website. Competes with Insure Pink for car insurance customers at the acquisition stage, and also lists broker-sold policies — both a competitor and a potential distribution channel.
• Churchill Insurance: UK car, home, and travel insurance brand owned by Direct Line Group. Direct competitor in UK motor insurance with direct and broker channels and similar mid-market positioning.
• Aviva: One of the UK's largest insurance providers offering car, home, and life insurance. Direct competitor in UK car insurance with a direct-to-consumer and broker model, far larger scale, and broader product portfolio.
• Direct Line Group: One of the UK's largest personal lines insurers operating Direct Line, Churchill, and Privilege brands. Direct competitor in UK car insurance distribution with direct-to-consumer and broker channels, though much larger and broader.
• GoCompare: UK insurance and financial services price comparison platform. Direct competitor in the car insurance acquisition funnel and a key aggregator where brokers like Insure Pink must maintain competitive pricing.
• AA Insurance: UK roadside assistance provider that also sells car insurance. Comparable bundling of breakdown and motor insurance, and a direct competitor in the UK car insurance market.

Direct peers

• Hastings Direct: Parent brand of Hastings Insurance Services, of which Insure Pink is a trading name. Operates the same car insurance panel and infrastructure under a different brand; Insure Pink and Hastings Direct are essentially the same business marketed to different customer segments.

Emerging players

• RAC Insurance: Breakdown and insurance provider that supplies the RAC breakdown cover integrated into Insure Pink policies. As a partner and peer, RAC operates car insurance alongside breakdown services — a comparable product bundling approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Insure Pink