Kelliher Insurance Group
Kelliher Insurance Group is a privately held UK independent insurance broker founded in 1986, operating four brands (Kerry London, Trade Direct, SelfBuild, Small Business Direct) with 140+ employees across London and South-East England, placing specialist commercial and personal lines with 60+ carriers including Lloyd's of London.
- Company typePrivate
- Founded1986
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Kelliher Insurance Group does
Kelliher Insurance Group is a privately held UK independent insurance broker founded in 1986 by Joe Kelliher as Kerry London Limited, originally focused on specialist construction insurance and now operating through four wholly-owned brands: Kerry London (Lloyd's of London Broker serving construction, property, manufacturing, healthcare, sports and leisure), Trade Direct Insurance (broker for tradespeople covering 70+ trades since 1981), SelfBuild Insurance (self-build homeowner cover), and Small Business Direct (small commercial cover across landlords, hospitality, shops, offices and surgeries). The Group earns revenue primarily through insurance brokerage commissions from placing client policies with a panel of 60+ carrier partners including Lloyd's, Allianz, AXA, Chubb, Aviva, Zurich, Hiscox, QBE, Tokio Marine, CNA Hardy and Aspen, supplemented by policy administration fees. Distribution is hybrid: relationship-led face-to-face and telephone advisory through four physical offices (London City, Twickenham, Godalming, Watford) combined with self-serve quote-and-purchase for lower-complexity SMB and self-build products, supported by industry association partnerships (ALEP, LMA, BITA, FETA, AOFBC, TradePoint).
The Group is FCA-regulated across all businesses, holds Lloyd's of London Broker accreditation via Kerry London, and is committed to Net Zero by 2050 with sustainability programmes delivered through Feefo and Ecologi partnerships. Core technology is a broking platform with Feefo verified reviews integration; there is no disclosed AI/ML, proprietary underwriting model or data flywheel, and the model remains fundamentally relationship-driven and intermediation-based rather than technology-led. The Group has grown from 3 employees to 140+ across 38 years, remains independently owned and debt-free, and underwent a 2023 unified brand identity launch under the purpose 'To protect what matters most. Today and for the future.' Leadership includes Founder Joe Kelliher as Lifetime President, Chairman Mike Coulbert, Group CEO Imogen Coggan (Chartered Director, IoD 2025), with subsidiary leadership Dean Calaz at Kerry London and Patricia Gardiner at Trade Direct Insurance.
Kelliher Insurance Group firmographics
Firmographics- Name
- Kelliher Insurance Group
- Legal name
- Kelliher Insurance Group
- Website
- https://kelliherinsurancegroup.co.uk
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Kelliher Insurance Group is a privately held UK independent insurance broker founded in 1986, operating four brands (Kerry London, Trade Direct, SelfBuild, Small Business Direct) with 140+ employees across London and South-East England, placing specialist commercial and personal lines with 60+ carriers including Lloyd's of London.
- Ownership category
- akta.pro rank
Kelliher Insurance Group industry classification
Industry- Product category
- Commercial Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)
- akta.pro secondary industry
- Mid-Market Commercial Package (Package Policies) (FSAJAFAB)
Keywords
Where Kelliher Insurance Group is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Kelliher Insurance Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Brokerage Commissions: Earns commissions from insurance carriers for placing client policies; as an independent broker, places business with multiple insurers including Lloyd's of London markets.
- Policy Administration Fees: Fees for arranging and administering insurance policies across commercial and personal lines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Specialist commercial and personal lines insurance products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Kelliher Insurance Group product offering
Product offeringCore offering
Kelliher Insurance Group is an independent UK insurance broker that arranges specialist commercial and personal insurance for clients across construction, property, manufacturing, healthcare, sports, film/media, tradespeople, small business and self-build segments. The Group operates through four wholly-owned subsidiary brands (Kerry London, Trade Direct Insurance, SelfBuild Insurance, Small Business Direct) and places business with 60+ carrier partners including Lloyd's of London markets, earning commissions for arranging coverage and fees for policy administration.
Product overview
Kelliher Insurance Group is a leading UK independent insurance broker offering complete specialist insurance solutions through a portfolio of distinct brands. The Group comprises four core operating brands: Kerry London (established 1986, Lloyd's of London Broker specialising in construction, property, manufacturing, healthcare, sports and leisure sectors), Trade Direct Insurance (insurance broker for tradespeople and construction industries insuring 70+ recognised trades since 1981), SelfBuild Insurance (specialist selfbuild insurer for those building their own homes), and Small Business Direct (small business insurer searching multiple UK insurers). These brands collectively serve clients from elite sportspeople to construction industry giants, providing a complete range of insurance products and services across multiple industries and market sectors.
Differentiator
Problem solved
Functional benefit
Brands
- Kerry London: Established in 1986, Kerry London is a Lloyd's of London Broker specialising in serving the construction, property, manufacturing, healthcare, sports, and leisure sectors. Based in London with over 100 people.
- Trade Direct Insurance
- SelfBuild Insurance
- Small Business Direct
Products and services
- Kerry London Insurance Brokerage Lloyd's of London Broker arranging specialist insurance for construction, property, manufacturing, healthcare, sports and leisure clients; over 100 staff across London and South-East offices.
- Trade Direct Insurance Brokerage Insurance broker providing comprehensive, competitive policies for self-employed tradespeople, sole traders, contractors and small business owners across 70+ recognised trades.
- SelfBuild Insurance Brokerage Specialist self-build insurance for individuals building their own homes, covering the site pre-construction, during build, and the completed home once lived in; operated via a self-service quote and purchase platform.
- Small Business Direct Insurance Brokerage Panel-based small business insurance brokerage covering landlords, hospitality, shops, offices, surgeries and property businesses, accommodating more complex risks for growing businesses.
Quantifiable outcome
- 70+ recognised trades covered through Trade Direct Insurance
- +1 more outcomes
Companies that use Kelliher Insurance Group
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles3 records
Kelliher Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Kelliher Insurance Group partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Intact InsurancecoreInsurance carrier partner; logo displayed on Group website indicating active commercial relationship for placing client insurance coverage
- AllianzcoreGlobal insurance carrier partner; one of the world's largest insurers providing capacity for commercial and personal lines coverage
- Zurich InsurancecoreGlobal insurance carrier partner; major international insurer providing commercial insurance capacity for Group clients
- AvivacoreUK's largest insurance provider; partner for general insurance products across commercial and personal lines
- AXAcoreGlobal insurance leader; provides coverage capacity for Group clients across multiple insurance lines
- ChubbcoreGlobal property and casualty insurer; specialist in commercial insurance solutions for Group clients
- CNA HardycoreSpecialist commercial insurer focusing on mid-market and large commercial risks; Lloyd's market presence
- HiscoxcoreSpecialist insurer for businesses and high-value individuals; provides coverage for complex and specialist risks
- Lloyd's of LondoncoreKerry London is a Lloyd's-accredited broker with direct access to Lloyd's markets worldwide; enables placement of most complex risks through global network of underwriters
- QBEcoreGlobal insurer with strong presence in London market; provides capacity for commercial and specialty insurance lines
- Tokio MarinecoreJapanese-headquartered global insurance group; Lloyd's market participation provides additional capacity for complex risks
- AspencoreSpecialty insurer and reinsurer operating in the Lloyd's market; provides capacity for specialist insurance solutions
- ALEP (Association of Lifting Equipment Traders)coreLong-standing partnership since 2011; provides Professional Indemnity and property insurance products to ALEP member organisations; highly respected by members for customer service
- LMA (League Managers Association)coreComprehensive insurance offering for LMA members; enquiries handled confidently and efficiently with solutions tailored to member needs
- BITA (British Industrial Truck Association)minorIndustry association partner for materials handling and industrial truck sector; provides access to member organisations for insurance services
- FETA (Federation of Environmental Trade Associations)minorTrade association partner representing environmental services sector; insurance partnership for member benefit
- AOFBCminorTrade association partner; logo displayed on Group partners page indicating commercial relationship
- TradePointminorPartner providing insurance services to TradePoint members; commercial partnership for accessing trade customer base
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Kelliher Insurance Group competitors and assessment
Company assessmentOthers
Broad incumbents
- Willis Towers Watson (WTW): UK presence of global insurance and reinsurance broker; competes in larger commercial and specialty risks, with broad advisory and broking capabilities but not a niche specialist.
- Aon UK: UK operations of global insurance and reinsurance broker; competes in commercial and specialty placements but as part of a much broader risk advisory portfolio, including Lloyd's market access.
- Marsh Ltd (UK): UK arm of global insurance broker Marsh; provides commercial and specialty insurance placement but as part of a wider portfolio, including Lloyd's market access; competes in larger commercial risks.
Direct peers
- PIB Group: UK insurance broker that has scaled through serial acquisitions of independent broker brands across specialty and commercial lines; comparable multi-brand specialist strategy and similar M&A roll-up playbook.
- Aston Lark: UK independent insurance broker with multi-brand portfolio covering construction, commercial, and specialty risks; comparable mid-market independent broker with similar specialty-line focus.
- Howden Group Holdings: Large UK-headquartered independent insurance broker with multi-brand, multi-specialty distribution and strong Lloyd's market access; closest scale-and-strategy analog to Kelliher's specialist independent broker model.
- Bluefin Insurance Group: UK specialist insurance broker offering commercial and personal lines through advisor-led distribution; comparable size and independent specialist broker positioning.
- Towergate Insurance: UK specialist insurance broker with broad multi-brand distribution across commercial, personal, and specialty lines; directly competes in construction, trades, and small business segments.
- Ardonagh Group: UK-focused insurance broker group operating multiple specialty and consumer-facing brands (including Towergate); competes directly with Kelliher in commercial and specialty lines via multi-brand distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kelliher Insurance Group social profiles
Digital presenceKelliher Insurance Group compliance and trust
Trust signalCompliance4 records
Kelliher Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kelliher Insurance Group leadership team
Management profileNumber of profiles
Profiles10 records
Kelliher Insurance Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
Kelliher Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kelliher Insurance 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 Kelliher Insurance Group
What does Kelliher Insurance Group do?
Kelliher Insurance Group is an independent UK insurance broker that arranges specialist commercial and personal insurance for clients across construction, property, manufacturing, healthcare, sports, film/media, tradespeople, small business and self-build segments. The Group operates through four wholly-owned subsidiary brands (Kerry London, Trade Direct Insurance, SelfBuild Insurance, Small Business Direct) and places business with 60+ carrier partners including Lloyd's of London markets, earning commissions for arranging coverage and fees for policy administration.
Is Kelliher Insurance Group a public or private company?
Kelliher Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kelliher Insurance Group founded?
Kelliher Insurance Group was founded in 1986. It employs 51 to 100 people.
Where is Kelliher Insurance Group based?
Kelliher Insurance Group is headquartered in London, United Kingdom, in the Europe region.
How does Kelliher Insurance Group make money?
Two revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are policy Administration Fees.
Who are Kelliher Insurance Group's main competitors?
Jensten Group is listed as an others. Broad incumbents are Willis Towers Watson (WTW), Aon UK and Marsh Ltd (UK). Direct peers are PIB Group, Aston Lark, Howden Group Holdings, Bluefin Insurance Group, Towergate Insurance and Ardonagh Group.
Does Kelliher Insurance Group have an API?
No public API is recorded for Kelliher Insurance Group.
What industry is Kelliher Insurance Group in?
Kelliher Insurance Group's product category is Commercial Insurance Brokerage. Its primary akta.pro industry code is FSAEADAJ, Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines), with a secondary code of FSAJAFAB, Mid-Market Commercial Package (Package Policies). Its NAICS code is 524210 and its SIC code is 6411.