What Be Wiser Insurance does

Be Wiser Insurance is a UK-based insurance intermediary operating as a trading name of Atlanta Insurance Intermediaries Limited, itself part of the Markerstudy Group, a diversified insurance conglomerate protecting more than six million customers. Founded in 2007 and headquartered in Salford with a secondary site in Stoke-on-Trent, the company sells motor insurance policies to UK consumers through a panel of UK insurers, earning revenue primarily via brokerage commissions on each policy placed. Its core product is car insurance offered in three tiers (Essentials, Classic, Premier), supported by specialised lines including classic car, young driver (via sister brand Marmalade), van, motorbike, temporary cover (via Jaunt), and telematics-based black box insurance (now routed to sister brand Wise Driving for new business), with optional breakdown cover provided through RAC.

The technology stack centres on a self-service online quote platform feeding a customer portal (My Account) for policy management, document access, renewals, and changes available 24/7. A mobile app (Drive Wiser) historically supported telematics customers with journey data and driver scores. Backend underwriting and fraud-prevention capabilities are powered by integrations with regulated industry databases (CUE, MIB/MIPD, DVLA) and credit reference agencies (TransUnion, Equifax, Experian), supplemented by LexisNexis Risk Solutions and behavioural analytics tools (Google Analytics, Microsoft Clarity, Microsoft Advertising). Automated decisioning covers quote pricing, instalment credit eligibility, and policy-change processing.

The go-to-market model is direct-to-consumer, supplemented by content marketing through an educational blog and Trustpilot-reviewed customer experience, with live chat and telephone sales support during business hours. Pricing is per-policy with annual billing as standard and monthly instalments offered as premium finance at interest. Customer segments are deliberately horizontal: individual car owners form the primary segment, with secondary segments covering young drivers, telematics users, van owners, motorbike riders, and temporary drivers. As a single brand within the larger Markerstudy Group rather than a standalone operating business, Be Wiser's strategic direction is shaped by group-level portfolio decisions, evidenced by the 2024 redirection of telematics new business to Wise Driving and the referral-based model for young driver and temporary cover.

Name

Be Wiser Insurance

Legal name

Atlanta Insurance Intermediaries Limited

Website

https://bewiser.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Be Wiser Insurance is a UK motor insurance intermediary (part of Markerstudy Group) that sells car, van, motorbike, classic, young-driver, and temporary insurance through a panel of UK insurers via a direct-to-consumer online platform serving individual drivers.

Ownership category

akta.pro rank

Product category

Motor Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Usage-Based / Telematics Personal Auto Insurance (FSAJAAAB), Full-Coverage Personal Auto Insurance (FSAJAAAF)

Keywords

• Motor insurance brokerage
• Car insurance broker
• Telematics insurance
• Van insurance services
• Motorcycle insurance coverage

Headquarters

HQ city

Andover

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage/Intermediary: Be Wiser operates as an insurance intermediary, working with a panel of UK insurance providers. Revenue is generated through commissions paid by insurers for policies sold. The company also acts as a credit broker for monthly payment instalments.
2. Premium Finance: The company offers monthly payment options for insurance premiums, acting as a credit broker. Monthly instalments include interest charges, making them more expensive than annual payments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Be Wiser Insurance is a UK-based motor insurance broker that arranges personal motor insurance cover—car, van, motorcycle, classic car, young driver, and short-term/temporary—through a panel of UK insurers. Policies are sold direct to consumers online, by telephone, and via live chat, with ongoing servicing through a self-service account portal and FCA-regulated intermediary arrangements including premium-finance instalment plans.

Product overview

Be Wiser Insurance is an insurance intermediary offering a portfolio of motor insurance products through a panel of UK insurers. The core offering centers on Car Insurance with three coverage tiers (Essentials, Classic, Premier), supplemented by specialized variants including Black Box/Telematics Insurance for monitored driving, Classic Car Insurance for vintage vehicles, and Young Driver Insurance (via partner Marmalade). Additional motor products include Van Insurance and Motorbike Insurance, each with their own tiered structures. Short-term coverage is available through Temporary Car Insurance via Jaunt partner. Optional add-ons include Breakdown Cover (provided by RAC) and Motor Legal Expenses. Customers manage policies through a secure online Customer Portal with 24/7 access to documents, payments, and policy changes.

Differentiator

Problem solved

Functional benefit

Brands

• Drive Wiser: Sister brand offering telematics/black box insurance services (now transitioned to Wise Driving for new policies).
• Jaunt
• Marmalade

Products and services

• Car Insurance Personal motor insurance arranged by Be Wiser on behalf of individual UK drivers through a panel of UK insurers, offered across three cover tiers (Essentials, Classic, Premier) with optional monthly instalment or annual payment.
• Black Box Insurance (Telematics) Telematics-based car insurance where a black box device monitors driving behaviour so premiums reflect actual driver performance rather than purely demographic risk, targeted primarily at UK drivers seeking lower premiums.
• Classic Car Insurance Insurance cover specifically arranged for classic and vintage car owners through Be Wiser's panel of UK insurers that support agreed-value, limited-mileage and enthusiast use cases.
• Young Driver Insurance Motor insurance for young and newly qualified UK drivers, typically arranged with black box / telematics to price premiums on actual driving behaviour rather than age alone.
• Van Insurance Van cover for sole traders and small-business operators, including business-and-pleasure use, arranged through Be Wiser's panel of UK insurers and available with monthly or annual payment options.
• Temporary Car Insurance Short-term motor insurance arranged by Be Wiser for users needing cover for a limited period (e.g. borrowing a car, between policies), with flexible durations rather than full annual cover.
• Motorbike Insurance Motorcycle, scooter and moped cover arranged by the broker on behalf of UK riders through specialist motorcycle insurers on its panel.
• Breakdown Cover Roadside and recovery breakdown assistance arranged as an ancillary cover alongside Be Wiser's motor insurance policies for UK drivers.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability4 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Wise DrivingcoreChannel Partner/ Reseller/ DistributorWise Driving is a sister brand that now provides black box/telematics car insurance. Be Wiser refers customers seeking telematics insurance to Wise Driving, which offers policies with black box monitoring to help reduce premiums for safe drivers.
• MarmaladecoreChannel Partner/ Reseller/ DistributorMarmalade is a sister brand specializing in car insurance for young drivers with provisional and full driving licences. They offer black box technology-based insurance products that allow young drivers to prove safe driving for personalized premiums.
• JauntcoreChannel Partner/ Reseller/ DistributorJaunt (trading name of BISL Limited) provides temporary car insurance from 1 hour to 28 days. Be Wiser refers customers needing short-term coverage to Jaunt for quick, flexible coverage when borrowing vehicles.
• RACcoreTechnology or IntegrationRAC provides breakdown cover services integrated into Be Wiser's car, van, and motorbike insurance products. Four levels of cover available: Roadside Only, Roadside & Recovery, Roadside, Recovery & At Home, and Roadside, Recovery & At Home & European. Premier customers receive Roadside Only as standard.
• Panel of UK InsurerscoreStrategic or Co-development PartnerBe Wiser works with a panel of UK car insurance companies to help customers find policies that work for them. This multi-insurer approach allows comparison across different providers to find suitable coverage options.
• Atlanta Insurance Intermediaries LimitedcoreOthersBe Wiser is a trading name of Atlanta Insurance Intermediaries Limited, which is part of Markerstudy Group. Atlanta Insurance Intermediaries Limited is authorised and regulated by the FCA under firm reference number 309599.
• Markerstudy GroupcoreOthersMarkerstudy Group is the parent company of Be Wiser (through Atlanta Insurance Intermediaries Limited). The Group protects over 6 million customers and is the UK's largest Managing General Agent (MGA) according to MGAA as of September 2023. Other brands include Budget Insurance, Dial Direct, Lancaster Insurance, Purely Pets, and others.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• GoCompare: UK price-comparison and aggregator platform that intermediates personal motor insurance by comparing policies from a panel of insurers — directly overlapping with Be Wiser's broker/aggregator model for UK car insurance.
• Swinton Insurance: UK insurance broker/intermediary specializing in personal and commercial motor insurance through a panel of UK insurers — directly comparable broker model targeting UK car, van, and bike insurance customers.
• MoneySupermarket: UK financial price-comparison platform covering personal motor insurance through a panel of insurers — a directly comparable aggregator/broker model serving UK car insurance customers.
• Hastings Direct: UK digital-first motor insurance provider selling car insurance direct to consumers online and via aggregator channels; competes with Be Wiser for the same UK personal motor customer.
• Confused.com: UK motor insurance price-comparison site offering quotes from a panel of UK insurers, directly comparable to Be Wiser's intermediary/aggregator role in UK personal auto insurance.
• Compare the Market: Major UK price-comparison website for personal motor insurance, operating a multi-insurer panel model similar to Be Wiser's intermediary approach and competing for the same UK car insurance shoppers.

Broad incumbents

• Aviva: Large UK general insurer with broad personal lines including motor insurance sold direct and via aggregators; a wider-portfolio incumbent competitor in the same UK personal motor insurance market.
• Admiral Group: UK's largest motor insurance group with multiple brands (Admiral, Bell, Diamond, Elephant) selling direct and via aggregators; broader P&C portfolio but a leading competitor in the UK personal motor market Be Wiser serves.
• Direct Line Group: Major UK personal lines insurer operating brands including Direct Line and Churchill; directly competes in UK motor insurance with both direct and aggregator distribution channels.

Others

• Marmalade: Sister brand within the Markerstudy Group specializing in car insurance for young drivers (17-24) using black-box telematics — operates within Be Wiser's group ecosystem but addresses a specialized niche; relevant as a portfolio peer rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bewiser
• Facebookfacebook.com/BeWiserInsurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Be Wiser Insurance