What Peter James Insurance does

Peter James Insurance is a UK specialist insurance broker focused exclusively on classic, vintage, and veteran vehicles. Founded in 1975 and headquartered in Birmingham, the company operates as a trading name of Kingfisher Insurance Services Limited (FCA-authorised, No 310218) within the broader B3 Insurance group. Core products include Classic Car Insurance, Classic Motorcycle and Scooter Insurance, Multi-Vehicle policies covering classics alongside modern vehicles, Motor Trade Insurance for restorers and dealers, Business and Commercial Insurance, and Club Liability Insurance for enthusiast clubs. Differentiated features include free agreed value (competitors reportedly charge up to £25 for this), UK & EU breakdown cover and legal expenses as standard, limited mileage discounts, member-to-member driving cover, and length-of-membership discounts at partner clubs.

Distribution is hybrid: phone-based sales through specialist advisors (positioned explicitly as not a call centre), 24/7 self-service online quick-quote engines, and an extensive referral network of 20+ exclusive club partnerships spanning marques such as MG, Jaguar, Triumph, Morris Minor, Austin Healey, Morgan, and Vintage Motor Cycle Club. The company has recently extended the partnership model into media, launching VolksWorld Insurance in partnership with VolksWorld Magazine in May 2026 — the first such magazine-insurer co-branded scheme. Revenue is generated on a recurring annual premium basis across a fragmented base of individual enthusiasts, motor trade SMEs, and clubs. Leadership is headed by CEO Jacquie Boast, with Dave Youngs as Partnerships Director and TV presenter Paul Cowland serving as Brand Ambassador.

Name

Peter James Insurance

Legal name

Kingfisher Insurance Services Limited

Website

https://peterjamesinsurance.co.uk

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Peter James Insurance is a UK specialist broker offering classic, vintage, and veteran car and motorcycle insurance alongside motor trade and club liability cover, distributed via phone-based expert advisors, online quotes, and 20+ exclusive enthusiast club partnerships.

Ownership category

akta.pro rank

Product category

Specialty Insurance

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Classic / Collector Car Insurance (FSAJAAAG)

akta.pro secondary industries

Fleet & Commercial Auto Liability (FSAJABAA), Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), General Liability Insurance (FSAJAMAE)

Keywords

• Classic vehicle insurance
• Classic motorcycle insurance
• Motor trade insurance
• Club liability insurance
• Agreed value insurance

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Classic Vehicle Insurance Premiums: Primary revenue stream from insuring classic cars, motorcycles, and scooters. Policy types include standard comprehensive, agreed value, laid-up, multi-vehicle, limited mileage, and modified vehicle cover.
2. Club Liability Insurance: Provides employers liability, products liability, public liability, and professional indemnity to classic vehicle clubs. Offered through Kingfisher Insurance.
3. Motor Trade Insurance: Insurance for motor trade businesses including those who restore, repair, valet, deliver or buy and sell vehicles.
4. VolksWorld Insurance: Specialist insurance scheme launched for VolksWorld Magazine readers, first-of-its-kind media partnership. Exclusive rates and benefits for VW enthusiasts.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Peter James Insurance is a specialist insurance broker focused on classic, vintage, and veteran vehicle insurance in the UK. It underwrites and arranges agreed-value policies for classic cars, classic motorcycles, classic scooters, classic military vehicles, and vintage commercial vehicles, alongside multi-vehicle, motor trade, club liability, and home insurance products, sold direct and through 20+ classic vehicle club partnerships.

Product overview

Peter James Insurance is a specialist insurance broker offering a comprehensive portfolio of classic and specialist vehicle insurance products. The core offerings include Classic Car Insurance and Classic Motorcycle Insurance as the primary products, supplemented by Classics Multi-Vehicle Insurance for those with multiple vehicles. The company also provides Home Insurance, Motor Trade Insurance, Business Insurance, and Club Liability Insurance for classic vehicle clubs. Peter James operates through an extensive network of co-branded partnership insurance schemes with various vehicle clubs including MG Car Club, Morris Minor Owners Club, 2CVGB, Austin Healey Club, BMW Motorcycle Club, and the recently launched VolksWorld Insurance for Volkswagen enthusiasts. The company is part of the Kingfisher Insurance Services Limited group (FCA No 310218), headquartered in Birmingham, UK, and is known for offering features such as free agreed value, UK & EU breakdown cover, and multi-vehicle options as standard benefits across their policies.

Differentiator

Problem solved

Functional benefit

Brands

• VolksWorld Insurance: Specialist Volkswagen insurance scheme created exclusively for VolksWorld Magazine readers and community
• 2CVGB Insurance

Products and services

• Classic Car Insurance
• Classic Motorcycle Insurance
• Classics Multi-Vehicle Insurance
• Home Insurance
• Motor Trade Insurance
• Business Insurance
• Club Liability Insurance
• VolksWorld Insurance
• 2CVGB Insurance
• MG Car Club Insurance

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered core and minor.

• VolksWorld MagazinecoreStrategic or Co-development Partner · 1 May 2026First-of-its-kind partnership creating a dedicated insurance scheme exclusively for VolksWorld Magazine readers. VolksWorld Insurance is the first time a magazine partnered directly with an insurer to develop a bespoke branded insurance offering. Benefits include exclusive rates, UK & EU breakdown, free salvage retention, tools & spare parts cover up to £3,000, and self-repair options.
• Kingfisher Insurance Services LimitedcoreOthersParent company of Peter James Insurance. PJI is a trading name of Kingfisher Insurance Services Limited, registered in England No 01469545. Kingfisher is part of B3 Insurance group of specialist and commercial insurance companies.
• First Underwriting LimitedminorOthersCommon ultimate ownership with Peter James Insurance. For some products, PJI may recommend or offer products supplied by First Underwriting Limited. Both companies share common ownership.
• Vintage Motor Cycle Club (VMCC)coreStrategic or Co-development PartnerExclusive partnership providing VMCC Insurance to members. One of the largest club partnerships. VMCC is the world's largest club for pre-1931 motorcycles.
• Jaguar Enthusiasts ClubcoreStrategic or Co-development PartnerExclusive partnership providing JEC Insurance to members. One of the major national car clubs partnered with PJI.
• MG Car ClubcoreStrategic or Co-development PartnerExclusive partnership providing MG Car Club Insurance. Launched at NEC November 2024 with benefits including free agreed value, member-to-member cover, multi-vehicle options, and young enthusiast options.
• Triumph Sports Six ClubcoreStrategic or Co-development PartnerExclusive partnership providing TSSC Insurance to members.
• Morris Minor Owners ClubcoreStrategic or Co-development PartnerNew exclusive partnership providing bespoke insurance scheme designed specifically for Morris Minor Owners Club members.
• Austin Healey ClubcoreStrategic or Co-development PartnerExclusive partnership providing Austin Healey Club Insurance to members with exclusive rates and additional discounts based on membership length.
• Morgan Sports Car ClubcoreStrategic or Co-development PartnerExclusive club partnership providing Morgan Sports Car Club Insurance scheme to members.
• 2CVGB (Deux Chevaux Club of Great Britain)coreStrategic or Co-development PartnerExclusive partnership providing 2CVGB Insurance for classic Citroën A-Series vehicles including 2CV, Dyane, Ami, Méhari, and vans. Members receive additional discounts based on length of membership.
• Norton Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing Norton Owners Club Insurance scheme.
• AJS & Matchless Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing AJS & Matchless Owners Club Insurance scheme.
• BMW Motorcycle ClubcoreStrategic or Co-development PartnerExclusive partnership providing BMW Motorcycle Club Insurance scheme to members for vintage BMW motorcycles.
• British Two Stroke ClubcoreStrategic or Co-development PartnerExclusive partnership launched January providing British Two Stroke Club Insurance scheme. Club established in 1929.
• MX-5 Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing MX-5 Owners Club Insurance scheme.
• Midget & Sprite ClubcoreStrategic or Co-development PartnerExclusive partnership providing Midget & Sprite Club Insurance scheme.
• Mk1 Golf Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing Mk1 Golf Owners Club Insurance scheme.
• Mk2 Golf Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing Mk2 Golf Owners Club Insurance scheme.
• MG Octagon Car ClubcoreStrategic or Co-development PartnerExclusive partnership providing MG Octagon Car Club Insurance scheme.
• Ariel Owners Motorcycle ClubcoreStrategic or Co-development PartnerExclusive partnership providing Ariel Owners Motorcycle Club Insurance scheme.
• Panther Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing Panther Owners Club Insurance scheme.
• Vintage Sports Car ClubcoreStrategic or Co-development PartnerExclusive partnership providing Vintage Sports Car Club Insurance scheme with tailored benefits.
• Royal Enfield Owners ClubcoreStrategic or Co-development PartnerExclusive partnership providing Royal Enfield Owners Club Insurance scheme.
• Kettle ClubcoreStrategic or Co-development PartnerExclusive partnership providing Kettle Club Insurance scheme.
• Borrow a Classic (formerly Classic Car Loan Project)minorStrategic or Co-development PartnerPJI is a main sponsor of this initiative that loans classic cars to younger drivers (aged 19-45) for a year. PJI arranges insurance for participants. Project founded by Bob Wilkinson to encourage next generation of classic enthusiasts.
• British Motor MuseumminorStrategic or Co-development PartnerPartnership renewed for 2025 supporting three key shows: National Metro & Mini Show, BMC & Leyland Show, and Old Ford Rally.
• Federation of British Historic Vehicle Clubs (FBHVC)coreStrategic or Co-development PartnerPJI works closely with FBHVC. FBHVC member clubs receive special discounted rates on club liability insurance scheme. PJI supports FBHVC events including Drive it Day.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tradex Insurance: UK specialist broker focused on motor trade and commercial vehicle cover. Direct competitor for PJI's motor trade revenue stream delivered through Kingfisher.
• Adrian Flux: UK specialist broker offering tailored cover for classic, modified, and performance cars/bikes with multi-vehicle options. Comparable specialist-niche broker model.
• Footman James: UK specialist classic and enthusiast vehicle insurance broker offering agreed-value policies, club partnerships, and multi-vehicle cover. Closest direct competitor to PJI in product, customer, and distribution model.
• Lancaster Insurance: UK specialist broker focused on classic, vintage, and modified cars, bikes and motorhomes with club partnership schemes. Closely comparable product portfolio and target customer.
• Hagerty (UK): Global classic car specialist insurer with UK operations offering agreed-value classic vehicle cover, owners club schemes, and event-driven marketing. Direct competitor for the same enthusiast customer base.
• Carole Nash: UK specialist broker for classic and modern motorcycles, scooters, and cars with multi-vehicle and club schemes. Direct competitor particularly in the classic bike/scooter segment PJI leads in.
• Heritage Insurance: UK classic and vintage car specialist insurer/broker offering agreed-value and limited-mileage cover. Overlapping product set and target customer.
• Bikesure: UK specialist motorcycle insurance broker covering classic and modern bikes, scooters, and mopeds. Comparable in the classic bike/scooter insurance vertical.

Broad incumbents

• Direct Line Group: Major UK personal lines insurer whose brands (e.g. Direct Line, Churchill) offer classic/specialist car extensions and compete at the margin of PJI's consumer base.
• NFU Mutual: Large UK mutual insurer offering a specialist classic and vintage vehicle product alongside broad personal and commercial lines. Larger incumbent with overlapping classic vehicle offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PJInsure
• Facebookfacebook.com/peterjamesinsurance
• LinkedInlinkedin.com/company/peter-james-insurance
• Instagraminstagram.com/pjinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Peter James Insurance