Intelligent Insurance

What Intelligent Insurance does

Intelligent Insurance is a UK-licensed insurance intermediary trading as Intelligent Advisory Services Limited (FCA firm reference number 624474), operating from Ringwood, England. The company specialises in home insurance for non-standard properties and adverse customer circumstances, segments routinely declined or underserved by mainstream UK insurers. Its product surface spans buildings and contents cover plus optional add-ons (accidental damage, personal belongings, bicycle cover, family legal protection, and home emergency), delivered through more than 40 specialist sub-brands segmented by property type (e.g., listed buildings, timber-framed, barn conversions, subsidence, flood risk), property usage (second home, Airbnb, holiday home, unoccupied, probate, let property, B&B, shared house), and customer circumstance (refused elsewhere, criminal convictions, bankruptcy, bad credit, claims history, high-risk occupation). Underlying capacity is supplied by a panel of UK underwriters including Prestige Underwriting Services, Pen Underwriting, Arkel Underwriting, Lloyd's syndicates accessed via Nelson Policies at Lloyd's (Beazley and Sirius Point), and Intelligent Insurance's own-branded Complete Home and Custom Home products.

The business model is commission-based brokerage: policies are quoted, sold, and serviced via intelligentinsurance.co.uk, with online quote and self-serve policy management (myaccount.intelligentinsurance.co.uk), supplemented by phone (03333 111110), live chat, and price-comparison website distribution. Customer acquisition relies on organic SEO across 50+ help-centre articles targeting non-standard property queries, comparison-site listing, Trustpilot earned media, and a Refer-a-Friend program. Premiums are collected into an Insurer Trust Account and forwarded to underwriters, with the company retaining broker commission. Premium finance via Premium Credit enables monthly installments alongside annual payment.

The company is independently and privately held with no disclosed parent, investors, M&A activity, or funding rounds. Independent recognition includes a 5-Star Defaqto rating for Buildings & Contents cover and an 'Excellent' Trustpilot score. Operations remain UK-domestic with international customers explicitly out of scope. The firm is registered with the UK ICO (reference ZA042232) for data protection compliance.

Name

Intelligent Insurance

Legal name

Intelligent Advisory Services Limited

Website

https://intelligentinsurance.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Intelligent Insurance is a UK-licensed specialist home insurance broker arranging cover via a panel of UK underwriters for non-standard properties (listed buildings, timber-framed, unoccupied, flood-risk) and adverse-circumstance customers (refused, bankruptcy, bad credit, claims history).

Ownership category

akta.pro rank

Product category

Specialist Home Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Specialist home insurance
• Non-standard property insurance
• Listed building insurance
• Unoccupied home insurance
• Insurance broker services

Headquarters

HQ city

Ringwood

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Intelligent Insurance acts as an insurance intermediary arranging home insurance policies on behalf of customers. They earn commissions from insurance partners (underwriters) for policies placed. Premiums are collected and held in an Insurer Trust Account before being forwarded to the insurer.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Intelligent Insurance is a UK insurance broker that arranges specialist home insurance policies for non-standard properties (listed buildings, timber/steel framed houses, barn conversions, flats, unoccupied homes, second homes, holiday lets, probate properties) and for customers with adverse personal circumstances (refused cover, criminal convictions, bankruptcy, bad credit, claims history, high-risk occupations). The broker places business with a panel of UK insurers and earns commissions on policies sold via its website, price comparison sites, phone, and live chat.

Product overview

Intelligent Insurance is a specialist UK home insurance broker offering a comprehensive portfolio of insurance products through a panel of UK insurers. The core offering is Specialist Home Insurance Cover rated 5 Star by Defaqto, with buildings and contents insurance as primary products. The company specializes in non-standard properties (listed buildings, timber/steel framed houses, barn conversions, old houses, flats) and complex customer circumstances (convictions, bankruptcy, refused insurance, claims history). Optional add-ons include Accidental Damage Insurance, Personal Belongings Insurance, Bicycle Cover, Family Legal Protection (and Plus version), and Home Emergency Insurance. The company operates under multiple sub-brands including Intelligent Insurance Complete Home, Custom Home, and Nelson Policies at Lloyd's, with policies underwritten by partners including Arkel, Prestige Underwriting, Pen Underwriting, Complete Home, and Lloyd's syndicates (Beazley, Sirius Point). Basic home emergency and family legal protection are included as standard. The company is authorised and regulated by the FCA and is registered with the ICO.

Differentiator

Problem solved

Functional benefit

Products and services

• Specialist Home Insurance Cover Comprehensive home insurance for non-standard properties and complex customer circumstances, with buildings and contents cover, basic home emergency and family legal protection included as standard, and policies arranged through a panel of UK insurers.
• Buildings and Contents Insurance Combined buildings and contents home insurance arranged through the Intelligent Insurance panel of UK insurers.
• Buildings Insurance Standalone buildings insurance covering the structure of the home.
• Contents Insurance Standalone home contents insurance covering personal belongings within the property.
• Accidental Damage Insurance Optional add-on cover for accidental damage to buildings and/or contents.
• Personal Belongings Insurance Cover for personal items, including those away from the home.
• Bicycle Cover Specialist cover for bicycles as personal belongings.
• Family Legal Protection Legal expenses cover up to £25,000 for covered personal legal disputes, with a Plus version extending limits to £50,000 and adding wider dispute categories.
• Home Emergency Insurance Cover for home emergencies including plumbing, heating, and security issues, with claims handled by Arc Legal Assistance Ltd.
• Non-Standard Home Insurance Home insurance for properties with non-standard construction, including timber frame, steel frame, prefabricated, and barn conversions.
• Listed Building Insurance Specialist insurance for Grade I, II*, and II listed buildings requiring traditional materials and repair methods.
• Flat Insurance Home insurance specifically designed for flats and apartments.
• Barn Conversion Insurance Insurance for barn conversions and similar rural properties.
• Old House Insurance Insurance for older properties with traditional construction methods.
• Large House Insurance Specialist cover for large properties with higher rebuild costs.
• Timber Framed House Insurance Insurance for timber framed properties with specific construction considerations.
• Steel Framed House Insurance Insurance for steel framed properties.
• Prefabricated Home Insurance Insurance for prefabricated or system-built homes.
• Unoccupied Home Insurance Specialist insurance for properties left empty, covering up to 60 days as standard.
• Second Home Insurance Insurance for properties that are not the owner's primary residence.
• Airbnb Home Insurance Insurance for properties used for short-term lets via Airbnb and similar platforms.
• Holiday Home Insurance Specialist cover for holiday homes and second properties.
• Probate Home Insurance Insurance for properties going through probate, typically 3–9 months vacant.
• Let Property Insurance Insurance for landlords renting out properties to tenants.
• Home Business Insurance Insurance for homeowners running businesses from their residential property.
• Subsidence Home Insurance Insurance for properties with subsidence history or risk.
• Underpinned House Insurance Specialist insurance for properties that have been underpinned.
• House Renovation Insurance Insurance covering properties undergoing renovation or building work.
• Home Insurance Flood Cover Specialist flood cover for properties in flood risk areas.
• Home Insurance for Adverse Circumstances Home insurance for applicants with adverse personal circumstances, including refused cover, criminal convictions, bankruptcy, bad credit, claims history, and high-risk occupations.
• Bed and Breakfast Insurance Insurance for bed and breakfast establishments.
• Shared House Contents Insurance Insurance for shared houses with multiple occupants.
• Intelligent Insurance Complete Home Own-brand insurance product underwritten by panel insurers. Policies incepting from 01/12/2025 are handled through GHG Solutions.
• Custom Home by Intelligent Insurance Specialist insurance product underwritten by Intelligent Insurance for specific non-standard property needs, with claims handled through Arkel Underwriting.
• Nelson Policies at Lloyd's Specialist insurance products underwritten at Lloyd's of London through Beazley and Sirius Point insurers, including Non-Standard Household and Residential Property Owners policies.

Quantifiable outcome

• Rated 5 Stars by Defaqto for Buildings & Contents insurance
• +1 more outcomes

Named customers12 records

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Prestige Underwriting ServicescoreChannel Partner/ Reseller/ DistributorPanel member insurer providing specialist home insurance products. Handles claims directly for Intelligent Insurance customers.
• Pen UnderwritingcoreChannel Partner/ Reseller/ DistributorPanel member insurer specializing in non-standard home insurance. Provides underwriting for hard-to-place properties.
• Arkel UnderwritingcoreChannel Partner/ Reseller/ DistributorPanel member insurer providing specialist home insurance solutions. Handles claims for Intelligent Insurance policyholders.
• Nelson Policies at Lloyd's (Beazley)coreChannel Partner/ Reseller/ DistributorLloyd's of London syndicate providing Non-Standard Household and Residential Property Owners insurance products through Nelson Policies at Lloyd's brand.
• Nelson Policies at Lloyd's (Sirius Point)coreChannel Partner/ Reseller/ DistributorSirius Point underwriting through Lloyd's providing Non-Standard Household and Residential Property Owners insurance products.
• Complete HomeminorChannel Partner/ Reseller/ DistributorOwn-brand insurance product underwritten by panel insurers. Policies incepting from 01/12/2025 handled through GHG Solutions.
• Custom Home by Intelligent InsuranceminorChannel Partner/ Reseller/ DistributorOwn-brand insurance product handled through Arkel Underwriting claims team.
• Arc Legal Assistance LtdminorChannel Partner/ Reseller/ DistributorProvides Home Emergency Cover claims handling and support for Intelligent Insurance policyholders.
• Premium CreditminorChannel Partner/ Reseller/ DistributorPremium finance provider enabling customers to pay for insurance policies in monthly installments.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Lloyd's of London (syndicate market): The Lloyd's specialist insurance market through which Intelligent Insurance sources capacity via Nelson Policies (Beazley, Sirius Point). Not a direct competitor but a structural peer/comparable for the specialist risk placement ecosystem Intelligent Insurance operates within.

Direct peers

• Adrian Flux: UK's largest specialist insurance broker, founded in Norfolk, focused on non-standard and unusual risks including homes, cars, and personal circumstances. Directly comparable to Intelligent Insurance in targeting customers that mainstream insurers decline and operating a multi-product specialist brokerage model.
• Homeprotect: UK specialist home insurance provider focused on non-standard properties including listed buildings, thatched roofs, and properties with claims history. Directly comparable to Intelligent Insurance's listed building, subsidence, and non-standard construction focus.
• Quote Me Happy: UK online home insurance broker operating through direct and PCW channels, targeting value-conscious consumers. Adjacent broker model with overlapping home insurance product set; less specialist focus than Intelligent Insurance but a relevant operational comparable.
• Policy Expert: UK online insurance broker providing home and other personal lines with direct-to-consumer distribution. Comparable as a digital-first UK broker in home insurance, though positioned more for standard risks than specialist.

Broad incumbents

• Hiscox UK: Established UK insurer and broker underwriting specialist and high-value home insurance. Comparable as a specialist UK home insurance provider with broader portfolio reach; Intelligent Insurance serves a narrower non-standard niche within Hiscox's broader specialist territory.
• Swinton Insurance: UK high-street insurance broker providing home, motor, and commercial insurance through local branches. Comparable as a UK retail insurance intermediary serving consumers, but focused on broader/standard risks rather than non-standard specialists.
• NFU Mutual: Large UK mutual insurer providing home, rural, and high-value property insurance with strong expertise in listed and heritage buildings. Comparable as a UK provider with appetite for non-standard and rural properties; much broader product portfolio than Intelligent Insurance.

Emerging players

• Elderberry Insurance: UK specialist insurance broker focusing on non-standard homes and personal circumstances for customers who may struggle to obtain cover elsewhere. Closer niche overlap with Intelligent Insurance but on a smaller and less established scale.
• Alan & Thomas: UK specialist insurance broker with strong heritage in unusual and high-value homes, listed buildings, and complex personal circumstances. Closely comparable specialist niche; smaller scale than Intelligent Insurance but historically relevant peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/intinsuranceuk
• Facebookfacebook.com/intelligentinsuranceUK
• LinkedInlinkedin.com/company/intelligent-insurance

Compliance2 records

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 Intelligent Insurance