Goodtogoinsurance
Goodtogoinsurance is a UK FCA-regulated specialist travel insurance intermediary serving travellers with pre-existing medical conditions and older travellers (no upper age limit), offering single-trip, annual, cruise, ski, and FCDO-advised cover via a self-serve online quoting platform and phone sales.
- Company typePrivate
- Founded2010
- HeadquartersHarlow, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Goodtogoinsurance does
Goodtogoinsurance is a UK specialist travel insurance intermediary that operates as a trading name of Ancile Insurance Group Ltd, authorised and regulated by the Financial Conduct Authority (FRN 471641) and protected under the FSCS. Founded in 2010 and headquartered at 114a Cromwell Road, London, the company targets a structurally underserved segment of the travel insurance market: travellers with pre-existing medical conditions (including cancer, heart conditions, COPD, diabetes, mental health conditions, epilepsy, and terminal prognosis) and older travellers, with no upper age limit on policies. Since inception it has insured over 1.169 million travellers who would typically be refused, loaded, or excluded by standard insurers.
The product portfolio is anchored on Single Trip (up to 94 days) and Annual Multi-Trip (unlimited trips, 31 days each) cover, available in Silver, Gold, and Platinum tiers with up to £10 million of emergency medical expenses, cancellation up to £15,000, and varying excess levels. Specialised extensions include Cruise (cabin confinement, missed port departure, itinerary change, unused excursions, cruise interruption), Ski, One-Way (emigration/long-stay), Already-Left-the-UK, Non-UK Resident (via Voyager Insurance Services and battleface), and FCDO-advised-travel cover (via High Risk Voyager and battleface). The underwriting layer is supported by a proprietary online medical screening questionnaire that allows customers to declare conditions without a doctor's certificate, enabling instant quote generation and policy issuance through a self-serve web platform and phone-based sales.
The business model is asset-light intermediation: customers buy directly through goodtogoinsurance.com and a UK call centre, with ancillary revenue from referral partnerships (Holiday Extras, Excessbuddy.com) and capacity from underwriter/partner relationships (Voyager Insurance Services, battleface, High Risk Voyager). Distribution is amplified by the UK Government-backed Money Helper directory listing and recent brand investment including TV advertising and a 2026 brand refresh. Brand credibility is supported by a Trustpilot 'Excellent' rating (4.5/5), Defaqto 5-star ratings on Platinum and Premium Cruise products, Cyber Essentials Plus certification, BIBA membership, FCDO Travel Aware partnership, and the National Insurance Awards 2024 win in the Travel Insurance category. The parent group also operates sister brand Total Travel Protection, which uses alternative medical screening technology to provide a second-quote route for medically complex customers.
Goodtogoinsurance firmographics
Firmographics- Name
- Goodtogoinsurance
- Legal name
- Ancile Insurance Group Ltd
- Website
- https://goodtogoinsurance.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodtogoinsurance is a UK FCA-regulated specialist travel insurance intermediary serving travellers with pre-existing medical conditions and older travellers (no upper age limit), offering single-trip, annual, cruise, ski, and FCDO-advised cover via a self-serve online quoting platform and phone sales.
- Ownership category
- akta.pro rank
Goodtogoinsurance industry classification
Industry- Product category
- Travel Insurance
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Medical Travel Insurance (Emergency Medical, Evacuation & Repatriation) (FSAJAJAB)
- akta.pro secondary industries
- Travel & Accident (Non-Life) Insurance (FSAJAMAN), Travel Medical Insurance (Individual) (FSAIAEAI), Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK)
Keywords
Where Goodtogoinsurance is headquartered
LocationHeadquarters
- HQ city
- Harlow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Goodtogoinsurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Travel Insurance Premiums: Core revenue from selling travel insurance policies as single-trip or annual multi-trip policies. Pricing calculated based on destination, trip duration, age, and medical history. Premiums collected at point of sale with policy coverage commencing on selected start date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Silver - Basic coverage with medical and mobility focus |
| Subscription | Pay-as-you-go | Gold - Best-selling standard coverage |
| Subscription | Pay-as-you-go | Platinum - Premium coverage with no excess |
| Subscription | Annual | Annual Multi-Trip Policy |
| Subscription | Pay-as-you-go | Single Trip Policy |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels7 records
Goodtogoinsurance product offering
Product offeringCore offering
Goodtogoinsurance is a specialist UK travel insurance provider selling single-trip and annual multi-trip policies, plus cruise, ski, one-way, already-travelled, non-UK resident, and FCDO-advice variants, focused on travellers with pre-existing medical conditions and older travellers with no upper age limits. Customers obtain instant online quotes via an in-house medical screening questionnaire without requiring a doctor's certificate, with cover available across Silver, Gold, and Platinum tiers. Emergency medical expenses up to £10 million per person are provided alongside 24/7 English-speaking assistance worldwide.
Product overview
Goodtogoinsurance is a specialist travel insurance provider offering a portfolio of travel insurance products designed for travellers with pre-existing medical conditions and older travellers with no upper age limits. The core product lineup includes Single Trip Travel Insurance (covering trips up to 94 days) and Annual Multi-Trip Travel Insurance (covering unlimited trips up to 31 days each). Specialized variants include Cruise Travel Insurance (with maritime-specific benefits like Cabin Confinement and Missed Port Departure), Ski Insurance (with winter sports equipment and piste closure cover), and One-Way Travel Insurance (for emigrants or long-stay travellers). Additional offerings include cover for those who have already left the UK, non-UK residents (via partner providers Voyager and battleface), and travel to FCDO-advised destinations (via High Risk Voyager and battleface). All policies offer three coverage tiers (Silver/Gold/Platinum for standard; Silver/Gold/Platinum Cruise for cruise) with varying limits for medical expenses up to £10 million, cancellation cover, personal possessions, and excess amounts. The company also offers supplementary products through partners including airport parking (via Holiday Extras), car hire excess insurance (via Excessbuddy), and European breakdown cover (via Voyager).
Differentiator
Problem solved
Functional benefit
Products and services
- Single Trip Travel Insurance Travel insurance tailored to cover a specific holiday or trip, with a maximum duration of 94 days. Available with no upper age limit and can cover all types of pre-existing medical conditions.
- Annual Multi-Trip Travel Insurance Yearly travel insurance providing cover for unlimited number of holidays in one year, with each trip up to 31 days. Includes European and Worldwide cover options with no age limits and cover for pre-existing medical conditions.
- Cruise Travel Insurance Specialist cruise insurance with added cover specifically for cruise holidays, including Cabin Confinement, Missed Port Departure, Itinerary Change, Unused Excursions, and Cruise Interruption. Available as single trip and annual policies with no age limits.
- Ski Insurance Travel insurance for ski and snowboarding holidays covering ski equipment up to £500, ski hire up to £250, and piste closure up to £500. Available as single trip up to age 75 or annual with ski cover up to age 75 (max 24 days skiing per year).
- One-Way Travel Insurance Travel insurance designed for those emigrating or staying abroad for extended periods. Provides cover for outbound journey and first part of stay abroad, from 1 day to 31 days, for those starting cover on the day they depart the UK.
- Already Left the UK Travel Insurance Travel insurance for UK residents who have already left the UK, available to those who left no more than 14 days ago and are returning to the UK within 31 days from purchase date.
- Travel Insurance for Non-UK Residents Travel insurance products arranged through Voyager Insurance Services Ltd for EU/EEA residents and battleface for worldwide residents, covering people not resident in the UK.
- Travel Insurance Against FCDO Advice Travel insurance for destinations under Foreign, Commonwealth & Development Office advisories, provided through partners including High Risk Voyager (for ages up to 69 with some medical conditions) and battleface (for ages 65 and under without medical condition cover).
Quantifiable outcome
- Over 1,169,964 travellers insured since 2010
- +2 more outcomes
Companies that use Goodtogoinsurance
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Goodtogoinsurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Goodtogoinsurance partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Holiday ExtrasminorReferral partnership providing airport parking and hotel comparison services. Goodtogo website links to Holiday Extras where customers can save up to 50% on airport parking. Revenue generated through referrals.
- Excessbuddy.comminorReferral partnership for car hire excess insurance comparison. Customers seeking car hire coverage directed to Excessbuddy.com for quotes from trusted brands.
- Voyager Insurance Services LtdminorArranges and administers travel insurance for EU/EEA residents (non-UK residents) through Goodtogo branding. Also provides European breakdown cover and FCDO travel advice coverage. FCA authorized (Firm Reference Number: 305814).
- battlefaceminorProvides travel insurance for non-EU/non-EEA worldwide residents under Goodtogo referral. Also provides FCDO travel coverage for travellers up to age 65 without medical condition coverage. FCA authorized.
- High Risk VoyagerminorSpecialized coverage for destinations where FCDO advises against travel. Available to travellers aged up to 69, covering some existing medical conditions. Leisure trips up to 31 days, Covid-19 emergency medical expenses included. Voyager Insurance Services Ltd arranges and administers.
- Total Travel ProtectionminorSister company also providing travel insurance. Uses different medical screening technology, offering customers an alternative pricing option. Listed as recommended alternative on Goodtogo website.
- Money HelpercoreUK Government-backed financial guidance service. Goodtogo is recognized as specialist provider and featured in Money Helper travel insurance directory, making it easier for people with serious medical conditions to find suitable coverage. Directory contact: 0800 138 7777.
- Global ResponsecoreEmergency medical assistance partner referenced in customer testimonials for helping with repatriation services. English-speaking support available 24/7 worldwide.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Goodtogoinsurance competitors and assessment
Company assessmentBroad incumbents
- Aviva Travel Insurance: Large UK generalist insurer with a travel product; represents the broad-incumbent competitive threat if it re-enters the medical-condition segment at scale with cross-subsidised pricing.
- Direct Line Travel Insurance: Major UK direct insurer with a broad travel product; benchmark competitor for mainstream over-50s travellers who may also shop specialist cover like Goodtogo's.
Direct peers
- Free Spirit Travel Insurance: UK specialist travel insurer covering older travellers and pre-existing medical conditions, including many of the same high-severity conditions (cancer, heart, respiratory) that Goodtogo underwrites.
- Insurancewith: UK travel insurance specialist specifically designed for people with medical conditions including cancer. Direct competitor in the medical-condition screening and pricing sub-niche.
- Staysure: UK specialist in travel insurance for the over-50s, directly overlapping Goodtogo's older-traveller segment. Operates a comparable direct-to-consumer online quoting model with specialist underwriting.
- Saga Travel Insurance: UK insurance brand built around the over-50s demographic; its travel insurance product competes directly for the same high-age, high-medical-need customers that Goodtogo targets.
- AllClear Travel Insurance: UK-based specialist travel insurance provider focused on travellers with pre-existing medical conditions. Closest direct competitor to Goodtogo — same medical-condition niche, same UK consumer GTM, similar broker-style distribution model.
- Avanti Travel Insurance: UK specialist provider focused on older and medically complex travellers. Competes head-to-head in the over-65 medical-condition segment Goodtogo owns.
- Coverwise Travel Insurance: UK travel insurer with dedicated medical-condition screening; competes for the same medically complex customer profile with online quote-and-bind flow similar to Goodtogo's.
Emerging players
- battleface: Specialty travel insurer that is both a Goodtogo distribution partner (for non-UK residents and FCDO destinations) and an emerging competitor in customisable, niche travel insurance products.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Goodtogoinsurance social profiles
Digital presenceGoodtogoinsurance compliance and trust
Trust signalCompliance5 records
Goodtogoinsurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodtogoinsurance leadership team
Management profileNumber of profiles
Profiles5 records
Goodtogoinsurance subsidiaries and ownership
Company hierarchySubsidiaries1 record
Goodtogoinsurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodtogoinsurance 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 Goodtogoinsurance
What does Goodtogoinsurance do?
Goodtogoinsurance is a specialist UK travel insurance provider selling single-trip and annual multi-trip policies, plus cruise, ski, one-way, already-travelled, non-UK resident, and FCDO-advice variants, focused on travellers with pre-existing medical conditions and older travellers with no upper age limits. Customers obtain instant online quotes via an in-house medical screening questionnaire without requiring a doctor's certificate, with cover available across Silver, Gold, and Platinum tiers. Emergency medical expenses up to £10 million per person are provided alongside 24/7 English-speaking assistance worldwide.
Is Goodtogoinsurance a public or private company?
Goodtogoinsurance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Goodtogoinsurance founded?
Goodtogoinsurance was founded in 2010. It employs 1 to 10 people.
Where is Goodtogoinsurance based?
Goodtogoinsurance is headquartered in Harlow, United Kingdom, in the Europe region.
How does Goodtogoinsurance make money?
One revenue line is on record: travel Insurance Premiums.
Who are Goodtogoinsurance's main competitors?
Broad incumbents on record are Aviva Travel Insurance and Direct Line Travel Insurance. Direct peers are Free Spirit Travel Insurance, Insurancewith, Staysure, Saga Travel Insurance, AllClear Travel Insurance, Avanti Travel Insurance and Coverwise Travel Insurance. battleface is listed as an emerging player.
Does Goodtogoinsurance have an API?
No public API is recorded for Goodtogoinsurance.
What industry is Goodtogoinsurance in?
Goodtogoinsurance's product category is Travel Insurance. Its primary akta.pro industry code is FSAJAJAB, Medical Travel Insurance (Emergency Medical, Evacuation & Repatriation), with a secondary code of FSAJAMAN, Travel & Accident (Non-Life) Insurance. Its NAICS code is 524210 and its SIC code is 6411.