Sheilas' Wheels
Sheilas' Wheels is a UK direct-to-consumer insurance brand offering car, home, and travel insurance to individual consumers, operating as a trading brand of esure Group (acquired by Ageas UK in September 2025) with sales via website, price comparison sites, and UK call centres.
- Company typePrivate
- Founded2000
- HeadquartersGlasgow, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Sheilas' Wheels does
Sheilas' Wheels is a UK direct-to-consumer insurance brand offering car insurance, home insurance, and travel insurance products primarily targeted at individual consumers, with a distinctive brand identity historically associated with female drivers. The company is a trading brand of esure Services Limited, part of the esure Group which was acquired by Ageas (UK) Limited on 29 September 2025 and now operates within the Ageas UK Group. The business operates from offices in Reigate (esure Group headquarters), Manchester, and Glasgow, supported by UK and South Africa outsourced arrangements, selling products through its own website, price comparison websites, and UK-based call centres.
The core product portfolio comprises comprehensive car insurance (with two cover options and a 15% multicar discount), home insurance (buildings and contents with optional extras), and travel insurance (single trip and annual multi-trip), supported by a suite of add-on modules including RAC breakdown assistance, motor legal protection (via Arc Legal/AmTrust), personal injury cover, excess protection, key cover, misfuelling insurance, car hire benefit, home emergency, and pest cover (via Inter Partner Assistance). Technology infrastructure includes an insurance platform with AI-assisted live chat conversation capture and summarisation, automated underwriting and pricing algorithms, and fraud detection systems integrated with CIFAS and Synectics. Group-level headcount stands at approximately 1,110 UK employees as of end-2025.
Revenue is generated through recurring annual insurance premiums with optional add-on subscriptions and ancillary administration fees. Distribution is primarily direct-to-consumer through the company website, price comparison websites as a key referral channel, and UK call centre operations. Customers are individual UK consumers; no enterprise or B2B segment exists. Backed by Ageas UK Group, the brand leverages group-level scale in underwriting, regulatory compliance, and anti-fraud partnerships with the Motor Insurers' Bureau and the Insurance Fraud Bureau.
Sheilas' Wheels firmographics
Firmographics- Name
- Sheilas' Wheels
- Legal name
- esure Insurance Limited
- Website
- https://sheilaswheels.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sheilas' Wheels is a UK direct-to-consumer insurance brand offering car, home, and travel insurance to individual consumers, operating as a trading brand of esure Group (acquired by Ageas UK in September 2025) with sales via website, price comparison sites, and UK call centres.
- Ownership category
- akta.pro rank
Sheilas' Wheels industry classification
Industry- Product category
- Personal Lines Insurance (UK direct insurer)
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Insurance Carriers and Related Activities (524)
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)
- akta.pro secondary industries
- Travel & Accident (Non-Life) Insurance (FSAJAMAN), Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)
Keywords
Where Sheilas' Wheels is headquartered
LocationHeadquarters
- HQ city
- Glasgow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Sheilas' Wheels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Car Insurance Premiums: Comprehensive car insurance products with two cover options. Revenue generated from insurance premiums paid by policyholders, including optional extras such as breakdown assistance, motor legal protection, personal injury cover, key cover, misfuelling insurance, excess protection, and car hire benefit.
- Home Insurance Premiums: Home insurance covering buildings and contents. Revenue from policy premiums with optional extras including home emergency cover, pest cover, and family legal protection.
- Travel Insurance: Travel insurance products provided in partnership with Hood Travel Limited, including single trip and annual policies with coverage for medical expenses, cancellation, personal possessions, and adventure sports.
- Optional Add-ons and Administration Fees: Additional revenue from optional extras added to car and home insurance policies, plus administration fees for policy changes and adjustments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Car Insurance - Two comprehensive cover options available |
| Subscription | Annual | Home Insurance - Coverage from cosy cottages to family homes |
| Subscription | Annual | Travel Insurance - Single trip and annual policies |
| Subscription | Annual | Optional Add-ons - Breakdown, Legal Protection, Home Emergency, Pest Cover |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Sheilas' Wheels product offering
Product offeringCore offering
Sheilas' Wheels is a UK direct insurance brand that underwrites and distributes car insurance (comprehensive and standard cover) and home insurance (buildings and contents), and distributes travel insurance (single trip and annual multi-trip). Policies are sold direct online, through price comparison websites, and via UK-based call centres, with optional add-on covers such as RAC breakdown assistance, motor legal protection, personal injury, key cover, misfuelling cover, excess protection, car hire benefit, home emergency, pest cover, and family legal protection.
Product overview
Sheilas' Wheels is a UK-based direct insurance brand operating under the esure Group, offering car insurance, home insurance, and travel insurance products primarily through digital and telephone channels. The core product portfolio consists of Car Insurance with comprehensive and standard cover options, alongside a suite of add-on modules including breakdown assistance (via RAC), motor legal protection (via Arc Legal/AmTrust), personal injury cover, key cover, excess protection, and misfuelling insurance. Home Insurance encompasses buildings and contents coverage with optional extras such as home emergency cover, pest cover (via Inter Partner Assistance), and family legal protection. Travel Insurance is offered as single trip or annual multi-trip policies underwritten by ERGO/Liberty Mutual and administered by Hood Travel. The brand also offers a 15% Multicar Discount for customers insuring multiple vehicles.
Differentiator
Problem solved
Functional benefit
Brands
- Sheilas' Wheels Motor: Car insurance products under the Sheilas' Wheels brand
- Sheilas' Wheels Home
- Sheilas' Wheels Essentials
- Sheilas' Wheels Multicar
Products and services
- Car Insurance Comprehensive and standard motor insurance offered direct to UK consumers in two cover options, with optional add-on covers (breakdown, motor legal protection, personal injury, key, misfuelling, excess protection, car hire benefit) and a 15% Multicar discount for additional vehicles insured online.
- Home Insurance Buildings and contents home insurance for UK customers, covering properties from cottages to family homes, with optional extras for home emergency, pest cover, and family legal protection.
- Travel Insurance Single trip and annual multi-trip travel insurance policies distributed by Sheilas' Wheels and administered by Hood Travel Limited, with coverage for medical expenses, cancellation, personal possessions, and adventure sports; family policies can cover up to six children.
Quantifiable outcome
- 99.9% of employees completed Modern Slavery training in 2025
- +1 more outcomes
Companies that use Sheilas' Wheels
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
Sheilas' Wheels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Sheilas' Wheels partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, core and minor.
- Ageas (UK) LimitedflagshipOn 29 September 2025, the esure Group of companies (parent of Sheilas' Wheels) was acquired by Ageas (UK) Limited. From 2026, esure's Modern Slavery reporting will be incorporated with that of Ageas as part of ongoing integration activities. Ageas UK Group comprises Ageas (UK) Limited, Ageas Insurance Limited, and Ageas Retail Limited.
- esure Group plcflagshipesure Group plc is the holding company for esure Services Limited and esure Insurance Limited. The Group provides motor and home insurance products through esure, Sheilas' Wheels and First Alternative brands. Sheilas' Wheels operates as a trading brand of esure Services Limited.
- Motor Insurers' Bureau (MIB)corePartnership with Motor Insurers' Bureau for checking driving licence data against DVLA database, verifying no-claims bonus and claims history, preventing and investigating fraud, maintaining databases of insured vehicles (Motor Insurance Database), vehicles stolen or not permitted on roads (MIAFTR), claims databases (CUE), and managing claims relating to untraced and uninsured drivers.
- Insurance Fraud BureaucoreSheilas' Wheels supports cross-industry anti-fraud initiatives as a member of the Insurance Fraud Bureau. Works closely with City of London Police Insurance Fraud Enforcement Department to detect, investigate and prevent insurance fraud.
- CIFAScoreCIFAS is used to aid fraud investigations by matching data shared by other CIFAS users, helping detect and prevent fraudulent insurance applications and claims.
- Insurance United Against DementiaminorCharity partnership between the insurance industry and Alzheimer's Society. Each year, esure Group sponsors a team of runners to take part in organised runs in each location (Reigate, Manchester, Glasgow) to raise money for this cause.
- Safe Drive Stay AliveminorRoad safety initiative operating in Thames Valley and Hampshire that educates teenagers about road safety through theatre productions featuring real-life emergency service members and family members of those affected by road accidents. Sheilas' Wheels is a founding partner of this initiative.
- Hood Travel LimitedcorePartner for travel insurance products. Hood Travel Limited provides and administers travel insurance underwritten by ERGO Travel Insurance Services Limited and Liberty Mutual Insurance Europe SE. Privacy notices for travel insurance are managed by Hood Group.
- RAC Motoring Services and RAC Insurance LimitedcoreBreakdown assistance cover provided by RAC Motoring Services (breakdown and recovery) and RAC Insurance Limited (breakdown insurance). RAC is one of the UK's leading breakdown assistance providers.
- Autoglass LimitedminorService provider for management of windscreen repair claims, ensuring quality repair services for motor insurance customers.
- ExperiancoreCredit reference agency used for all insurance products. Conducts credit checks for underwriting, fraud prevention, and for customers paying by instalment. Also provides data on likelihood of storms and floods in customers' areas for home insurance underwriting.
- Arc Legal Assistance LimitedminorInsurance administrators for Family Legal Protection add-on coverage, handling legal advice services and legal expenses claims.
- InterPartner Assistance SA (UK Branch)minorInsurance underwriters for Home Emergency and Pest Cover add-ons, providing 24-hour emergency assistance services for home insurance customers.
- ERGO Travel Insurance Services LimitedcoreInsurance underwriters for Travel Cover products, providing comprehensive travel insurance coverage.
- Liberty Mutual Insurance Europe SEminorInsurance underwriters for the Financial Failure section of travel insurance policies.
- AmTrust Specialty LimitedminorInsurance underwriters in relation to Family Legal Protection add-on coverage.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Sheilas' Wheels competitors and assessment
Company assessmentDirect peers
- Direct Line Group: UK's largest direct personal lines insurer with flagship brands Direct Line and Churchill offering car, home, and travel insurance. Competes head-to-head with Sheilas' Wheels on motor and home, with overlapping AI-driven claims automation and PCW distribution.
- Saga Insurance: UK personal lines insurer built around a defined demographic niche (over-50s) very similar to Sheilas' Wheels' gender-niche targeting strategy. Comparable segment-led marketing and multi-product (car, home, travel) positioning.
- LV= (Liverpool Victoria): Major UK mutual insurer offering car, home, and travel insurance to individuals. Comparable in product breadth and UK-only retail focus, though distribution mixes mutuality with direct channels.
- Churchill Insurance: Direct Line subsidiary offering UK car and home insurance with strong PCW presence and direct sales. Closely matches Sheilas' Wheels' product mix (motor + home + travel) and demographic positioning for UK individual consumers.
- Admiral Group: Leading UK direct personal lines insurer operating multi-brand car and home insurance (Admiral, Bell, Diamond, Elephant, Veygo) primarily through price comparison websites. Closely comparable to Sheilas' Wheels on D2C distribution model, PCW reliance, and multi-brand positioning in the UK motor and home market.
- Hastings Direct: UK direct-to-consumer car insurance challenger competing aggressively through price comparison websites. Similar D2C, PCW-heavy, AI-enabled operating model to Sheilas' Wheels.
Broad incumbents
- Aviva: One of the UK's largest insurers offering motor, home, travel, and life products across both direct and intermediated channels. Overlaps with Sheilas' Wheels in personal lines but operates at broader scale and across more product categories.
- Ageas UK: Parent company of esure Group (hence Sheilas' Wheels) and a broader UK/European composite insurer. Operates personal lines alongside commercial, health, and life lines with materially larger scale than Sheilas' Wheels standalone.
Regional players
- NFU Mutual: UK mutual insurer serving rural and regional customers primarily through a regional agency network. Overlaps with Sheilas' Wheels in motor and home, but operates a fundamentally different intermediated, region-focused distribution model.
Others
- RAC Insurance: UK breakdown-led motor insurance brand (partnered with Sheilas' Wheels for RAC-branded breakdown cover). Comparable motor insurance offering though typically distributed as an add-on to RAC memberships rather than as a standalone D2C product.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Sheilas' Wheels social profiles
Digital presenceSheilas' Wheels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sheilas' Wheels leadership team
Management profileNumber of profiles
Profiles2 records
Sheilas' Wheels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sheilas' Wheels 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 Sheilas' Wheels
What does Sheilas' Wheels do?
Sheilas' Wheels is a UK direct insurance brand that underwrites and distributes car insurance (comprehensive and standard cover) and home insurance (buildings and contents), and distributes travel insurance (single trip and annual multi-trip). Policies are sold direct online, through price comparison websites, and via UK-based call centres, with optional add-on covers such as RAC breakdown assistance, motor legal protection, personal injury, key cover, misfuelling cover, excess protection, car hire benefit, home emergency, pest cover, and family legal protection.
Is Sheilas' Wheels a public or private company?
Sheilas' Wheels is a private company. It is classified as corporate owned and is currently operating.
When was Sheilas' Wheels founded?
Sheilas' Wheels was founded in 2000. It employs 51 to 100 people.
Where is Sheilas' Wheels based?
Sheilas' Wheels is headquartered in Glasgow, United Kingdom, in the Europe region.
How does Sheilas' Wheels make money?
Four revenue lines are on record. Car Insurance Premiums are the primary driver. The others are home Insurance Premiums, travel Insurance and optional Add-ons and Administration Fees.
Who are Sheilas' Wheels's main competitors?
Direct peers on record are Direct Line Group, Saga Insurance, LV= (Liverpool Victoria), Churchill Insurance, Admiral Group and Hastings Direct. Broad incumbents are Aviva and Ageas UK. NFU Mutual is listed as a regional player. RAC Insurance is listed as an others.
Does Sheilas' Wheels have an API?
No public API is recorded for Sheilas' Wheels.
What industry is Sheilas' Wheels in?
Sheilas' Wheels's product category is Personal Lines Insurance (UK direct insurer). Its primary akta.pro industry code is FSAJAAAA, Standard Personal Auto Insurance (Liability, Collision & Comprehensive), with a secondary code of FSAJAMAN, Travel & Accident (Non-Life) Insurance. Its NAICS code is 524126 and its SIC code is 6331.