Insure My

What Insure My does

InsureMy is a UK-based specialist insurance broker and comparison platform, operating as a trading name of CETA Insurance Limited (registered in England and Wales, company no. 02827690). The company is authorised and regulated by the Financial Conduct Authority (firm reference 307824) and headquartered in Chipping Norton, Oxfordshire. It has provided specialist insurance for over 25 years, serving approximately 230,000 UK customers annually with a reported 5-year average customer retention.

The platform distributes insurance across nine core product verticals: household (home, landlord, holiday home, second home, listed building, non-standard, renovation, flood risk), touring and static caravan, motorhome and campervan, boat (covering 13 watercraft sub-types), hut (beach hut, chalet, shepherd's hut), classic car, wedding, and public liability insurance. The technology stack is a web-based comparison and quote generation platform (quote.insuremy.co.uk) that aggregates multiple insurer panels and produces quotes in under two minutes, supplemented by a self-service customer portal (secure.ceta.co.uk) and a UK-based phone support team.

The business model is a commission-based insurance brokerage, earning referral commissions from panel insurers for policies placed. Pricing is annual subscription for recurring asset classes (home, landlord, caravan) and one-off payments for event-based products (wedding). A price-match guarantee (refund difference plus 10%) and aggressive SEO/content marketing through a blog and guides library drive customer acquisition. The company does not carry external VC/PE ownership and operates as a private limited company under the CETA Insurance group structure.

Name

Insure My

Legal name

CETA Insurance Limited

Website

https://insuremy.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Short description

InsureMy is a UK-based specialist insurance broker and comparison platform (a trading name of FCA-regulated CETA Insurance Ltd) that distributes home, landlord, caravan, motorhome, boat, hut, wedding, and classic car insurance for approximately 230,000 UK consumers annually.

Ownership category

akta.pro rank

Product category

Specialist Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Specialist insurance brokerage
• Home insurance
• Landlord insurance
• Caravan insurance
• Boat insurance

Headquarters

HQ city

Chipping Norton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: InsureMy acts as an insurance broker, earning commissions from panel insurers for policies placed. They provide access to an extensive panel of insurers and match prices to ensure customers get the best deal.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

InsureMy is a UK specialist insurance broker and comparison platform that sources and places niche insurance policies on behalf of consumers through an online quote engine backed by a panel of insurers. It focuses on non-standard and specialist personal lines including home, landlord, caravan, motorhome, boat, hut, classic car, wedding and public liability insurance, with customers able to obtain quotes in under two minutes and purchase cover online or via a UK-based support team.

Product overview

InsureMy is a specialist insurance comparison and brokerage platform operated by CETA Insurance Ltd. The company offers access to an extensive panel of insurers through a unified quote system. Their product portfolio centers on specialist insurance categories rather than standard personal lines: Household/Home Insurance (including standard, landlord, holiday home, second home, listed building, non-standard, renovation, and flood risk variants), Caravan Insurance (touring and static), Motorhome/Campervan Insurance, Boat Insurance (covering 13 watercraft types), Hut Insurance (beach huts, chalets, shepherd's huts), Classic Car Insurance, Wedding Insurance, and Public Liability/Business Insurance. The company provides over 25 years of experience, a lowest price guarantee, and a reported 230,000 UK customers annually with £55 billion in assets secured. Products are primarily distributed through their online quote system with support from a UK-based team.

Differentiator

Problem solved

Functional benefit

Products and services

• Household Insurance Core home insurance product covering buildings and contents for standard and specialist properties including second homes, holiday homes, listed buildings, flood-risk homes, renovation projects, landlord properties, and non-standard homes. Targeted at UK homeowners.
• Landlord Insurance Specialist insurance for residential rental properties covering buildings, contents, landlord liability, multiple property portfolios, and optional extras such as accidental damage, legal expenses, and rent guarantee. Targeted at UK residential landlords.
• Holiday Home Insurance Specialist coverage for holiday properties that may be rented out short-term or left vacant between bookings, covering scenarios specific to holiday lets. Targeted at UK owners of holiday homes.
• Second Home Insurance Insurance for secondary residential properties, covering either rental scenarios or vacant periods with appropriate policy adjustments. Targeted at owners of UK second homes.
• Listed Building Insurance Specialist insurance for historic or architecturally significant properties requiring specific materials and craftsmanship for repairs. Targeted at owners of UK listed buildings.
• Non-Standard Home Insurance Coverage for non-standard properties including thatched roofs, barn conversions, bed and breakfasts, and other homes requiring comprehensive specialist policies. Targeted at UK owners of non-standard homes.
• Renovation Insurance Insurance for homes undergoing renovation projects, covering the unique risks associated with properties under construction or major works. Targeted at UK homeowners renovating properties.
• Flood Risk Insurance Specialist coverage for properties located in flood-prone areas, addressing the elevated risk profile of such locations. Targeted at UK owners of flood-risk homes.
• Wedding Insurance Comprehensive coverage for weddings including cancellation or rearrangement costs, venue and supplier failure, loss or damage to wedding essentials, extreme weather, personal and public liability, and photography/videography issues. Available globally with policies up to two years in advance. Targeted at couples planning weddings and wedding planners.
• Touring Caravan Insurance Insurance for touring caravans with average premiums around £162.45/year, covering accidental damage, theft, and associated risks during travel and storage. Targeted at UK touring caravan owners.
• Static Caravan Insurance Insurance for static caravans on holiday parks with average premiums around £121.83/year, offering new-for-old, market value, contents, public liability, and environmental damage coverage options. Targeted at UK static caravan owners.
• Motorhome Insurance Comprehensive insurance for motorhomes covering the vehicle, contents, and liability with options for various motorhome types and usage patterns. Targeted at UK motorhome owners.
• Campervan Insurance Specialist insurance for campervans, a subset of motorhome coverage focusing on smaller, van-based leisure vehicles. Targeted at UK campervan owners.
• Boat Insurance Comprehensive marine insurance covering various watercraft types including motorboats, sailing yachts, narrowboats, dinghies, houseboats, kayaks, canoes, sailboards, cruising yachts, fast fisher boats, and surfboards. Targeted at UK boat and watercraft owners.
• Hut Insurance Specialist insurance for beach huts, beach chalets, and shepherd's huts covering damage, theft, and liability risks. Targeted at UK owners of beach huts, chalets, and shepherds huts.
• Classic Car Insurance Specialist insurance for classic and vintage vehicles, providing agreed value coverage and specialist repair options. Targeted at UK owners of classic and vintage cars.
• Public Liability Insurance Business insurance covering legal liability for third-party injury or property damage, particularly relevant for events, venues, and commercial activities. Targeted at UK event organisers, venue operators, and small businesses.
• Property Owners Public Liability Insurance Standalone protection for landlords, freeholders, leaseholders, and property investors against third-party injury or property damage claims connected with their property. Targeted at UK property owners and investors.

Quantifiable outcome

• 230,000 UK customers served annually
• +2 more outcomes

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Confused.com: UK insurance comparison site covering home, motor, and other personal lines. Operates the same panel-based broker model as InsureMy, with overlap in household and lifestyle insurance.
• Adrian Flux: UK specialist insurance broker focused on non-standard and niche personal lines (caravans, motorhomes, classic cars, boats). Closest direct competitor to InsureMy in specialist insurance aggregation.
• Compare the Market: Major UK insurance price comparison aggregator across multiple lines including home, motor, and specialist cover. Directly competes with InsureMy's online comparison and brokerage model, though at much broader scale.
• MoneySupermarket: UK insurance and financial services comparison platform, including home, landlord, and specialist insurance. Direct comparator to InsureMy's brokerage and aggregator proposition.
• Lifesure: UK specialist insurer/broker focused on static caravans, holiday homes, and park homes. Directly comparable niche specialist peer to InsureMy's static caravan and holiday home products.
• GoCompare: UK price comparison platform covering home, motor, and lifestyle insurance. Operates the same aggregator brokerage model as InsureMy and overlaps in caravan and home insurance categories.

Broad incumbents

• Aviva: One of the UK's largest insurers offering home, landlord, and lifestyle insurance products. Competes in the main categories served by InsureMy with broader scale and direct distribution.
• Direct Line Group: Major UK direct insurer and home/motor provider. While a carrier rather than a broker, it competes for the same home insurance customers and leverages scale advantages that could squeeze specialist brokers.
• Admiral: UK-based insurer with home insurance and price-comparison brands (Confused.com, Compare the Market competitor). Vertically integrated peer that competes both as a carrier and aggregator.
• Hastings Direct: UK digital insurer offering home, motor, and other personal lines. Competes in the same home insurance category as InsureMy, with a direct-to-consumer model that bypasses brokers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/InsureMyInsurance
• Instagraminstagram.com/insuremyinsurance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Insure My