What Leisuredays does

Leisuredays is a specialist UK insurance broker operating as a trading name of Caravan Guard Limited, a family-run business established in 1984 and headquartered in Halifax, West Yorkshire. The company focuses exclusively on leisure and residential property insurance, offering static caravan, holiday lodge, holiday chalet, park home, touring caravan, and motorhome (via sister brand Caravan Guard) policies. All policies are underwritten by RSA (Royal & Sun Alliance Insurance Ltd), with the company operating as an FCA-regulated broker (FCA reference 0310409).

The business operates on a subscription recurring revenue model, earning commission on annual insurance premiums that vary by vehicle type, value, park location, and individual risk factors. Pricing is quote-based and not publicly disclosed, with Direct Debit facilities and a 14-day money back guarantee offered to customers. Distribution is multi-channel: direct-to-consumer via the website (24/7 online quote and buy) and phone (7-day customer service), complemented by a channel partner network covering over 950 holiday and residential parks and caravan dealerships across the UK for referrals and block scheme arrangements. Products are backed by proprietary policy management and claims processing infrastructure with SSL encryption, and the in-house Yorkshire customer service centre handles over 400,000 calls annually.

Leisuredays and its sister brand Caravan Guard together cover over 90,000 motorhome and caravan owners, with insured asset value exceeding £2 billion. The customer base is composed entirely of UK leisure vehicle owners (static caravans, park homes, touring vehicles), with no diversified enterprise or commercial lines. Customer satisfaction metrics are strong: 4.9/5 on Trustpilot (2,451 reviews), 4.5/5 value-for-money on Review Centre, and 97% of customers reporting consistently high customer service levels. The company has received multiple industry awards, including Insurance Choice Awards 2023 Customer Service Champion and UK Broker Awards 2019 Claims Team Award. Geographic restrictions explicitly exclude Mainland Europe and the Republic of Ireland.

Name

Leisuredays

Legal name

Caravan Guard Limited

Website

https://leisuredays.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Leisuredays is a UK specialist insurance broker (trading name of Caravan Guard Limited, est. 1984) underwriting static caravan, park home, holiday lodge, and touring vehicle policies via RSA, serving over 90,000 leisure vehicle owners through direct channels and 950+ park partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Halifax

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Static Caravan Insurance: Annual insurance premiums for static caravans, holiday lodges, and chalets. Premiums vary based on make, model, size, value, and park location.
2. Park Home Insurance: Annual insurance premiums for residential park homes and lodges, backed by RSA.
3. Touring Caravan and Motorhome Insurance: Insurance products offered through sister brand Caravan Guard for touring caravans and motorhomes.
4. Optional Add-ons: Legal expenses cover offered as optional extra. Additional covers provided by third-party providers including ARC Legal Assistance (legal expenses) and Inter Partner Assistance (motorhome breakdown).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Leisuredays is a specialist UK insurance broker offering annual insurance policies for static caravans, holiday lodges, chalets, park homes, holiday homes, touring caravans, and motorhomes. Policies are underwritten primarily by RSA (Royal & Sun Alliance) and distributed directly to consumers via website, phone, and partnerships with over 950 holiday parks and caravan dealerships. The company also offers optional add-ons such as legal expenses cover and motorhome breakdown.

Product overview

Leisuredays is a specialist insurance broker offering a portfolio of leisure and residential property insurance products. The core offering centers on static caravan and park home insurance, with additional products covering holiday homes, touring caravans, motorhomes, holiday lodges, and holiday chalets. Insurance policies are underwritten primarily by RSA (Royal & Sun Alliance Insurance Ltd), with some additional covers provided by other insurance providers such as ARC Legal Assistance Ltd (legal expenses) and Inter Partner Assistance (motorhome breakdown). The company operates as a trading name of Caravan Guard Limited and provides both online quote/buy capabilities and phone-based customer service.

Differentiator

Problem solved

Functional benefit

Brands

• Caravan Guard: Sister brand of Leisuredays, together covering the needs of over 90,000 motorhome and caravan owners.

Products and services

• Static Caravan Insurance Annual insurance for static caravans, holiday lodges, and chalets sited on UK holiday parks, covering accidental damage, fire, theft, storm, flood, public liability, debris removal and resiting, and alternative accommodation; underwritten by RSA.
• Park Home Insurance

Quantifiable outcome

• Customer claims satisfaction rating of 9/10 (average 8.85) based on 658 surveys 2021-2025
• +4 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• RSA (Royal & Sun Alliance Insurance Ltd)coreTechnology or IntegrationRSA is the primary underwriter for Leisuredays insurance policies, providing financially stable backing from a leading UK insurer. Their specialist policies are exclusively backed by RSA, offering generous cover limits and a strong claims infrastructure with specialist loss adjusters.
• Holiday Parks (Over 950)coreChannel Partner/ Reseller/ DistributorLeisuredays works closely with over 950 well managed holiday and residential parks across the UK, offering block scheme insurance arrangements. Parks benefit from minimal administration workload, efficient claims service, and increased insurance profits through commission.
• Caravan DealershipscoreChannel Partner/ Reseller/ DistributorPartnerships with caravan dealerships for customer referrals, offering attractive commission rates and exceptional conversion levels for customers purchasing new static caravans or touring vehicles.
• Sister Brand - Caravan GuardcoreChannel Partner/ Reseller/ DistributorCaravan Guard is the sister brand of Leisuredays, together covering over 90,000 motorhome and caravan owners. Leisuredays focuses on static caravans and park homes while Caravan Guard handles touring products.
• National Caravan CouncilminorChannel Partner/ Reseller/ DistributorLeisuredays is a member of the National Caravan Council, indicating industry recognition and adherence to trade standards.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NFU Mutual: Major UK mutual insurer offering rural, home, and leisure insurance including park home and caravan cover. A broader incumbent with overlapping product range but distributed mainly through its agency network.
• A-Plan Insurance: UK high-street insurance broker offering caravan and motorhome policies as part of a broad personal lines portfolio. Adjacent competitor for the same end customer without the same specialist positioning.
• Direct Line Group: Major UK direct insurer with home and motor products and selected niche leisure vehicle cover. A scale-driven incumbent competing primarily on brand and direct distribution rather than caravan specialism.
• Aviva: One of the UK's largest insurers offering home, motor, and selected leisure cover. Overlaps with Leisuredays on home/property insurance needs but does not specialise in static caravans or holiday lodges.
• Towergate Insurance: Large UK multi-line insurance broker with caravan, park home, and leisure vehicle products within a broader portfolio. Competes on convenience and breadth rather than niche specialism.

Direct peers

• Adrian Flux: Long-standing UK specialist insurance broker for non-standard and niche vehicles and properties, including static caravans and holiday homes. Closely comparable specialist broker business model.
• Caravan Guard: Sister brand of Leisuredays (both under Caravan Guard Limited), focused on touring caravan and motorhome insurance. Together they cover 90,000+ caravan owners and split the static/touring specialism within the same group.
• Alan Boswell Group: UK independent insurance broker offering caravan and holiday home cover alongside broader personal and commercial lines. Comparable mid-sized UK regional broker competing for the same caravan owner segment.
• Comfort Insurance: UK specialist broker focused on caravan, motorhome, and leisure vehicle insurance. Directly competes with Leisuredays in the static and touring caravan niche with similar niche underwriting proposition.
• Shield Total Insurance: UK specialist broker offering caravan, motorhome, and leisure insurance products. Targets the same niche customer base as Leisuredays via direct and digital channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/leisuredaysuk
• YouTubeyoutube.com/channel/UCrApueFfZnOiJIjt-eCQbTw
• Facebookfacebook.com/leisuredays

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 Leisuredays