Anthony Jones

What Anthony Jones does

Anthony Jones is a UK-based independent insurance broker (FCA registration number 304602) founded in 1980, headquartered in Dartford with additional offices in Bromley and Bristol. The firm distributes business, commercial vehicle, marine cargo, transportation, vape, life, home, and health insurance to a primarily SMB customer base spanning transport and logistics (e.g., Geralds Transport, JW Logistics, GP Transport), construction, property services, vape retail, and high-net-worth individuals. The company earns revenue through insurance commissions on placed risks, administration fees, and referral fees from premium finance partners (Premium Credit, Close Premium Finance, Investec), with material carrier relationships including Zurich Insurance for life and critical illness cover and an approved broker appointment with the Independent British Vape Trade Association (IBVTA).

Operationally, Anthony Jones is a traditional intermediary with no disclosed proprietary technology platform — distribution is supported by industry-standard broker software and carrier portals, with personal case-management delivered by a team of 11-50 employees under directors Steve Blackmore and Joe Penny. The firm has built niche positioning in specialist verticals (vape insurance via IBVTA, marine cargo, IP insurance) and has expanded its geographic footprint from a South East base into the South West via the Bristol office.

The firm's strategic situation is now defined by a UK Financial Conduct Authority action requiring Anthony Jones to cease all regulated activities from 9 July 2026. This regulatory action is existential for the regulated insurance distribution business and overrides otherwise modestly positive momentum from recent product launches (vape, IP), carrier partnerships (Zurich), and the IBVTA channel appointment. The firm has no disclosed funding history, no M&A activity, and no publicly stated contingency plan for the post-2026 environment.

Name

Anthony Jones

Legal name

Anthony Jones Uk LTD

Website

https://anthonyjones.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Anthony Jones specializes in business, vape, commercial vehicles, marine cargo, transportation, life, home and health insurance services.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

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

Keywords

• Commercial insurance brokerage
• Business insurance services
• Commercial vehicle insurance
• Personal insurance advisory
• Specialist insurance broker

Headquarters

HQ city

Dartford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Anthony Jones receives commission from insurers on each policy placed, calculated as a percentage of the insurance premium before Insurance Premium Tax. The commission percentage varies depending on the product and provider. The company may also receive volume-based or profitability payments from insurers.
2. Administration Fees: Fees charged at inception and renewal to cover additional administration during the policy term including advice, mid-term adjustments, and claims assistance. Additional fees may be negotiated for extra work or services.
3. Premium Finance: As a credit broker, Anthony Jones introduces customers wishing to pay by instalments to premium finance providers (Premium Credit Limited, Close Premium Finance, and Investec), earning referral or broker fees from these arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Anthony Jones is an independent insurance broker that places business and personal insurance policies on behalf of clients with multiple insurers. Core offerings include business insurance (small business, pubs/bars, off-licences, unoccupied commercial property), commercial motor and fleet insurance (haulage, HGV, van, courier, taxi, bus/coach, goods in transit, marine cargo), and personal lines (high net worth, home renovation, motorhome, probate, temporary car). Specialty lines include vape/e-cigarette and intellectual property insurance.

Product overview

Anthony Jones is an independent insurance broker offering a comprehensive portfolio of insurance products and services for both business and personal customers. The core offerings include Business Insurance (covering small businesses, pubs, newsagents, and commercial properties), Commercial Motor and Fleet Insurance (including HGV, van, courier, taxi, bus, and haulage coverage), and Personal Insurance (covering homes, motorhomes, and high net worth individuals). Specialty products include Vape and Electronic Cigarette Insurance, Intellectual Property Insurance, Business Interruption Insurance, and Life and Critical Illness Cover offered in partnership with Zurich Insurance. The company operates as a traditional insurance broker providing advice, policy arrangement, and claims handling services, not as a technology platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance Comprehensive business insurance products for UK SMEs including small business insurance, off-licence and newsagent insurance, pub and bar insurance, and unoccupied commercial property insurance. Arranged via the firm's independent broker access to multiple insurers.
• Commercial Motor and Fleet Insurance Tailored commercial vehicle, fleet, and goods in transit cover including haulage fleet, mixed fleet, courier van fleet, temporary van, commercial vehicle and van, commercial truck and HGV, goods in transit, marine cargo and freight, motor trade mechanics, private hire taxi, bus and coach, and fleet insurance for housing associations.
• Personal Insurance Personal lines cover for individuals including high net worth insurance, home renovation insurance, motorhome and campervan insurance, probate house insurance, and temporary car insurance.
• Vape and Electronic Cigarette Insurance Specialist insurance for vape shops, e-cigarette retailers (online and offline), and vape manufacturers covering product liability, stock, public liability, and broader vaping-business risks. The firm is the approved broker for the Independent British Vape Trade Association (IBVTA).
• Intellectual Property Insurance Specialist cover for the theft of intellectual property rights including ideas, inventions, copyrights, patents, or trademarks, typically covering resulting legal expenses. Anthony Jones is a member of IPAN (Intellectual Property Awareness Network).
• High Net Worth Insurance Bespoke personal insurance for high net worth individuals covering valuable possessions, high-value homes, lifestyle assets, properties outside the UK, fine art, and collectibles. Delivered with a dedicated HNW team and personal broker attention.
• Life and Critical Illness Cover Life protection and critical illness cover for individuals and families, offered in partnership with Zurich Insurance, providing a 10% discount via the broker relationship.

Quantifiable outcome

• Multiple customers report savings of more than 50% on insurance premiums compared to previous insurers

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Zurich InsurancecoreStrategic or Co-development PartnerAnthony Jones partners with Zurich Insurance to provide life and critical illness protection products to customers. They offer a 10% discount through this partnership. Zurich provides the insurance products while Anthony Jones acts as the broker distributing these products to their customer base.
• IPAN (Intellectual Property Awareness Network)minorStrategic or Co-development PartnerAnthony Jones is a member of IPAN, an organization dedicated to intellectual property awareness. This membership demonstrates their commitment to protecting intellectual property rights and positions them as specialists in IP insurance.
• IBVTA (Independent British Vape Trade Association)coreChannel Partner/ Reseller/ DistributorAnthony Jones is the approved insurance broker for IBVTA, working with vape manufacturers and retailers to provide specialist insurance solutions for the e-cigarette business sector.
• Premium Credit LimitedminorChannel Partner/ Reseller/ DistributorPremium finance provider to which Anthony Jones introduces customers wishing to pay premiums by instalments. Part of their credit broking services.
• Close Premium FinanceminorChannel Partner/ Reseller/ DistributorPremium finance provider to which Anthony Jones introduces customers wishing to pay premiums by instalments. Part of their credit broking services.
• InvestecminorChannel Partner/ Reseller/ DistributorPremium finance provider to which Anthony Jones introduces customers wishing to pay premiums by instalments. Part of their credit broking services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Howden Insurance Brokers: Large UK-focused independent commercial insurance broker with similar multi-line and specialty expertise across commercial motor, HNW and niche verticals. Highly comparable business model but at materially greater scale.
• Towergate Insurance: Large UK broker with broad commercial and personal lines offerings across multiple verticals. Comparable product breadth though materially larger scale.

Direct peers

• Adrian Flux: UK independent broker specialising in niche personal and commercial lines including motorhomes, classic cars, and household. Comparable in size, product mix and reliance on niche specialism over scale.
• Bollington Insurance: UK commercial insurance broker serving SMEs and niche verticals with multi-line offerings. Direct peer given similar independent-broker model, commercial SME focus and UK geographic footprint.
• Premierline: UK commercial insurance broker focused on small business customers across trades, retail and hospitality. Comparable target customer (SME) and product emphasis on business insurance packages.
• Lycetts: UK independent broker with strong rural, commercial and HNW specialism including estates, motors and commercial property. Directly comparable on specialist expertise and independent-broker positioning.
• Higos Insurance Services: UK regional independent broker covering personal and commercial lines for SMEs and individuals. Comparable independent-broker model, SME focus and regional UK footprint.
• Lloyd & Whyte (Community First): UK independent broker with commercial and personal lines expertise, including niche professional schemes. Comparable in independent positioning and breadth of product lines.
• Direct Commercial Limited: UK broker and MGA focused on commercial vehicle, fleet and SME business insurance. Comparable target market (commercial motor, haulage, SME) and product-led positioning.

Emerging players

• Quotezone: UK comparison platform that aggregates brokers and direct insurers for commercial and personal lines. Comparable end-customer value proposition (price discovery across panels) but a different distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ajonesinsurance
• YouTubeyoutube.com/channel/UCB_yAe_IOKSEMehUFiw3KzQ
• Facebookfacebook.com/anthonyjonesinsurance
• LinkedInlinkedin.com/company/anthony-jones-insurance-brokers

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Anthony Jones