Wise Driving

What Wise Driving does

WiseDriving is a UK-only telematics car insurance brand that sells a single product — black-box insurance — distributed by iGO4 Limited, a subsidiary of Markerstudy Group Holdings Limited. Its core offering requires a GPS-and-accelerometer-equipped black box to be fitted to the insured vehicle, which continuously monitors acceleration, braking, speed compliance, time-of-day driving patterns, and mileage, and converts those signals into a Driving Behaviour Score rated out of 100. That score, recalibrated through the policy term, drives premium adjustments: safer driving can yield refunds while persistent poor driving can trigger premium increases or policy cancellation, with severe speeding events (>100mph or 2x posted limit) causing immediate cancellation.

The technical stack combines professionally fitted or battery-mounted telematics hardware (via installation partners RS Connect and Diareyes), back-end scoring infrastructure, a customer web portal, and a dedicated WiseDriving mobile app on iOS and Android. Optional add-on modules — RAC Breakdown Cover, Motor Legal Protection (up to £100,000), and KeyBack (up to £1,500) — sit alongside the core policy, while separate telematics fees (£125 first year for new policies from 8 October 2025; £90-£125 subsequent years) and policy administration fees (£15-£120 depending on change type) provide ancillary recurring and transactional revenue on top of base premiums.

WiseDriving targets primarily young drivers (17-25), first-time drivers, and self-identified safe drivers who benefit from behavior-based pricing, with a secondary push into the over-50 segment. Distribution is direct-to-consumer through wisedriving.com and a 24/7 claims helpline, augmented by price-comparison aggregators that drive top-of-funnel volume. The company is FCA-authorized (register number 536726) under the legal entity iGO4 Limited, with monthly instalment finance outsourced to Premfina. Operating status is active and on a UK-only footprint, with no public expansion into other geographies.

Name

Wise Driving

Legal name

iGO4 Limited

Website

https://wisedriving.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

WiseDriving is a UK-only, direct-to-consumer telematics car insurance brand (a trading name of iGO4 Limited, part of the Markerstudy Group) that sells a single black-box insurance product to individual drivers, using GPS and accelerometer data to score driving behavior and adjust premiums.

Ownership category

akta.pro rank

Product category

Telematics Car Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

akta.pro primary industry

Usage-Based / Telematics Personal Auto Insurance (FSAJAAAB)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Telematics & Usage-Based Insurance (UBI) Platforms (FSAGAGAF)

Keywords

• Telematics car insurance
• Black box insurance
• Young driver insurance
• Driving behavior monitoring
• UK auto insurance

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Core revenue from selling car insurance policies. Customers pay annual or monthly premiums for comprehensive black box car insurance coverage.
2. Telematics Fee: Annual fee for black box device and monitoring services. First year: £150 (reduced to £125 for policies starting on/after 8th October 2025). Subsequent years: £90 (increased to £125 for newer policies).
3. Optional Extras: Additional insurance products sold alongside main policy including Motor Legal Protection (up to £100,000 cover), KeyBack (up to £1,500 cover), and RAC Breakdown Cover.
4. Policy Administration Fees: Fees charged for policy changes, vehicle changes, cancellations, and missed appointments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

WiseDriving sells telematics-based (black box) car insurance to individual UK drivers. A GPS-equipped device fitted to the insured vehicle continuously records acceleration, braking, speed, and time-of-day driving, and produces a Driving Behaviour Score out of 100 that is used to personalize premiums, with the potential for refunds when scores improve or surcharges when scores fall. The offering also includes optional add-ons (Motor Legal Protection up to £100,000, KeyBack up to £1,500, RAC Breakdown Cover) and theft tracking for eligible devices.

Product overview

Wise Driving is a telematics (black box) car insurance provider offering a single core product: Black Box Insurance with compulsory GPS-equipped telematics device. The company's model rewards safe driving through a Driving Behaviour Score system that personalizes premiums. The product portfolio includes the core black box insurance policy plus optional add-on modules (Motor Legal Protection up to £100,000, KeyBack up to £1,500, RAC Breakdown Cover) available through policy documents. Customers access their Driving Behaviour Score, policy documents, and account management through a customer dashboard/portal. The company also offers theft tracking as a feature for eligible devices.

Differentiator

Problem solved

Functional benefit

Products and services

• Black Box Insurance WiseDriving's primary telematics-based car insurance product for individual UK drivers, using a GPS-equipped black box to monitor acceleration, braking, speed, and time-of-day driving, calculate a Driving Behaviour Score out of 100, and personalise premiums (with refunds for safer driving and surcharges or cancellation for poorer driving).
• Motor Legal Protection Optional add-on providing up to £100,000 of legal expenses cover for WiseDriving policyholders.
• KeyBack Optional key cover add-on providing up to £1,500 of cover for lost or stolen keys for WiseDriving policyholders.
• RAC Breakdown Cover Optional RAC roadside, recovery, homestart, onward travel, and European breakdown cover add-on for WiseDriving policyholders.

Quantifiable outcome

• Safer drivers receive personalized (potentially lower) insurance premiums based on their Driving Behaviour Score
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• RS ConnectcoreTechnology or IntegrationInstallation partner responsible for professionally fitting WiseDriving black box telematics devices in customer vehicles. RS Connect conducts on-site or mobile installations.
• DiareyescoreTechnology or IntegrationInstallation partner for WiseDriving black box device installation. Contact details provided for customers to coordinate installation appointments.
• TrustpilotminorGTM or Marketing PartnerIndependent customer review platform partner. WiseDriving uses Trustpilot to collect and display verified customer reviews, building trust and transparency.
• RACcoreChannel Partner/ Reseller/ DistributorRAC provides optional breakdown cover as an add-on product for WiseDriving policies. Coverage options include RAC Roadside, Recovery, Homestart, Onward Travel, and European Breakdown.
• Microsoft AdvertisingminorGTM or Marketing PartnerDigital advertising partner for displaying targeted ads based on customer website behavior and interactions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carrot Insurance: UK telematics auto insurer that explicitly rewards good driving behavior through a black box policy targeted at younger drivers. Same usage-based insurance model, same primary segment, and similar score-based premium adjustment.
• Marmalade Insurance: UK insurer specializing in telematics-based cover for learner and young drivers, including a black box policy and a L plate/qualified driver product. Highly comparable to WiseDriving on customer persona, telematics technology, and pricing model.
• Ingenie: UK telematics-focused car insurer targeting young and newly qualified drivers with a black-box device and a Driving Style scoring system. Direct head-to-head competitor to WiseDriving on product, customer segment (17-25), and go-to-market model.
• Swiftcover: UK online/digital auto insurer (subsidiary of AXA) with telematics product offerings targeting similar price-sensitive digital-first customers. Comparable to WiseDriving in distribution model and product surface.

Broad incumbents

• Aviva UK: One of the UK's largest general insurers providing personal auto cover and an established telematics/smart-driver proposition. Comparable to WiseDriving in providing personal auto insurance; broader and more diversified across UK life and general insurance lines.
• Admiral Group: One of the UK's largest personal motor insurers operating multi-product brands (Admiral, Bell, Diamond, Elephant, Veygo) with telematics offerings including LittleBox. Overlaps with WiseDriving in the UK telematics personal auto category but at much greater scale and portfolio breadth.
• Direct Line Group: Major UK listed personal lines insurer (Direct Line, Churchill, Privilege, Darwin, Direct Line for Business) with telematics and reward-based products. Competes with WiseDriving for the same UK P&C customer wallet while operating a far broader portfolio.
• Liverpool Victoria (LV=): UK mutual insurer with strong personal lines motor offering and a Drive Smart telematics option. Comparable to WiseDriving on UK personal auto insurance and increasingly so on telematics-enabled pricing.
• Hastings Direct: UK personal lines motor and home insurer with a significant young driver franchise and a telematics-based product (Dash). Direct overlap with WiseDriving on UK personal auto and the telematics-enabled premium model.

Others

• Octo Telematics: Global telematics and usage-based insurance technology provider supplying data analytics, scoring, and connected insurance services to insurers. Indirect comparator — an infrastructure partner/competitor rather than direct consumer-facing peer to WiseDriving's UK insurance offering.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wisedriving
• LinkedInlinkedin.com/company/wisedriving

Compliance1 record

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 Wise Driving