KeithMichaels PLC

What KeithMichaels PLC does

Keith Michaels Ltd (trading as KeithMichaels PLC / Keith Michaels Insurance) is a UK specialist car insurance broker incorporated in England and Wales, founded in 1988 and headquartered at Palmerston House, 814 Brighton Road, Purley, Surrey, with an additional operational presence in Worcester Park. The firm sources tailored motor insurance policies on behalf of UK drivers aged 25 and over from a panel of underwriters that includes KGM, AXA, Aviva, Ageas, Sabre, Admiral/Zurich and ERS, explicitly positioning itself outside comparison sites. Its core product set spans Performance, Modified, Convicted Driver, Expat, Business and Company Car, Prestige and Luxury, Modern/Future Classic, Japanese Import, Electric and Classic car insurance, with ancillary lines covering Temporary, Limited Mileage, Track Day, Learner, Sports Car, Household, Commercial, GAP, Travel and Gadget cover.

The broker runs a phone-led sales motion supplemented by an online 2-step quote funnel, claiming that 92% of customers receive a cheaper quote over the phone, and serves customers exclusively through a UK-based team with no overseas call centres. Distribution is direct (phone and quote.keithmichaels.co.uk), with content marketing, social media (Facebook, X, LinkedIn) and Trustpilot reviews feeding top-of-funnel demand and a customer-car showcase supporting mid-funnel consideration. The firm is authorised and regulated by the Financial Conduct Authority (Reg. No. 306600), covered by the Financial Ombudsman Service, and a member of the British Insurance Brokers Association.

Commercially, Keith Michaels earns broker commission from underwriters for placing business, with monthly payment options offered to customers and pricing tailored to driver profile, vehicle type, modifications and conviction history. The firm operates as a private limited company with 11-50 employees, no disclosed parent, no subsidiaries, no venture or private equity backing identified, and no M&A activity in the available record. Revenue, ARR and headcount trends are not publicly disclosed, limiting external benchmarking.

Name

KeithMichaels PLC

Legal name

Keith Michaels Ltd

Website

https://keithmichaels.co.uk

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Keith Michaels Ltd is a UK specialist car insurance broker founded in 1988, placing tailored motor policies with underwriters including AXA, Aviva, Ageas and Sabre for performance, modified, convicted-driver, expat, prestige, business and Japanese-import drivers aged 25 and over.

Ownership category

akta.pro rank

Product category

Specialist Car Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Non-Standard / High-Risk Personal Auto Insurance (FSAJAAAD), Commercial Auto & Fleet Insurance (FSAJAMAB), Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

Keywords

• Specialist car insurance
• Modified vehicle insurance
• Performance car insurance
• Convicted driver insurance
• Insurance brokerage services

Headquarters

HQ city

Worcester Park

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: Keith Michaels operates as an insurance broker earning commission from insurers for placing business. They offer policies from multiple insurers including KGM, AXA, Aviva, Ageas, Sabre, Admiral/Zurich, and ERS. Monthly payment options are available for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

KeithMichaels PLC is a UK-based specialist car insurance broker that arranges tailored motor insurance policies for drivers aged 25 and over, with particular focus on hard-to-insure categories such as performance cars, modified vehicles, convicted drivers, expats, prestige vehicles, and Japanese imports. Operating as an independent broker, the company accesses a panel of insurers including KGM, AXA, Aviva, Ageas, Sabre, Admiral/Zurich, and ERS to source policies that are not available on price comparison websites. Supplementary products include household, commercial, GAP, travel, and gadget insurance offered alongside core motor policies.

Product overview

KeithMichaels PLC operates as a specialist insurance broker offering a comprehensive portfolio of car insurance products centered around a core Car Insurance platform. The primary offerings include Modified Car Insurance, Performance Car Insurance, Convicted Driver Insurance, Expat Car Insurance, Business Car Insurance, Prestige Car Insurance, and Japanese Import Car Insurance, all provided through their bespoke underwriting approach. The company serves as an independent broker connecting customers with multiple insurance providers (including Aviva, AXA, Ageas, Sabre, ERS, and others) to find tailored policies. Additional products include Electric Car Insurance, Classic Car Insurance, Temporary Car Insurance, Limited Mileage Insurance, and Track Day Car Insurance as specialized modules. The company also offers supplementary insurance products including Household Insurance, Commercial Insurance, GAP Insurance, Travel Insurance, and Gadget Insurance. All products are accessed through UK-based specialist brokers via phone or online quote requests, with policies not available on comparison websites.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Tailor-made car insurance policies providing specialist coverage for standard vehicles, with bespoke underwriting and coverage options not available on comparison sites.
• Modified Car Insurance Specialist insurance for modified vehicles, covering engine upgrades, suspension modifications, body kits, and other alterations with policies that recognize modifications without premium changes for horsepower-affecting changes.
• Performance Car Insurance Competitive insurance coverage tailored for high-performance vehicles including hot hatches, supercars, and sports cars with over 35+ years experience in the performance car market.
• Convicted Driver Insurance Specialist insurance policies covering drivers with various convictions including drink driving, drug driving, speeding bans, totting up bans, and disqualified drivers.
• Expat Car Insurance International insurance coverage for expats with foreign NCB (No Claims Bonus) and driving experience accepted, including policies for drivers returning to the UK and those living abroad with UK vehicles.
• Business Car Insurance Comprehensive insurance for business vehicles including company fleet, contract hire, leased cars, commercial vans, and company car drivers.
• Prestige Car Insurance Specialist insurance for luxury and executive vehicles including Bentley, Rolls Royce, Mercedes, BMW, Lexus, Range Rover, and Land Rover with bespoke underwriting and new car replacement options.
• Modern/Future Classic Car Insurance Specialist cover for future classic cars typically 10-20 years old used as secondary vehicles, designed to protect appreciating vehicle investments with agreed values and limited mileage options.
• Japanese Import Car Insurance Specialist insurance for Japanese imported vehicles including JDM cars, with over 35+ years experience covering grey imports and parallel imports with modifications considered.
• Household Insurance Home insurance policies offered alongside car insurance to provide comprehensive coverage for policyholders' homes.
• Commercial Insurance Business and commercial insurance services including coverage for commercial vehicles and business operations.
• Electric Car Insurance Specialist coverage for electric and hybrid vehicles including performance EVs, with policies tailored to the unique needs of electric car owners.

Quantifiable outcome

• 92% of customers get a cheaper quote over the phone
• +1 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• KGM (formerly Kereta Global Malaysia)coreChannel Partner/ Reseller/ DistributorInsurance partner providing specialist vehicle coverage through Keith Michaels broker schemes. KGM logo displayed on insurer partner section of website.
• AXAcoreChannel Partner/ Reseller/ DistributorMajor insurance provider partnering with Keith Michaels to offer specialist car insurance policies through their broker network.
• AvivacoreChannel Partner/ Reseller/ DistributorLarge insurance group providing specialist car insurance coverage through Keith Michaels broker schemes.
• AgeascoreChannel Partner/ Reseller/ DistributorInsurance provider offering specialist motor insurance products through Keith Michaels broker network.
• Sabre InsurancecoreChannel Partner/ Reseller/ DistributorSpecialist insurer known for performance and modified car insurance, partnered with Keith Michaels.
• Admiral (Zurich)coreChannel Partner/ Reseller/ DistributorAdmiral Group brand underwritten by Zurich providing specialist car insurance through Keith Michaels.
• ERScoreChannel Partner/ Reseller/ DistributorSpecialist motor insurer providing high-performance and enthusiast vehicle coverage through broker partnerships.
• Financial Ombudsman ServiceminorOthersRegulatory oversight body that handles customer complaints. Keith Michaels is covered by the Financial Ombudsman Service for dispute resolution.
• Financial Conduct Authority (FCA)minorOthersUK financial regulator. Keith Michaels Ltd is authorised and regulated by the FCA with registration number 306600.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Admiral Group: Major UK personal-lines insurer whose specialist Admiral/Zurich scheme underwrites business placed through Keith Michaels; a panel partner and an adjacent competitor at the broader market end.
• Hiscox UK: UK specialty insurer offering niche personal and commercial lines; relevant adjacency given Keith Michaels' expansion into household, commercial and prestige specialist lines.
• Hastings Direct: Large UK digital-first motor insurer; competes downstream of Keith Michaels for the more standard end of performance/imported car customers via aggregator-friendly pricing.

Direct peers

• Carole Nash: UK specialist broker for classic, vintage and modified vehicles including motorbikes; overlapping coverage of the modified and enthusiast niche that Keith Michaels targets.
• Lancaster Insurance: UK specialist broker focused on classic and enthusiast vehicles including modified classics; comparable long-tail enthusiast positioning to Keith Michaels.
• Adrian Flux: The most direct UK specialist car insurance broker, focused on modified, classic, performance, imported and high-risk drivers; competes head-to-head with Keith Michaels on enthusiast and non-standard motor placements.
• Chris Knott Insurance: Boutique UK broker specialising in performance, modified, imported and high-value vehicles; directly comparable niche positioning and phone-led service model.
• Sky Insurance: Specialist UK broker for modified, imported and performance cars; competes with Keith Michaels in the same modified/JDM and panel-driven non-standard placement model.
• Footman James: UK specialist broker dedicated to classic, modern classic and enthusiast vehicles; competes with Keith Michaels' future-classic and modified-segment offerings.

Emerging players

• Marshmallow: UK insurtech using telematics and fair-pricing messaging to underwrite non-standard and immigrant drivers; an emerging digital competitor to traditional specialist brokers like Keith Michaels in the convicted/expat-adjacent segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/keithmichaels5
• Facebookfacebook.com/kmplc
• LinkedInlinkedin.com/company/keith-michaels-insurance-plc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 KeithMichaels PLC