KeithMichaels PLC
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.
- Company typePrivate
- Founded1988
- HeadquartersWorcester Park, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
KeithMichaels PLC firmographics
Firmographics- 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
KeithMichaels PLC industry classification
Industry- 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
Where KeithMichaels PLC is headquartered
LocationHeadquarters
- HQ city
- Worcester Park
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
KeithMichaels PLC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom tailored insurance quotes based on individual circumstances |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
KeithMichaels PLC product offering
Product offeringCore 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
Companies that use KeithMichaels PLC
Customer profileNamed customers7 records
Segments8 records
Ideal customer profiles7 records
KeithMichaels PLC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
KeithMichaels PLC partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- KGM (formerly Kereta Global Malaysia)coreInsurance partner providing specialist vehicle coverage through Keith Michaels broker schemes. KGM logo displayed on insurer partner section of website.
- AXAcoreMajor insurance provider partnering with Keith Michaels to offer specialist car insurance policies through their broker network.
- AvivacoreLarge insurance group providing specialist car insurance coverage through Keith Michaels broker schemes.
- AgeascoreInsurance provider offering specialist motor insurance products through Keith Michaels broker network.
- Sabre InsurancecoreSpecialist insurer known for performance and modified car insurance, partnered with Keith Michaels.
- Admiral (Zurich)coreAdmiral Group brand underwritten by Zurich providing specialist car insurance through Keith Michaels.
- ERScoreSpecialist motor insurer providing high-performance and enthusiast vehicle coverage through broker partnerships.
- Financial Ombudsman ServiceminorRegulatory oversight body that handles customer complaints. Keith Michaels is covered by the Financial Ombudsman Service for dispute resolution.
- Financial Conduct Authority (FCA)minorUK 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
KeithMichaels PLC competitors and assessment
Company assessmentBroad 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
KeithMichaels PLC social profiles
Digital presenceKeithMichaels PLC compliance and trust
Trust signalCompliance2 records
KeithMichaels PLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
KeithMichaels PLC leadership team
Management profileNumber of profiles
Profiles4 records
KeithMichaels PLC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KeithMichaels PLC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KeithMichaels PLC
What does KeithMichaels PLC do?
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.
Is KeithMichaels PLC a public or private company?
KeithMichaels PLC is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was KeithMichaels PLC founded?
KeithMichaels PLC was founded in 1988. It employs 11 to 50 people.
Where is KeithMichaels PLC based?
KeithMichaels PLC is headquartered in Worcester Park, United Kingdom, in the Europe region.
How does KeithMichaels PLC make money?
One revenue line is on record: insurance Brokerage Commission.
Who are KeithMichaels PLC's main competitors?
Broad incumbents on record are Admiral Group, Hiscox UK and Hastings Direct. Direct peers are Carole Nash, Lancaster Insurance, Adrian Flux, Chris Knott Insurance, Sky Insurance and Footman James. Marshmallow is listed as an emerging player.
Does KeithMichaels PLC have an API?
No public API is recorded for KeithMichaels PLC.
What industry is KeithMichaels PLC in?
KeithMichaels PLC's product category is Specialist Car Insurance Brokerage. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAJAAAD, Non-Standard / High-Risk Personal Auto Insurance. Its NAICS code is 524210 and its SIC code is 6411.