What Police Insure does

Police Insure is a UK specialist insurance broker focused exclusively on the police community. It is a trading name of A-Plan Holdings, itself part of the Howden Group, and is authorised and regulated by the Financial Conduct Authority. The company distributes Car, Home, Motorcycle, Landlord, and Travel insurance products through a select panel of UK insurers, earning commission on annual recurring policies. Its customer base comprises serving and retired Police Officers, Special Constables, Police Staff, and their partners and family members.

The company's distribution model is community-led and federation-anchored. Police Insure holds dedicated insurance-partner status with all eight UK Police Federation regions plus the Metropolitan Police Independent Benevolent Fund, and has referral arrangements with several adjacent associations including the Civil Nuclear Police Federation, NCOA, Police Superintendents Association, National Black Police Association, and Police Treatment Centres. Six regionally assigned Business Development Managers, all former police officers with 30+ years of service, cover the UK. Sales occur via phone (0161 762 4416), online quote forms, and six dedicated high-street branches in Altrincham, Macclesfield, Shrewsbury, Harrogate, Bletchley, and Newton Abbot, with additional reach through Howden's 100+ branch network.

Headquartered in Bury (the historic home of Robert Peel's first police force), the company is a sub-brand within a much larger distribution group whose combined policy base exceeds 800,000 customers. Its competitive positioning rests on occupational specialisation, peer-trust sales talent, and Federation endorsements rather than proprietary technology. The business does not disclose standalone financials, and its pricing model is quote-based, supported by promotional guarantees such as a £50 cashback offer on home insurance if it cannot beat a customer's existing premium.

Name

Police Insure

Legal name

A-Plan Holdings

Website

https://policeinsure.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Police Insure is a UK specialist insurance broker, trading under A-Plan Holdings within the Howden Group, distributing car, home, motorcycle, landlord, and travel insurance exclusively to serving and retired police officers, staff, and partners via Police Federation partnerships and dedicated former-officer business development managers.

Ownership category

akta.pro rank

Product category

Specialist Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Police insurance broker
• Specialist vehicle insurance
• Home insurance policies
• Landlord insurance coverage
• Motorcycle insurance UK

Headquarters

HQ city

Bury

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Policy Commission: Police Insure earns commission from insurance policy premiums written through their panel of UK insurers. Policies are primarily annual contracts renewed yearly, generating recurring commission revenue for car, motorcycle, home, and landlord insurance products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Police Insure is a specialist insurance broker (a trading name of A-Plan Holdings) that distributes car, motorcycle, home, landlord, and travel insurance products tailored to UK police officers, retired officers, specials, staff, and their partners. The company sources policies from a select panel of top UK insurers and distributes them via dedicated branches, phone sales, online quote forms, and referrals from Police Federations across 8 UK regions.

Product overview

Police Insure is a specialist insurance broker serving the UK Police community, offering a portfolio of insurance products: Car Insurance, Home Insurance, Motorcycle Insurance, Landlord Insurance, and Travel Insurance. These products are distributed through Howden's network of over 100 UK branches, with dedicated business development managers covering different police regions. The company offers competitive pricing through a select panel of insurers, with personalized service for serving and retired Police Officers, Specials, Staff, and Partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Police Car Insurance Specialized car insurance for serving and retired Police Officers, Specials, Staff and Partners, offering competitive rates with up to 40% savings, free courtesy car on fully comprehensive policies, optional legal protection, and up to 65% no-claims discount.
• Police Home Insurance Home insurance providing building cover up to £1,000,000 and contents cover up to £50,000 as standard, with personal possessions coverage, contents-in-transit protection during moves, alternative accommodation coverage during insured events, and a £50 cashback price-match guarantee.
• Police Motorcycle Insurance Motorcycle insurance offering savings of up to £150, 24/7 claims support, free European cover, and optional breakdown cover including accident recovery across the UK, Channel Islands, and Isle of Man.
• Police Landlord Insurance Landlord insurance covering unoccupied properties, short-term lets, HMO properties, holiday homes, multi-property portfolios, and diverse tenant types including students and asylum seekers, with loss of rent as standard and optional landlords legal and rent guarantee protection.
• Police Travel Insurance Travel insurance product for Police Officers, Specials, Staff and Partners.

Quantifiable outcome

• Save up to 40% on motor insurance premiums
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Police Federation (No 1 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Cheshire, Cumbria, Greater Manchester, Merseyside and Lancashire regions, supplying members with unbeatable insurance on Police Car, Motorcycle & Home Insurance.
• Police Federation (No 2 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Durham, Humberside, South Yorkshire, Cleveland, Northumbria, North Yorkshire and West Yorkshire regions.
• Police Federation (No 3 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Staffordshire, Warwickshire, West Mercia and West Midlands regions.
• Police Federation (No 4 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Derbyshire, Nottinghamshire, Leicestershire, Lincolnshire, Suffolk, Norfolk, Northamptonshire and Cambridgeshire regions.
• Police Federation (No 5 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Essex, Surrey, Bedfordshire, Thames Valley, Hertfordshire, Kent and Hampshire regions.
• Police Federation (No 6 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering Avon and Somerset, Gloucestershire, Dorset, Wiltshire and Devon and Cornwall regions.
• Police Federation (No 7 Region)coreGTM or Marketing PartnerPartnership with Police Federation covering North Wales, South Wales, Dyfed-Powis, and Gwent regions.
• Police Federation (No 8 Region - Metropolitan IBB)coreGTM or Marketing PartnerPartnership with Metropolitan Police Independent Benevolent Fund covering the Metropolitan Police area.
• Civil Nuclear Police FederationminorGTM or Marketing PartnerBusiness arrangement with Civil Nuclear Police Federation to provide specialist insurance to civil nuclear police officers and staff.
• NCOA (National Police Chiefs' Council)minorGTM or Marketing PartnerBusiness arrangement with NCOA for insurance services to member police chiefs.
• The Police Superintendents AssociationminorGTM or Marketing PartnerBusiness arrangement to provide specialist insurance products to Police Superintendents Association members.
• The Police Firearms AssociationminorGTM or Marketing PartnerBusiness arrangement for specialist insurance services to Police Firearms Association members.
• The National Black Police AssociationminorGTM or Marketing PartnerBusiness arrangement to provide insurance services to National Black Police Association members.
• The National Association of Police ChaplainsminorGTM or Marketing PartnerBusiness arrangement for specialist insurance to Police Chaplains Association members.
• The Police Treatment CentresminorGTM or Marketing PartnerBusiness arrangement with Police Treatment Centres for insurance services to members.
• Marmalade (Young Driver Insurance)minorChannel Partner/ Reseller/ DistributorReferral partnership for young driver and student driver insurance products. Police Insure promotes Marmalade's Student Driver Insurance, New Driver Insurance, Cars for Young Drivers, Learner Driver Insurance, and Black Box Insurance through their partner deals section.
• Howden Insurance Group (Parent Company)coreOthers

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Compare the Market: UK price-comparison platform across personal insurance lines. Indirect competitor / aggregator that increasingly channels price-sensitive UK consumers — including police-officer segments — into standardised price-led comparison rather than niche community brokers.
• Marmalade: UK specialist young-driver / learner-driver insurance provider. Channel partner of Police Insure and a referral destination on its website; comparable in being a niche personal-lines UK insurance brand but not a direct competitor.

Direct peers

• Police Mutual: UK mutual financial services provider dedicated exclusively to police officers, offering insurance and savings products. Direct peer: same narrow UK police-officer target market, same community-led distribution model, and overlapping personal-lines insurance offerings.
• Wesleyan: UK specialist mutual financial services group serving teachers, doctors, dentists and police officers. Direct peer: specialist mutual serving defined professional communities including police, with similar profession-locked distribution and personal-lines products.
• NFU Mutual: UK mutual insurer serving the farming and rural community with personal and commercial lines. Direct peer: large specialist mutual running a community-led, agent-based distribution model for a defined demographic — the same structural approach as Police Insure applied to a different profession.
• Forces Mutual: UK mutual insurer serving the Armed Forces community with personal insurance and financial services. Direct peer: equivalent niche-community broker model targeting UK armed-forces personnel, demonstrating the same profession-specific insurance and welfare distribution playbook.

Broad incumbents

• Direct Line Group: Major UK personal-lines insurer (Direct Line, Churchill, Privilege, Darwin). Broad incumbent: competes head-on with Police Insure's car and home insurance products but at materially larger scale and with a brand-led rather than community-led GTM.
• A-Plan Holdings: Parent group of Police Insure and one of the UK's largest specialist high-street insurance brokers. Broad incumbent: distributes the same insurance product types (car, home, motorcycle, landlord) via a much larger branch network and broader customer base, but not narrowly police-focused.
• Liverpool Victoria (LV=): Large UK mutual insurer with significant presence in car, home and life insurance. Broad incumbent: competing in the same UK personal-lines categories but at much greater scale, without the police-niche focus.
• Howden Group: Ultimate parent group — one of the UK's largest specialist insurance distribution groups with 100+ branches. Broad incumbent: shares Police Insure's broker-distribution DNA but operates across all professions and lines, providing the strategic and capital backdrop in which Police Insure sits.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PoliceInsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Police Insure