Surewise

What Surewise does

Surewise is a UK-based insurance intermediary (legal entity Sure Wise Limited) founded in 2010 and headquartered in Hadleigh, Essex, specialising in niche personal-lines insurance that mainstream UK insurers underserve. The company's product portfolio spans four pillars: (1) Mobility Insurance covering mobility scooters, powered and manual wheelchairs, rollators, and cabin cars, with theft, accidental damage, third-party liability up to £5M, and 24/7 recovery options; (2) Carers Insurance covering self-employed carers, personal assistants, domiciliary carers, home-employment scenarios, and direct payments arrangements, including employers liability up to £10M and public liability up to £5M; (3) Storage Insurance (starting at £14.90/year with claims of being 70% cheaper than competitors); and (4) Home and Landlord Insurance. All policies are underwritten exclusively by The Salvation Army General Insurance Corporation (Sagic), giving Surewise an ethical-claims narrative that funds community projects. The company is authorised and regulated by the Financial Conduct Authority (FCA Firm Reference 618327).

The business operates a dual distribution model: direct-to-consumer via its website (secure.surewise.com) and an Essex-based phone sales/customer service team, supplemented by a B2B2C Direct Payments Partner Network that distributes employers liability and public liability policies through UK organisations managing care arrangements on behalf of local authorities. Partners receive a real-time online portal for policy setup, amendment, cancellation, and renewal, alongside a 24/7 Legal and HR hotline and a Resource Centre with training workbooks. Marketing channels include TV advertising (first UK insurer to advertise mobility scooter insurance on ITV/YouTube/social), an extensive blog resource centre, the Safer Mobility Campaign (partnered with Nottingham Trent University and Warwickshire Road Safety Partnership), social media, and Trustpilot reputation management (10,000+ reviews). Cumulative scale includes 140,000+ mobility scooters insured over the company's life. Headcount is 11-50, the company is privately held with no disclosed funding or external investors, and operations are UK-only.

Name

Surewise

Legal name

Sure Wise Limited

Website

https://surewise.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Surewise is a UK FCA-regulated insurance intermediary specialising in niche personal lines including mobility scooter, wheelchair, carers, storage, and home insurance, serving individual consumers and care-sector partner organisations with policies underwritten by Sagic.

Ownership category

akta.pro rank

Headquarters

HQ city

Benfleet

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobility Insurance Products: Surewise generates revenue through premium collections for specialised mobility insurance products including mobility scooter insurance, wheelchair insurance, rollator insurance, and cabin car insurance. Pricing follows subscription models with monthly or annual billing cycles. The company acts as an intermediary, with policies underwritten by The Salvation Army General Insurance Corporation Ltd (sagic).
2. Carers Insurance Products: Revenue is generated through various carers insurance products covering self-employed carers, home employment, direct payments arrangements, and domiciliary care. Products include employers liability, public liability, and legal expenses coverage. Premiums are collected monthly or annually with pricing starting from £6.49 per month for self-employed carer insurance.
3. Storage and Home Insurance: Additional revenue streams include storage insurance (starting from £14.90/year) and home insurance products for landlords. These are sold as annual subscription policies with flexible payment options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Surewise is a UK-based insurance intermediary that distributes specialised insurance products underwritten by The Salvation Army General Insurance Corporation Ltd (Sagic). Its portfolio covers mobility aids (scooters, wheelchairs, rollators, cabin cars), carers and personal assistants (self-employed, home employment, direct payments, domiciliary care), home and landlord properties, and personal storage. Products are sold through an online quote and policy management portal, by phone, and via a partner network for Direct Payments Insurance.

Product overview

Surewise is an insurance intermediary offering specialized insurance products primarily focused on mobility and carers sectors. The product portfolio consists of two main categories: (1) Mobility Insurance products including Mobility Scooter Insurance, Wheelchair Insurance, Powered Wheelchair Insurance, Rollator Insurance, Cabin Car Insurance, and Mobility Scooter Hire Insurance; and (2) Carers Insurance products including Self Employed Carer Insurance, Carers Insurance, Home Employment Insurance, Direct Payments Carer Insurance, Carer Employment Insurance, and Domiciliary Care Insurance. Additionally, Surewise offers Home Insurance, Landlords Buildings and Contents Insurance, and Storage Insurance products. All Carers policies are underwritten by The Salvation Army General Insurance Corporation Ltd (Sagic). The company operates an online quote and policy management portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobility Scooter Insurance Insurance coverage for mobility scooters protecting against theft, accidental damage, and vandalism, with optional extras for puncture cover and 24/7 recovery. Designed for individuals who use mobility scooters for daily independence.
• Wheelchair Insurance Insurance for manual and powered wheelchairs covering accidental damage, third-party liability, theft, vandalism, and international travel up to 90 days. Priced from £2.25/month.
• Powered Wheelchair Insurance Insurance coverage for powered wheelchairs protecting against loss, damage, theft, and third-party liability for individual users.
• Rollator Insurance Insurance for manual and electric rollators covering accidental damage, theft, vandalism, with public liability up to £2M and optional breakdown recovery. Priced from £1.90/month.
• Cabin Car Insurance Insurance coverage for cabin cars, a class of larger mobility vehicle, marketed alongside mobility scooter insurance products.
• Mobility Scooter Hire Insurance Insurance for businesses that rent out mobility scooters, covering third-party liability, loss, damage, and recovery services.
• Self Employed Carer Insurance Public liability insurance for self-employed carers and personal assistants, covering accidental injury, property damage, and legal expenses up to £5 million. Priced from £6.49/month.
• Carers Insurance Specialist insurance covering self-employed carers, personal assistants, domiciliary carers, and employers for public liability and employers liability.
• Home Employment Insurance Employers liability insurance for individuals who directly employ their own carers or personal assistants, covering up to £10 million with legal expenses and redundancy cover. Priced from £59/year.
• Direct Payments Carer Insurance Insurance for service users and carers arranged through direct payments schemes, covering employers liability up to £10 million and public liability up to £5 million.
• Carer Employment Insurance Insurance for businesses that employ carers, covering employers liability and public liability claims.
• Domiciliary Care Insurance Insurance for individuals performing domiciliary care tasks, covering liability and legal expenses.
• Home Insurance Buildings and contents insurance underwritten by Sagic, covering household risks for homeowners and tenants.
• Landlords Buildings and Contents Insurance Insurance coverage for landlords covering buildings and contents of rental properties against specified risks.
• Storage Insurance Insurance for belongings in self-storage facilities, starting from £14.90/year with instant certificate issuance.
• Container Storage Insurance Insurance coverage for belongings stored in shipping or storage containers.
• Storage Insurance for Students Affordable storage insurance specifically designed for students needing to insure belongings while away from home.

Quantifiable outcome

• Insured over 140,000 mobility scooters
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and major.

• The Salvation Army General Insurance Corporation Ltd (Sagic)coreTechnology or IntegrationSagic is the primary underwriter for Surewise insurance policies. Owned by The Salvation Army, Sagic enables Surewise to create specialist insurance products with ethical claims handling. When customers buy a policy, they help fund vital community projects across the UK.
• Nottingham Trent UniversitycoreStrategic or Co-development PartnerAcademic partner supporting the Safer Mobility Campaign, which advocates for mobility scooter user safety and Highway Code inclusion. Contributes research and expertise to campaign initiatives.
• Warwickshire Road Safety PartnershipcoreStrategic or Co-development PartnerRoad safety organisation supporting the Safer Mobility Campaign. Provides expertise on road safety issues affecting mobility scooter users and advocacy for regulatory changes.
• Direct Payments Partner OrganisationsmajorChannel Partner/ Reseller/ DistributorMultiple UK organisations partnered with Surewise for Direct Payments Insurance distribution. Partners receive comprehensive insurance packs, online real-time portal access, 24/7 Legal and HR hotline, and Direct Payments Resource Centre access with training workbooks and guides.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Saga: UK insurance and financial services group serving the over-50s demographic. Overlaps with Surewise's mobility-user audience at a much broader portfolio scale, making it an incumbent alternative in the same customer cohort.
• Direct Line Group: Major UK personal-lines insurer with home and motor brand portfolio. Competes in adjacent home/general-insurance categories and could extend into niche mobility and liability cover.
• Aviva: Major UK general insurer offering home, mobility, and care-related cover alongside broader personal lines. Represents large-carrier competition that can expand into Surewise's niches from a national distribution platform.
• Towergate Insurance: Large UK insurance broker serving personal and commercial clients including specialist niches. Comparable brokerage model at much greater scale with multi-carrier access.

Direct peers

• Adrian Flux: UK specialist insurance broker arranging niche personal and commercial cover including mobility vehicles and caravans. Same specialist-intermediary model with overlapping product adjacencies.
• Mark Bates Ltd: Family-run UK insurance provider specializing in mobility scooter, wheelchair, and disability-related cover. Closely overlapping product set, distribution model (intermediary/broker), and UK target customer base as Surewise.
• Equesure: UK specialist insurance broker serving niche personal lines including mobility, horse, and home-from-home cover. Comparable as another UK specialist intermediary with similar distribution and underwriting-broker model.
• Fish Insurance: UK specialist insurance broker focused on niche personal lines including mobility, caravan, and motorbike cover. Directly comparable as a UK-based specialist intermediary selling mobility-related insurance to consumers.
• Premier Care: UK care provider that also arranges direct-payment and carer insurance solutions. Comparable overlap in the carers and Direct Payments insurance segment Surewise serves.

Others

• Sagic (Salvation Army General Insurance Corporation): UK insurer owned by The Salvation Army, currently the primary underwriter behind Surewise products. Treated as an ecosystem 'others' peer rather than competitor due to the underwriting partnership relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/surewiseuk
• Facebookfacebook.com/surewiseltd
• LinkedInlinkedin.com/company/sure-wise-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Surewise