CoverForYou
CoverForYou is a Gibraltar-regulated, UK-focused digital insurance intermediary founded in 2001 that sells travel, gadget, and car hire excess insurance to individual UK consumers via its website and the major UK price-comparison aggregators, with policies underwritten by Inter Partner Assistance S.A. (AXA Group).
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What CoverForYou does
CoverForYou is a Gibraltar-incorporated, UK-facing digital insurance intermediary founded in 2001, operating as a trading name of Cover For You Insurance Group Limited and authorized by the Financial Services Commission in Gibraltar under Permission Number 5570. It sells three core lines of consumer insurance — travel (single trip, annual multi-trip, backpacker, cruise, winter sports, adventure, family, business, medical, and Schengen visa), gadget, and car hire excess — directly via coverforyou.com and through the four major UK price-comparison aggregators (CompareTheMarket, Confused.com, GoCompare, MoneySuperMarket). All policies are underwritten by Inter Partner Assistance S.A., part of the AXA Group, which carries the regulatory balance sheet and PRA/FCA oversight, while CoverForYou earns distribution margin as an intermediary.
The technology stack is built around digital self-service: an online quote-and-purchase flow, dedicated product microsites (gadget.coverforyou.com, che.coverforyou.com), and the TravelMate mobile app for policy documents, claims, translation, and emergency information. Adjacent product features include BagFinder (lost-baggage tracking), Doctor Please! (third-party telemedicine video consultations with UK doctors and local prescriptions), and a July 2026 launch of in-app VoIP calling with complimentary eSIM that addresses Wi-Fi-only travelers and post-Brexit EU roaming changes. The company claims 10M+ travelers insured across its four-brand group (CoverForYou, Cedar Tree, Outbacker, Insure and Escape), Defaqto 5 Star and Forbes Advisor 2022 Best Travel Insurance Provider ratings, and customer service metrics such as 90% of calls answered within 10 seconds.
The business model is commission-based: revenue is generated at point of policy purchase (single trip, annual multi-trip, backpacker, cruise, Schengen) or via monthly/annual rolling gadget contracts, with optional add-on modules (Travel Disruption, Sports & Activity Packs, Winter Sports, Cruise, cancellation upgrades up to £25,000). Pricing is value-positioned — adventure cover from £6.50, gadget cover claimed at up to 41% cheaper than mobile networks, car hire excess claimed at up to 95% cheaper than rental desks — and retention is driven by the CoverForYou Plus loyalty scheme (up to 20% discount, Discount Hub). Customer concentration is highly diversified across individual UK travelers with no disclosed enterprise or B2B accounts, and the firm has no external institutional capital, with ownership appearing to remain founder/management-held.
CoverForYou firmographics
Firmographics- Name
- CoverForYou
- Legal name
- Cover For You Insurance Group Limited
- Website
- https://coverforyou.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CoverForYou is a Gibraltar-regulated, UK-focused digital insurance intermediary founded in 2001 that sells travel, gadget, and car hire excess insurance to individual UK consumers via its website and the major UK price-comparison aggregators, with policies underwritten by Inter Partner Assistance S.A. (AXA Group).
- Ownership category
- akta.pro rank
CoverForYou industry classification
Industry- Product category
- Travel Insurance
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)
- akta.pro primary industry
- Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK)
- akta.pro secondary industries
- Travel & Accident (Non-Life) Insurance (FSAJAMAN), Trip Cancellation/Interruption & Refund Protection Platforms (THALALAB), Deductible/Waiver Options & Coverage Add-Ons (HSAKANAJ)
Keywords
Where CoverForYou is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
CoverForYou business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Travel Insurance Policies: Single trip, annual multi-trip, backpacker, cruise, and specialist travel insurance policies sold directly to consumers and through comparison websites. Premiums are paid at point of purchase.
- Gadget Insurance: Annual and monthly rolling gadget insurance policies covering damage, breakdown, loss and theft of electronic devices.
- Car Hire Excess Insurance: Policies covering car hire excess charges, including damage, tyre and windscreen cover, breakdown recovery and car key cover.
- Optional Add-on Covers: Additional premium options including Travel Disruption Cover, Sports & Activity Packs (Pack 1, 2, 3), Winter Sports, Cruise Cover, and cancellation coverage upgrades up to £25,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Travel Insurance - Multiple types and coverage levels |
| Subscription | Monthly | Gadget Insurance |
| Subscription | Pay-as-you-go | Car Hire Excess Insurance |
| Subscription | Annual | CoverForYou Plus Loyalty Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
CoverForYou product offering
Product offeringCore offering
CoverForYou is an online insurance intermediary that sells travel insurance, gadget insurance, and car hire excess insurance policies directly to UK consumers through its website and price comparison aggregators. Insurance products are underwritten by Inter Partner Assistance S.A. (part of the AXA Group), with the company operating under Financial Services Commission Gibraltar Permission Number 5570. Value-added services include the TravelMate app, Doctor Please! telemedicine, BagFinder lost baggage tracking, in-app VoIP calling, and complimentary eSIMs.
Product overview
CoverForYou is an online insurance specialist offering a portfolio of insurance products organized around three core lines: Travel Insurance (the primary product covering medical emergencies, trip cancellation, baggage, and adventure activities), Gadget Insurance (covering electronics damage and theft), and Car Hire Excess Insurance (covering rental car excess charges). The company operates a platform-plus-modules architecture where the core products serve as the foundation, enhanced by add-on services including CoverForYou Plus loyalty program, the TravelMate mobile app for policy management, BagFinder lost baggage tracking, Doctor Please! telemedicine video consultation service, and specialized sub-brands such as Cruise, Winter Sports, Adventure, Backpacker, Schengen, Family, Medical, and Business Travel Insurance. The recent addition of in-app VoIP calling and complimentary eSIM services extends their travel product with connectivity features.
Differentiator
Problem solved
Functional benefit
Brands
- CoverForYou Plus: A loyalty scheme offering up to 20% discount on travel insurance, exclusive offers, draws and discounts on popular brands through a Discount Hub.
Products and services
- Travel Insurance Comprehensive travel insurance for UK residents covering medical emergencies, trip cancellation up to £25,000, baggage, personal belongings, and personal liability. Available as Single Trip, Annual Multi-Trip, Backpacker, Cruise, Winter Sports, Adventure, Family, Business, Medical (pre-existing conditions), and Schengen Visa variants. Silver, Gold, and Platinum coverage tiers are offered; adventure travel insurance starts from £6.50. Includes 24-hour emergency medical helpline, 100+ sports and activities covered as standard, and zero excess options.
- Gadget Insurance
Quantifiable outcome
- 10 million+ travelers insured since 2001
- +4 more outcomes
Companies that use CoverForYou
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
CoverForYou technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
CoverForYou partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and major.
- Cedar Tree, Outbacker, Insure and EscapecoreFour travel insurance brands (including CoverForYou) jointly launched an in-app calling service using VoIP technology. Together they have insured more than 10 million travelers since 2001. The partnership also introduced complimentary eSIM services for policyholders.
- CompareTheMarket.commajorComparison website driving traffic and policy sales for CoverForYou travel insurance products
- Confused.commajorComparison website driving traffic and policy sales for CoverForYou travel insurance products
- GoCompare.commajorComparison website driving traffic and policy sales for CoverForYou travel insurance products
- MoneySuperMarket.commajorComparison website driving traffic and policy sales for CoverForYou travel insurance products
- Stripe and WorldpaycorePayment services providers for processing insurance policy payments. Stripe and Worldpay collect and process personal data for payment processing, analytics, and fraud detection.
- Doctor Please! AppcoreTelemedicine service integrated into CoverForYou offerings, providing video access to UK doctors for minor medical issues abroad with ability to issue local prescriptions.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
CoverForYou competitors and assessment
Company assessmentDirect peers
- InsureandGo: UK digital-first travel insurance specialist offering single-trip, annual multi-trip, and backpacker cover through direct and aggregator channels. Highly comparable GTM, product mix, and target customer to CoverForYou.
- Staysure: UK specialist travel insurance intermediary targeting older travelers and those with medical conditions. Closely comparable D2C digital model, comparison-website distribution, and product breadth to CoverForYou, though focused on a different age/medical niche.
- Columbus Direct: Long-established UK digital travel insurance specialist offering single-trip, annual, and family cover. Comparable D2C specialist positioning, though with a longer UK heritage and broader incumbent scale.
- Cedar Tree: Sister travel insurance brand operating within the same Cover For You Insurance Group alongside CoverForYou, sharing the in-app VoIP calling service and eSIM. Direct peer by definition — same ownership, tech stack, and underwriting.
- World Nomads: Specialist travel insurance for backpackers, adventure travelers, and long-stay global nomads. Directly comparable to CoverForYou's backpacker/adventure sub-brand with overlapping adventure-sports coverage emphasis.
- AllClear Travel Insurance: UK specialist travel insurance intermediary focused on travelers with pre-existing medical conditions. Comparable specialist intermediary positioning, digital D2C model, and aggregator distribution to CoverForYou.
Emerging players
- Battleface: Digital-first travel insurance provider emphasizing adventure/specialty coverage and modern UX. Emerging challenger with a comparable specialist-insurer digital model to CoverForYou, particularly around non-standard and adventure travel.
Broad incumbents
- Aviva: One of the UK's largest insurers offering travel insurance alongside home, motor, and life products. Broad incumbent competitor on aggregator panels and direct channels — overlaps with CoverForYou on travel but at materially greater scale and with full balance-sheet underwriting.
- Direct Line Group: Major UK personal-lines insurer offering travel insurance as part of a wider portfolio. Competes with CoverForYou on aggregator placement and direct channels; provides a benchmark for how incumbents approach the D2C travel insurance category.
Regional players
- Saga: UK specialist insurer targeting the over-50s market with travel insurance as a flagship product. Comparable specialist-intermediary positioning to CoverForYou but with a tightly defined customer segment and Saga-owned underwriting.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
CoverForYou compliance and trust
Trust signalCompliance2 records
CoverForYou financial estimates
Financial estimateRevenue estimate
Valuation estimate
CoverForYou leadership team
Management profileNumber of profiles
Profiles1 record
CoverForYou funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CoverForYou 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 CoverForYou
What does CoverForYou do?
CoverForYou is an online insurance intermediary that sells travel insurance, gadget insurance, and car hire excess insurance policies directly to UK consumers through its website and price comparison aggregators. Insurance products are underwritten by Inter Partner Assistance S.A. (part of the AXA Group), with the company operating under Financial Services Commission Gibraltar Permission Number 5570. Value-added services include the TravelMate app, Doctor Please! telemedicine, BagFinder lost baggage tracking, in-app VoIP calling, and complimentary eSIMs.
Is CoverForYou a public or private company?
CoverForYou is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CoverForYou founded?
CoverForYou was founded in 2001. It employs 11 to 50 people.
Where is CoverForYou based?
CoverForYou is headquartered in London, United Kingdom, in the Europe region.
How does CoverForYou make money?
Four revenue lines are on record. Travel Insurance Policies are the primary driver. The others are gadget Insurance, car Hire Excess Insurance and optional Add-on Covers.
Who are CoverForYou's main competitors?
Direct peers on record are InsureandGo, Staysure, Columbus Direct, Cedar Tree, World Nomads and AllClear Travel Insurance. Battleface is listed as an emerging player. Broad incumbents are Aviva and Direct Line Group. Saga is listed as a regional player.
Does CoverForYou have an API?
No public API is recorded for CoverForYou.
What industry is CoverForYou in?
CoverForYou's product category is Travel Insurance. Its primary akta.pro industry code is THALALAK, Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance, with a secondary code of FSAJAMAN, Travel & Accident (Non-Life) Insurance. Its NAICS code is 5242 and its SIC code is 6411.