1st Choice INSURANCE

What 1st Choice INSURANCE does

1st Choice Insurance (legal entity Broker Business Direct Ltd, incorporated in England and Wales under company number 08273092) is an independent commercial insurance intermediary authorised and regulated by the Financial Conduct Authority under firm reference 709115, headquartered in Shrewsbury, UK. The firm operates across four primary product lines — Commercial Motor (fleet, HGV, courier, minibus, plus 20+ specialised vehicle sub-classes), Business Insurance (commercial combined, cyber, employers liability, public liability, professional indemnity), Property Insurance (commercial, investment, unoccupied, landlord), and Tradesman Insurance (contractors combined, roofers, scaffolders, electricians, gardeners) — and supplements them with five value-add services: Connected Cameras, Driver Training & Risk Assessment, Fleet Management & Compliance, Telematics, and Fuel Cards. Distribution is sales-led via phone, online quote forms and callback requests, targeting UK SMBs across transport, trades, hospitality, retail, healthcare and property.

The firm does not underwrite risk; rather it accesses a panel of 80+ UK insurers (Towergate, Zurich, Allianz, Aviva, AXA, NIG, QBE among them) to compare and recommend coverage. Revenue is generated from brokerage fees of 10% of insurer underwritten premium (minimum £75; up to 20% on net-rated policies), administration fees (mid-term adjustments up to £50-£100, cancellation £50, add-on £10, rebuild assessment £22.25), and referral commissions from three premium-finance partners (Close Brothers Premium Finance, Premium Credit Limited, Investec Bank Plc). The firm also operates a Partner Broker relationship with BBPS Ltd (FCA reference 307079) and lead-referral arrangements with Policy Link and Wiser Connect Ltd. Customer base is reported at 3,000+ with 1,800+ five-star reviews and a stated 98% satisfaction rate; headcount sits between 38 (homepage) and the 51-100 firmographic band, led by Managing Director Callum Watkins. The company has no disclosed funding rounds, parent group, or M&A activity, and is privately held.

Name

1st Choice INSURANCE

Legal name

Broker Business Direct Ltd

Website

https://1stchoiceinsurance.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

1st Choice Insurance is a UK FCA-authorised independent commercial insurance broker intermediating policies across a panel of 80+ insurers for SMBs in transport, trades, hospitality, retail, healthcare and property, with add-on fleet risk-management services.

Ownership category

akta.pro rank

Product category

Commercial Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industries

Commercial Auto & Fleet Insurance (FSAJAMAB), Mid-Market Commercial Package (Package Policies) (FSAJAFAB), General Liability Insurance (FSAJAMAE)

Keywords

• Commercial insurance broker
• Fleet insurance services
• Business liability insurance
• Tradesman insurance
• Commercial property insurance

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Brokerage fees: Charges a brokerage fee of 10% of the insurers underwritten premium (inclusive of Insurance premium tax) but no less than £75. For net rated policies, charges no more than 20% of the insurers underwritten premium. Receives commission from insurers when placing business and from finance providers when arranging finance.
2. Premium finance arrangement fees: Arranges premium financing through Close Brothers Premium Finance, Premium Credit Limited, and Investec Bank Plc, receiving remuneration from these finance providers.
3. Policy administration fees: Charges various administration fees including £22.25 for rebuild assessment, up to £50 for mid-term adjustments on one policy, up to £100 for 2+ policies, £50 cancellation fee, and £10 for add-on policy fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

1st Choice Insurance is an independent UK commercial insurance broker that arranges insurance coverage on behalf of businesses by accessing a panel of 80+ insurance providers. The company specializes in commercial motor insurance (fleet, HGV, courier, minibus, haulage), business insurance (public liability, employers liability, commercial combined, cyber, professional indemnity), property insurance (commercial, investment, unoccupied), and tradesman insurance (contractors, roofers, scaffolders, gardeners, electricians, locksmiths). It supplements its brokerage with value-added services including connected cameras, telematics, fuel cards, fleet management and compliance, and driver training and risk assessment.

Product overview

1st Choice Insurance is an independent commercial insurance broker offering a comprehensive portfolio of insurance products and risk management services. The core offering consists of Commercial Motor Insurance (including Fleet, HGV, Courier, and Minibus coverage), Business Insurance (encompassing Commercial Combined, Cyber, Employers Liability, and Public Liability), Property Insurance (covering Commercial Property, Investment Property, and Unoccupied Property), and Tradesman Insurance (including Contractors All Risk, Roofers, Scaffolding, and Gardeners coverage). The company differentiates through additional value-added services including Connected Cameras, Driver Training & Risk Assessment, Fleet Management & Compliance, Telematics, and Fuel Cards, which complement their insurance offerings. Operating as a broker rather than an insurer, they access over 80 insurance providers to tailor coverage for businesses across various sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Motor Insurance Insurance coverage for vehicles used for commercial purposes including vans, taxis, trucks, and specialist commercial vehicles, arranged through the broker's 80+ provider panel.
• Fleet Insurance Insurance for businesses operating multiple commercial vehicles under a single policy.
• HGV and Lorry Insurance Specialist insurance for heavy goods vehicles and lorries used in haulage and transport operations.
• Courier Insurance Insurance for courier and delivery businesses operating vehicles for transporting parcels and goods.
• Minibus Insurance Insurance for vehicles carrying between 9 and 16 passengers for schools, charities, and transport services.
• Business Insurance Comprehensive business insurance covering various commercial risks and liabilities for businesses of all sizes, including sectors such as hospitality, retail, manufacturing, healthcare, and offices.
• Commercial Combined Insurance Combined insurance policy covering multiple business risks under a single policy.
• Cyber Insurance Protection against cyber attacks, data breaches, ransomware, and IT system failures for businesses.
• Employers Liability Insurance Legal requirement insurance covering claims from employees for work-related injuries or illness.
• Public Liability Insurance Protection against claims from third parties for injury or property damage caused by business activities.
• Property Insurance

Quantifiable outcome

• 98% customer satisfaction rate
• +1 more outcomes

Named customers5 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• BBPS LtdcoreChannel Partner/ Reseller/ DistributorBBPS Ltd is a Partner Broker providing access to products and services. They are an independent insurance intermediary authorised and regulated by the FCA (reference 307079). BBPS Ltd handles all client money in a trust account.
• Policy LinksupportingChannel Partner/ Reseller/ DistributorLead generation partner to whom leads may be transferred when 1st Choice Insurance is uncompetitive.
• Wiser Connect LtdsupportingChannel Partner/ Reseller/ DistributorLead generation partner to whom leads may be transferred when 1st Choice Insurance is uncompetitive.
• Towergate InsurancesupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• ZurichsupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• AllianzsupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• AvivasupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• AXAsupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• NIGsupportingOthersInsurance provider panel of 80+ companies including major UK insurers.
• QBEsupportingOthersInsurance provider panel of 80+ companies including major UK insurers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Marsh: Global insurance broker and risk advisor with significant UK commercial insurance intermediation across commercial motor, property, and casualty lines, representing the larger incumbent end of the same market.
• Aon: Global insurance and reinsurance broker with UK operations covering commercial, motor, and property risks via intermediation, operating at significantly larger scale but in the same fundamental category.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with substantial UK commercial lines operations, comparable intermediation model but serving a much broader client base including mid-market and corporate.
• Howden: Global insurance broker with strong UK retail and commercial presence, operating a broad multi-line intermediation model that overlaps with 1st Choice Insurance's commercial and motor offerings at larger scale.

Direct peers

• Simply Business: UK-focused online commercial insurance broker placing small business and tradesman cover across multiple insurer panels, directly competing for the same tradesman, property, and commercial motor SMB customers.
• Adrian Flux: UK specialist insurance broker focused on niche and non-standard commercial and personal lines including motor trade and fleet, comparable in its specialism-led, multi-insurer intermediation approach.
• BIB Insurance Brokers: UK independent commercial insurance broker placing business, motor, and property cover for SMEs across multiple insurer panels, a close comparable in size, customer segment, and intermediation model.
• A-Plan Insurance: UK high-street commercial and personal lines insurance broker with multiple branches and a comparable multi-line, multi-insurer intermediation model serving SMB and consumer customers.
• Towergate Insurance: Large UK commercial insurance broker placing business, motor, and property cover for SMEs and corporates across an extensive insurer panel, broadly overlapping with 1st Choice Insurance's product mix and target market.

Emerging players

• Superscript: UK-based digital-first commercial insurance broker offering small business cover with embedded technology and a multi-insurer panel, an emerging competitor targeting the same SMB commercial insurance buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwyvb4CnLsSXPYWHkR38SXw
• Facebookfacebook.com/1stChoiceInsuranceUK
• LinkedInlinkedin.com/company/1st-choice-insurance-uk
• Instagraminstagram.com/1stchoiceinsuranceuk
• TikToktiktok.com/@1stchoiceinsuranceuk
• Xx.com/1stChoiceInsur

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 1st Choice INSURANCE