City Insurance Group
City Insurance Group is an FCA-authorised independent UK insurance broker founded in 1989, based in Winchester, distributing business, landlord, property and personal insurance lines to 10,000+ clients through a panel of 30+ UK insurers.
- Company typePrivate
- Founded1989
- HeadquartersWinchester, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What City Insurance Group does
City Insurance Group is an independent UK insurance broker operating from Winchester under the legal entity City Broking Ltd. Founded in 1989 and authorised by the Financial Conduct Authority (Firm Reference No. 520574), the firm has operated continuously for over 35 years and serves a stated base of 10,000+ clients across personal, commercial, landlord, and property owner segments. Headcount is reported in the 11-50 range, consistent with a regional sub-£10M-revenue independent brokerage.
The firm distributes four principal product lines: business insurance (public and employers liability, commercial combined, cyber, motor fleet, shop, office, trade credit), landlord insurance (residential, commercial, mixed-use, vacant), property insurance (private client, mid-to-high-value, standard, vacant, renovation), and personal insurance (car, van, motorbike, home, travel). Underwriting is delivered through a panel of 30+ UK insurers including Aviva, AXA, Zurich, Allianz, Hiscox, Markel, AIG, Covea, ERS and KGM. Technology is limited to online quote-and-buy comparison engines and a website contact layer; there is no proprietary platform, no mobile app, no API, and no disclosed AI or machine-learning component.
Revenue is generated through three streams: (i) commission paid by insurers on placed premium, (ii) administration fees disclosed at £35-£75 per policy, and (iii) commission from a Close Brothers Premium Finance partnership for financed premium distribution. An additional referral arrangement with Winn Solicitors supports 24-hour motor claims handling. Distribution is multi-channel: phone-based advisory, online self-service quote engines, and in-person servicing, with no reliance on a single acquisition channel.
City Insurance Group firmographics
Firmographics- Name
- City Insurance Group
- Legal name
- City Broking Ltd
- Website
- https://cityinsurance.co.uk
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- City Insurance Group is an FCA-authorised independent UK insurance broker founded in 1989, based in Winchester, distributing business, landlord, property and personal insurance lines to 10,000+ clients through a panel of 30+ UK insurers.
- Ownership category
- akta.pro rank
Where City Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Winchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
City Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Commission: City Insurance Group earns commission from insurers when placing business. Commission amounts vary but are disclosed to clients. In most cases they are paid commission from an insurer, though in some circumstances they may charge a fee instead of commission or a combination of both.
- Administration Fees: Consumer fees: £35 for new business, renewal, and mid-term adjustments. Non-consumer fees vary by premium band: £35 for premiums up to £500, £50 for £501-£1000, £75 for £1001-£2500, and custom fees for premiums over £2500. Cancellation fees of £50-£75 also apply.
- Premium Finance Commission: When arranging premium finance through Close Brothers Premium Finance for clients paying in instalments, City Insurance receives commission for their assistance in putting the financing in place.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Legal Expenses Add-on |
| Unit Pricing | Annual | Excess Protection |
| Subscription | Annual | Breakdown Cover |
| Other | Per transaction | Consumer Administration Fees |
| Other | Per transaction | Non-Consumer Commercial Fees |
| Other | Annual | No Claims Bonus Discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
City Insurance Group product offering
Product offeringCore offering
City Insurance Group is an independent insurance broker that compares cover from over 30 leading UK insurers and arranges tailored insurance policies for businesses, landlords, property owners, and individual consumers. Core offerings span business insurance (public liability, employers' liability, commercial combined, trade credit, cyber, motor fleet, shop and office), landlords insurance (residential, commercial, mixed-use, vacant let), property insurance (private client home, prestige home, vacant home, renovations), and personal insurance (car, van, motorbike, home, travel, learner driver, expat). Service is delivered through FCA-regulated UK advisors via phone, online quote engines, and in-person consultation at the Winchester, Hampshire office.
Product overview
City Insurance Group is an independent insurance broker offering a comprehensive portfolio of insurance products across four main categories: Business Insurance (including public liability, employers liability, trade credit, commercial combined, office, cyber, motor fleet, and shop insurance), Landlords Insurance (residential, commercial, mixed use, and vacant property), Property Insurance (private client home, prestige home, vacant home, and renovations), and Personal Insurance (car, van, motorbike, home, and travel). The company operates as a traditional insurance intermediary model rather than a unified software platform, comparing quotes from over 30 leading UK insurers to arrange tailored coverage. Optional add-on products including legal expenses, excess protection, breakdown cover, and home emergency are available to enhance core policies. The service is delivered through UK-based advisors with FCA regulation and access to specialist insurers for complex risks.
Differentiator
Problem solved
Functional benefit
Products and services
- Public Liability Insurance Flexible public liability insurance tailored for trades, professionals, and service-based businesses covering third-party injury and property damage claims.
- Employers' Liability Insurance Protection for businesses against employee claims for injury or illness related to their work, including legal defence costs and compensation awards.
- Trade Credit Insurance Insurance protecting businesses when customers fail to pay for goods or services supplied on credit terms, covering non-payment from insolvency, protracted default, and refusal to pay.
- Commercial Combined Insurance Bespoke commercial insurance solution combining business property, contents, material damage, public and employers liability, revenue protection, contract works, and tools.
- Office Insurance Package policy for office-based businesses covering all risks contents, business interruption, goods in transit, money, public and products liability, employers liability, and legal expenses.
- Cyber Insurance Protection against cyber incidents including incident response, data breaches, business interruption, cyber extortion, systems recovery, and reputation management.
- Motor Fleet Insurance Affordable, flexible cover for business vehicles under one policy with ability to add or remove vehicles, covering cars, vans, trucks, HGVs, and minibuses.
- Shop Insurance Online retail insurance covering shops and hospitality businesses with stock and contents protection, liability covers, equipment breakdown, and business interruption.
- Residential Landlord Insurance Purpose-built property insurance for residential landlords covering buildings, contents, legal liabilities, tenant damage, and loss of rent.
- Commercial Landlord Insurance Commercial property insurance protecting against damage to buildings, fixtures, fittings, loss of rent, property owners liability, and terrorism.
- Mixed Use Landlord Insurance Specialist insurance for mixed commercial and residential buildings covering both elements under one tailored policy.
- Vacant Let Property Insurance Specialist cover for empty rental properties during void periods, covering buildings, liability, malicious damage, and escape of water.
- Private Client Home Insurance Tailored high value home insurance with specialist insurers covering buildings, contents, fine art, jewellery, and worldwide all risks.
- Prestige Home Insurance Mid to high value home insurance with bespoke buildings and contents cover, fine art and valuables protection, and optional cyber insurance.
- Vacant Home Insurance Insurance for unoccupied homes awaiting sale, probate, or renovation, covering buildings, liability, fire, flood, storm, and malicious damage.
- Property Renovations Insurance Insurance for properties undergoing renovation protecting buildings, liability, materials, and covering fire, flood, theft, and malicious damage risks.
- Car Insurance Flexible car insurance with competitive cover, no claims bonus discounts up to 70%, and optional extras including courtesy car, motor legal protection, windscreen cover, and breakdown assistance.
- Van Insurance Van insurance for business or personal use with comprehensive, TPFT, or TPO options, flexible driver options, and optional breakdown and legal cover.
- Motorbike Insurance Motorcycle insurance with flexible cover options including comprehensive or TPFT, helmet and leather cover, breakdown, legal expenses, agreed value, and multi-bike options.
- Home Insurance Standard home insurance with buildings and contents cover, all risks for possessions outside the home, accidental damage options, and home emergency cover.
- Travel Insurance Travel cover for holidays and business trips with emergency medical expenses, cancellation and curtailment, baggage, personal liability, and 24/7 assistance.
- Learner Driver Insurance Specialist provisional licence car insurance allowing learners to practise driving without affecting the vehicle owner's no claims bonus.
- Expat Car Insurance Specialist car insurance for returning expats, accepting foreign no claims bonus and international driving experience.
- No No Claims Bonus Car Insurance Introductory bonus scheme offering up to 70% equivalent no claims discount for drivers without an existing no claims bonus.
- Legal Expenses Cover (Add-on) Optional car insurance extra covering legal costs up to £100,000 for non-fault claims including personal injury, vehicle repair, and excess recovery.
- Excess Protection (Add-on) Motor excess protection reimbursing policy excess following successful settlement of eligible physical damage claims, available at various coverage levels.
- Breakdown Cover (Add-on) Annual breakdown cover with options for UK recovery, UK and home assistance, and UK home and EU recovery including 31 days European cover.
- Home Emergency Cover (Add-on) Urgent household assistance for boiler breakdown, burst pipes, plumbing issues, or loss of heating and power.
- Family Legal Protection (Add-on) Legal expenses insurance for consumer disputes, neighbour issues, and insured legal costs related to home.
- Motor Legal Protection (Add-on) Motor legal expenses cover for uninsured losses recovery and legal fees up to £100,000.
Quantifiable outcome
- 4.6/5.0 average customer rating based on client feedback
- +2 more outcomes
Companies that use City Insurance Group
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
City Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
City Insurance Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and supporting.
- AvivacorePrimary insurance partner providing commercial and personal insurance products. Listed among key insurance partners on business insurance page alongside other major UK insurers.
- AXAcoreKey insurance partner providing commercial and personal insurance products. Listed among leading insurers on business insurance page.
- ZurichcoreMajor insurance partner providing commercial and personal insurance products. Listed among key insurance partners.
- AllianzcoreKey insurance partner providing commercial and personal insurance products across multiple lines.
- HiscoxcoreSpecialist insurer partner providing commercial insurance products. Listed among key insurance partners on business page.
- MarkelcoreSpecialist insurer partner providing commercial insurance products. Listed among key insurance partners.
- Winn Solicitors (Winn Assist)coreOperates 24-hour motor claims helpline on behalf of City Insurance Group. Provides accident management services, legal representation, credit repair, and credit hire services for motor claims. Regulated by Solicitors Regulation Authority (SRA No. 00400385).
- AIGsupportingInsurance partner providing commercial insurance products. Listed among key insurance partners.
- CoveasupportingInsurance partner providing commercial and personal insurance products. Listed among key insurance partners.
- ERSsupportingInsurance partner providing motor fleet and commercial insurance products. Listed among key insurance partners.
- KGMsupportingInsurance partner providing commercial insurance products. Listed among key insurance partners.
Scale indicators5 records
Recent moves6 records
Expansion highlights3 records
City Insurance Group competitors and assessment
Company assessmentRegional players
- Bruce Stevenson Insurance Brokers: UK independent insurance broker serving commercial and private clients with personal service model. Comparable in independent brokerage positioning and multi-line offerings, though concentrated in Scotland rather than Southern England.
Direct peers
- BIB Insurance Brokers: UK commercial insurance broker serving SME clients with tailored business packages. Comparable to City Insurance's commercial lines business and personal advisory model.
- Quoteline Direct: UK insurance broker specialising in personal lines (motor, home, travel) with multi-carrier comparison. Comparable in product mix and UK consumer focus but with stronger digital orientation than City Insurance.
- Swinton Insurance: Long-established UK insurance broker serving consumer and SME markets with multi-carrier arrangements and personal service. Similar in scale, model, and customer profile to City Insurance Group.
- A-Plan Insurance: UK high-street insurance broker offering personal and commercial lines through a multi-carrier advisory model. Comparable to City Insurance in product breadth, customer segments (SME and consumer), and commission-based revenue economics.
- Adrian Flux: Specialist UK insurance broker with strong personal lines focus including non-standard motor, home, and travel. Comparable to City Insurance in multi-carrier brokerage model and UK-only footprint, with overlapping niche segments like learner/expat driver cover.
Broad incumbents
- Howden Insurance Brokers (UK): Larger UK insurance broker with multi-line personal and commercial offerings and broader geographic reach. Comparable product set but materially larger scale and PE-backed ownership (Hyperion).
- Towergate Insurance: Large UK insurance broker and intermediary group with extensive commercial and personal lines offerings. Comparable multi-line portfolio but at significantly larger scale and with broader distribution than City Insurance.
- Marsh UK: Global insurance broker with substantial UK presence serving commercial and corporate clients. Comparable in offering commercial combined, cyber, and specialty products but operates at materially larger scale with broader international reach.
Emerging players
- Simply Business: Digital-first UK insurance broker targeting SMEs with quick online quote-bind experiences. Comparable SME commercial focus but with technology-led model rather than phone advisory, representing a strategic alternative to City Insurance's traditional model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
City Insurance Group social profiles
Digital presenceCity Insurance Group compliance and trust
Trust signalCompliance2 records
City Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
City Insurance Group leadership team
Management profileNumber of profiles
Profiles1 record
City Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
City Insurance Group 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 City Insurance Group
What does City Insurance Group do?
City Insurance Group is an independent insurance broker that compares cover from over 30 leading UK insurers and arranges tailored insurance policies for businesses, landlords, property owners, and individual consumers. Core offerings span business insurance (public liability, employers' liability, commercial combined, trade credit, cyber, motor fleet, shop and office), landlords insurance (residential, commercial, mixed-use, vacant let), property insurance (private client home, prestige home, vacant home, renovations), and personal insurance (car, van, motorbike, home, travel, learner driver, expat). Service is delivered through FCA-regulated UK advisors via phone, online quote engines, and in-person consultation at the Winchester, Hampshire office.
Is City Insurance Group a public or private company?
City Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was City Insurance Group founded?
City Insurance Group was founded in 1989. It employs 11 to 50 people.
Where is City Insurance Group based?
City Insurance Group is headquartered in Winchester, United Kingdom, in the Europe region.
How does City Insurance Group make money?
Three revenue lines are on record. Insurance Commission is the primary driver. The others are administration Fees and premium Finance Commission.
Who are City Insurance Group's main competitors?
Bruce Stevenson Insurance Brokers is listed as a regional player. Direct peers are BIB Insurance Brokers, Quoteline Direct, Swinton Insurance, A-Plan Insurance and Adrian Flux. Broad incumbents are Howden Insurance Brokers (UK), Towergate Insurance and Marsh UK. Simply Business is listed as an emerging player.
Does City Insurance Group have an API?
No public API is recorded for City Insurance Group.