What Pedalcover does

Pedal Cover is a UK-based specialist insurance provider operating exclusively for cyclists, trading as a style of Kingswood Insurance Brokers Ltd (Company No. 05081538, FCA-authorised no. 550254). The company, launched in 2014 and headquartered in Ewenny, Wales, sells three product lines through a direct-to-consumer model: standalone bicycle insurance on flexible monthly terms, home contents and buildings insurance tailored for cycling households, and cycle travel insurance for cyclists travelling abroad. Underwriting and claims administration for cycle-only policies are conducted under a delegated authority agreement with The Plan Group Ltd, while travel claims are supported by Healix for emergency medical assistance. The business is intermediated by Pedal Cover, which earns brokerage commission on placed premiums and additional fees from premium-finance arrangements via Premium Credit Ltd.

Distribution combines an online self-serve quote platform (insurance.pedalcover.co.uk), phone support, and affinity partnerships with cycling organisations including Beicio Cymru (Welsh Cycling), Welsh Triathlon, Walk Wheel Cycle Trust, and Sustrans. Pricing is quote-based and not publicly disclosed; policies are available on monthly rolling or annual terms, with member discounts through affinity partners and mid-term adjustment or cancellation fees of £30. The claims function is positioned as the primary differentiator: it is staffed by former bike mechanics and cycling industry specialists rather than generalist call-centre agents, holds key parts in-house to expedite repairs, and prioritises repair-first outcomes over write-offs.

The company has accumulated regional and national recognition, including Wales Start-up of the Year (2016), Entrepreneur Wales Award (2016), a National Business Awards shortlisting (2016), and inclusion in the UK's 100 most innovative new businesses. There is no disclosed institutional funding, parent company, or headcount, and no quantitative revenue or premium-volume data is publicly available.

Name

Pedalcover

Legal name

Kingswood Insurance Brokers Ltd

Website

https://pedalcover.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Pedal Cover is a UK specialist insurance intermediary selling bicycle, cycling-focused home, and cycle travel insurance directly to individual cyclists and via affinity partnerships with UK cycling organisations, operating under FCA regulation.

Ownership category

akta.pro rank

Headquarters

HQ city

Vale of Glamorgan

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Collection of insurance premiums from bicycle insurance, home insurance for cyclists, and cycle travel insurance policies. Revenue generated through monthly or annual premium payments from policyholders.
2. Brokerage Commissions: Pedal Cover acts as insurance intermediary receiving commission from insurers for placing business. Commission is a percentage of premium charged to customers.
3. Premium Finance Arrangement: Arranging premium instalment facilities through Premium Credit Ltd, earning variable commission from the premium finance provider.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pedalcover provides specialist insurance products designed exclusively for cyclists in the UK. Operating as a trading name of Kingswood Insurance Brokers Ltd, an FCA-regulated insurance broker, the company offers bike-only insurance, home insurance tailored for cyclists covering buildings and contents, and cycle travel insurance. Its products are aimed at individual cycling enthusiasts whose bicycles, gear, and travel require coverage beyond what standard home or general travel insurance typically provides.

Product overview

Pedalcover offers three specialist insurance products designed exclusively for cyclists: (1) Bicycle Insurance (Bike Only) — flexible standalone monthly cover for theft, accidental damage, and liability; (2) Home Insurance for Cyclists — available as buildings & contents or contents-only, with specialist cycle cover built in as standard; and (3) Cycle Travel Insurance — travel cover for cyclists abroad when cycling is the primary trip purpose, covering medical, cancellation, and cycling-specific risks. All three products share a cyclist-specialist claims team comprising former mechanics and cycling industry experts.

Differentiator

Problem solved

Functional benefit

Products and services

• Bicycle Insurance (Bike Only)

Quantifiable outcome

• Fewer disputes over specifications, upgrades, or replacements due to cyclist-specialist claims handling
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Beicio Cymru (Welsh Cycling)coreGTM or Marketing PartnerPartnership with Welsh Cycling organization offering Beicio Cymru members exclusive 15% discount on all Pedal Cover policies. Cover available for bike collections valued up to £50,000. Includes collaborative content such as MTB setup tips with Jess Duffield and competitions like Bike Park Wales uplift day giveaways.
• Welsh TriathloncoreGTM or Marketing PartnerPartnership with Welsh Triathlon offering member insurance benefits. Includes ambassador program featuring Welsh Triathlon Super Series ambassadors.
• SustransminorGTM or Marketing PartnerNew partnership announcement with Sustrans, the walking and cycling charity, for cycling community engagement.
• Walk Wheel Cycle TrustminorGTM or Marketing PartnerMember insurance partnership with Walk Wheel Cycle Trust offering specialist cycling insurance to trust members.
• The Plan Group LtdcoreStrategic or Co-development PartnerPedal Cover cycle-only policies are placed as sub-agent of The Plan Group Ltd which acts under delegated authority agreement for underwriting and claims. Critical operational partnership for policy administration.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• LV= General Insurance: Established UK home, motor, and travel insurer with cycling cover included within contents policies. A broad incumbent operating adjacent to Pedal Cover's specialist positioning.
• Direct Line Group: Major UK general insurance provider across home, motor, and travel. Comparable home/contents and travel insurance offerings that intersect with Pedal Cover's suite.
• Admiral: Largest UK personal-lines insurer, offering home and contents policies that frequently include bike cover. A broad incumbent whose bundled products compete for the same household insurance wallet.

Emerging players

• Laka: UK-based collective cycling insurance with a digital-first, mutual-style model. Comparable cycling-only focus but differentiated via peer-to-peer claims pooling and app-native experience.

Direct peers

• Cycleplan: UK specialist cycle insurance broker covering bikes, accessories, and riders. Similar niche positioning and affinity-style distribution to Pedal Cover.
• Bikmo: UK-based specialist bicycle and e-bike insurance provider, operating a broker/intermediary model with cycling-focused claims handling. Directly comparable to Pedal Cover in target customer, product mix (bike-only and contents), and value proposition.
• Velosure: UK bicycle insurance specialist selling direct online cover for road, mountain, and electric bikes. Comparable direct-to-consumer motion and cycling-only focus.
• Yellow Jersey: UK specialist cycle insurance broker offering bike, home contents, and travel cover for cyclists. Closely comparable product suite, distribution model, and target segment to Pedal Cover.
• Evans Cycles Insurance: Major UK bike retailer offering insurance products alongside bike sales. A specialist-distribution competitor combining retail reach with cycling-focused cover.
• Bike Insure: UK specialist bicycle insurance provider offering theft and accidental damage cover. Comparable product focus and direct-to-consumer online distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Pedalcover
• Facebookfacebook.com/pedalcoverinsurance
• LinkedInlinkedin.com/company/pedalcover-ltd
• Instagraminstagram.com/pedalcover

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 Pedalcover