Geoffrey Insurance Services

What Geoffrey Insurance Services does

Geoffrey Insurance Services is a UK direct-to-consumer motor insurance provider that operates as a trading name of BISL Limited, an FCA-authorised private limited company (FRN 308896) registered in England. Since July 2015 it has been part of the Markerstudy Group of Companies, a privately held diversified insurance group headquartered in Bessels Green, Kent, with approximately 5,000 staff across the UK. Geoffrey's registered office is at Fusion House, Bretton, Peterborough, and the business has been operating since 2008.

The product portfolio is concentrated on car insurance, sold through two tiers — Geoffrey Plus (premium/comprehensive) and Geoffrey Essentials (entry-level) — supplemented by short-term Learner Driver Insurance (30/60/90-day periods) and a range of optional extras including European breakdown cover, windscreen cover, legal assistance, courtesy car, personal accident, and protected no-claims bonus. Van insurance was discontinued for new business on 14 August 2019 and pet insurance was rebranded to Purely Pets under sister entity Insurance Factory Limited; both legacy books continue to be serviced. Underwriting and policy administration are supported by an online quote and self-service portal at geoffrey.insure-systems.co.uk, with webchat and contact-centre support.

Geoffrey operates a direct-only distribution model: customers obtain quotes and manage policies through the website, while a UK-based contact centre and webchat handle sales, renewals, amendments, and 24-hour motor claims. Auto Windscreens is the preferred authorised specialist for windscreen and glass claims. Revenue is generated through recurring monthly or annual insurance premiums on the car book, with no broker, comparison-site, or third-party intermediation. The company does not publish revenue, headcount specific to the Geoffrey division, or any AI/ML capabilities.

Name

Geoffrey Insurance Services

Legal name

BISL Limited

Website

https://geoffreyinsurance.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Geoffrey Insurance Services is a UK direct-to-consumer motor insurer (a trading name of BISL Limited) selling car insurance to individual motorists online, supported by webchat and phone service within the Markerstudy Group.

Ownership category

akta.pro rank

Product category

Personal Auto Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

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

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Pet Insurance (FSAJAMAO)

Keywords

• Car insurance
• Motor insurance
• Learner driver insurance
• Direct insurance
• Pet insurance

Headquarters

HQ city

Prospect

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Car Insurance Premiums: The primary revenue stream comes from arranging and administering car insurance policies. Customers pay recurring premiums (monthly or annually) for comprehensive, third-party fire and theft, and third-party only coverage options.
2. Van Insurance Premiums: Van insurance policies (no longer offered for new business since August 2019, existing customers still serviced). Revenue from existing van policy renewals.
3. Pet Insurance Premiums: Pet insurance policies rebranded to Purely Pets brand. Geoffrey no longer offers new pet insurance business under their brand but continues to service existing customers through the Purely Pets website.
4. Optional Extras: Additional coverage options such as European Breakdown Cover, legal assistance, courtesy car, personal accident cover, windscreen cover, and protected no-claims bonus add to revenue per policy.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Geoffrey Insurance Services is a UK direct-to-consumer online motor insurance provider selling car insurance (Geoffrey Plus and Geoffrey Essentials tiers) with comprehensive, third-party fire and theft, and third-party only coverage options. It also offers short-term Learner Driver Insurance (30, 60, or 90-day periods) and a range of optional extras such as European Breakdown cover, windscreen cover, legal assistance, courtesy car, personal accident cover, and protected no-claims bonus, all distributed online and via phone/webchat with self-service policy management.

Product overview

Geoffrey Insurance Services is an online motor insurance company offering car insurance as its primary active product. The product portfolio consists of two car insurance tiers — Geoffrey Plus (premium/comprehensive) and Geoffrey Essentials (value/entry-level) — supported by a self-service online account portal. The offering also includes short-term Learner Driver Insurance (30/60/90-day periods) and a range of optional extras such as European Breakdown cover, windscreen cover, legal assistance, and protected no-claims bonus. Van Insurance and Pet Insurance are legacy/discontinued products, with van insurance customers redirected to Zenith Direct and pet insurance rebranded under the Purely Pets sub-brand. All products are FCA-authorised and delivered through an online platform with UK-based customer service.

Differentiator

Problem solved

Functional benefit

Brands

• Geoffrey Plus: Higher-tier car insurance product offering comprehensive coverage with additional features and benefits.
• Geoffrey Essentials
• Purely Pets Insurance

Products and services

• Geoffrey Plus (Car Insurance)

Quantifiable outcome

• 4.6/5 Excellent rating on Trustpilot
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Auto WindscreenscoreTechnology or IntegrationAuto Windscreens is one of the leading automotive glass repair and replacement companies in the UK, serving across all sectors. They serve as Geoffrey Insurance's preferred authorised specialist for windscreen claims. Customers can book repairs online through Auto Windscreens' booking system.

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• LV= (Liverpool Victoria): Mutual insurer offering UK car, home, and travel insurance with strong direct and intermediary channels. Comparable in product breadth (though broader) and UK consumer focus.
• Direct Line Group: UK-listed personal motor insurance group built on a direct-to-consumer model with flagship brands Direct Line and Churchill. Closest analogue to Geoffrey in channel strategy, customer base, and product mix.
• Hastings Group: UK digital-first motor and home insurer selling direct and via aggregators. Comparable customer profile (price-sensitive UK motorists) and online-only distribution.
• Admiral Group: Wales-based direct motor insurer behind Admiral, Diamond, and Elephant brands, focused on UK personal car insurance sold online and via price comparison sites. Direct competitor on channel and product.
• Churchill Insurance: UK car and home insurance brand (part of Direct Line Group) sold direct via web and phone. Mirrors Geoffrey's two-tier product structure (essential vs comprehensive) and customer service model.

Emerging players

• Marshmallow: UK digital-first motor insurer using data-driven underwriting and a mobile app. Targets the same digitally native UK car insurance customer as Geoffrey but with a more modern tech stack and insurtech funding.

Broad incumbents

• Aviva UK: One of the UK's largest insurers with motor, home, life, and pensions. Overlaps Geoffrey on car insurance but operates at much larger scale and across multiple lines and distribution channels.
• Ageas UK: UK arm of Belgian insurer Ageas, offering motor, home, and travel through direct and broker channels. Overlaps Geoffrey on UK car insurance but with broader product and distribution mix.

Others

• Zenith Direct: Sister company within the Markerstudy Group that took over Geoffrey's van insurance book in August 2019. Operates in adjacent UK motor segments and shares group infrastructure.
• Markerstudy Insurance Services: Parent brand within the Markerstudy Group, focused on broker-distributed UK motor insurance. Same underlying group as Geoffrey but distinct (intermediary vs direct) distribution strategy.

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GeoffreyHelp
• Facebookfacebook.com/GeoffreyInsurance
• LinkedInlinkedin.com/company/geoffrey-insurance

Compliance2 records

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 Geoffrey Insurance Services