What Shield Total Insurance does

Shield Total Insurance is a UK-based specialist insurance intermediary focused exclusively on leisure vehicles and camping-related products, including touring caravans, static caravans, motorhomes, campervans, folding campers, trailer tents, camping equipment, trailers, and (as cross-sell adjuncts) cars and homes. The company is a trading style of A-Plan Holdings — a private limited entity registered in England (Registration Number 750484), authorized and regulated by the Financial Conduct Authority, and operating under the Howden group — with operational headquarters at 1 Brooklands, Moons Moat Drive, Redditch, and a registered office at 2 Des Roches Square, Witney.

The product portfolio comprises 11 core insurance lines plus add-on modules (Legal Expenses and Key Protection), priced on annual subscription terms ranging from £52 (trailer) to ~£320 average (motorhome). Underwriting and policy administration are delivered through a traditional inside-sales model — a UK-based phone team (0800 393 966) handling quotes and renewals, supplemented by self-serve online quote forms on product-specific subdomains, with content marketing via a topical blog on caravan security, EU driving rules, and owner tips. There is no proprietary technology stack; the company's value proposition rests on domain specialization, multi-decade brand reputation, and industry-body memberships (CaSSOA, BIBA, National Caravan Council, Approved Workshop Scheme).

Shield generates revenue through recurring annual insurance premiums across a fragmented UK consumer base, with notable Defaqto 5 Star and Feefo Platinum service recognition in the touring-caravan segment. The company employs 51–100 people and has operated for over 25 years in the leisure-vehicle vertical, with no disclosed funding rounds, M&A activity, or geographic expansion beyond the UK domestic market.

Name

Shield Total Insurance

Legal name

A-Plan Holdings

Website

https://shieldtotalinsurance.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Shield Total Insurance is a UK specialist insurance intermediary providing caravan, motorhome, campervan, and camping-equipment cover to individual consumers, operating as a trading style of A-Plan Holdings (part of the Howden group) under FCA authorization.

Ownership category

akta.pro rank

Headquarters

HQ city

London

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, Infrastructure

Revenue model

1. Insurance Premiums: Shield Total Insurance generates revenue through annual insurance premiums for various leisure vehicle and camping-related insurance products including touring caravans, static caravans, motorhomes, campervans, folding campers, trailer tents, camping equipment, trailers, cars, and home insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Shield Total Insurance is a UK specialist insurance provider focused on leisure vehicles and camping-related cover. Its core products are touring caravan, static caravan, motorhome, campervan, folding caravan, trailer tent, park home, camping, trailer, car, and home insurance policies, sold directly to UK consumers. The company also offers add-on modules such as legal expenses cover and key protection, with policies available on an annual subscription basis and discounts tied to security features and approved storage.

Product overview

Shield Total Insurance is a specialist caravan and motorhome insurance provider offering a comprehensive portfolio of insurance products. The core product line includes Touring Caravan Insurance (the flagship product with a 10-year consecutive Defaqto 5 Star Rating), Static Caravan Insurance, Motorhome Insurance, and Campervan Insurance, alongside supplementary products for Folding Caravans, Trailer Tents, Camping, Trailers, Cars, and Homes. The company also offers add-on modules including Legal Expenses Cover and Key Protection Cover. All products are provided under FCA authorization through A-Plan Holdings, with policies available starting from £52 per year for Trailer Insurance up to £320 average for Motorhome Insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Touring Caravan Insurance Specialist annual insurance for touring caravans aimed at UK owners, covering theft, accidental damage, European travel up to 365 days, agreed value, repatriation, awnings, and equipment, with New for Old replacement up to 10 years from new.
• Static Caravan Insurance Annual insurance for permanently-sited static caravans and holiday homes in the UK, including cover for loss of rental income, flooding, fire, storm, and subsidence, with public liability up to £5 million and New for Old replacement for units up to 20 years old.
• Motorhome Insurance Annual specialist insurance for motorhome owners in the UK, providing comprehensive cover for the vehicle, windscreen protection, and European travel cover.
• Campervan Insurance Annual insurance for campervan owners in the UK, providing protection for the vehicle and family occupants during travel.
• Folding Caravan Insurance Annual insurance for folding/fold-away caravans of British and Continental makes, with no age limit on the insured vehicle, starting from £66 per year.
• Trailer Tent and Folding Camper Insurance Annual insurance for trailer tents and folding campers of British and Continental makes, with no age limit on the insured vehicle and discounts of up to 45% for responsible owners, starting from £79 per year.
• Park Home Insurance Annual comprehensive insurance cover for park home owners in the UK, starting from £191 per year.
• Camping Insurance Annual insurance for UK campers covering camping holidays and equipment against theft and weather damage, starting from £60 per year.
• Trailer Insurance Annual comprehensive insurance policy for owners of various types of trailers, starting from £52 per year.
• Car Insurance Annual car insurance offered to UK consumers through a panel of quality, trusted insurers as an ancillary product alongside leisure vehicle cover.
• Home Insurance Annual comprehensive buildings and contents cover for UK consumers, providing peace of mind while away on leisure vehicle travels.
• Touring Caravan Legal Expenses Cover Add-on annual legal expenses cover for touring caravan customers, available for £12 per year, protecting legal rights and helping recover losses including policy excess, hiring replacement equipment, and loss of earnings following personal injury.
• Key Protection Cover Add-on annual insurance cover for touring and static caravan insurance clients, protecting against lost, stolen, or broken keys in the UK or Europe, available for £11 per year.
• Static Caravan Legal Expenses Cover Add-on annual legal expenses cover for static caravan insurance clients, available for £18.50 per year.

Quantifiable outcome

• Discounts up to 67.5% off premium for touring caravan insurance with security and safety features
• +6 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Auto-Trail Owners Club (ATOC)minorGTM or Marketing PartnerShield Total Insurance formed a partnership with the Auto-Trail Owners Club to expand each other's offerings in the leisure sector. The partnership aims to provide mutual benefits to members of the owners club.
• National Allotment SocietyminorGTM or Marketing PartnerShield Total Insurance partnered with the National Allotment Society for the Allotment Shed of the Year competition, awarding £250 prize to winners.
• Caravan Storage Site Owners' Association (CaSSOA)coreOthersShield Total Insurance is a member of CaSSOA and offers discounts of up to 12.5% off touring caravan insurance premiums for units stored at CaSSOA approved secure storage sites. Company statistics show caravans stored at CaSSOA sites are up to 6 times less likely to be stolen.
• British Insurance Brokers' Association (BIBA)coreOthersShield Total Insurance is a member of BIBA, the British Insurance Brokers' Association, representing the insurance broking sector.
• National Caravan CouncilcoreOthersShield Total Insurance is a member of the National Caravan Council, the trade body for manufacturers, suppliers and dealers in the caravan industry.
• Approved Workshop SchemecoreOthersPartnership with the Approved Workshop Scheme formed by National Caravan Council, Caravan Club, and Camping and Caravaining Club. The scheme regulates the workshop industry and sets standards for caravan servicing.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Aviva plc: One of the UK's largest multi-line insurers with extensive motor, home, and lifestyle product lines. Broad incumbent whose scale and cross-product bundling set a benchmark for product breadth that specialist niche players cannot match.
• Liverpool Victoria (LV=): UK mutual insurer offering motor, home, and travel insurance products. Broad incumbent with overlapping personal lines coverage and a comparable direct distribution footprint in the UK.
• Admiral Group: UK and international motor and home insurance group competing heavily on price comparison websites. Broad incumbent representing the scale-driven, aggregator-distributed competitive counterpoint to Shield's specialist model.
• Direct Line Group: Major UK personal lines insurer offering motor and home cover through direct and aggregator channels. Broad incumbent whose motor and home products overlap with Shield's adjacent lines (car and home insurance).
• Saga plc (Insurance): UK specialist insurance provider for the over-50s market, with motorhome and caravan cover among its product lines. Comparable overlap in leisure vehicle insurance for a defined demographic, operating as a broader personal lines portfolio.

Direct peers

• Adrian Flux Insurance Group: UK specialist insurance broker known for non-standard and niche vehicle cover including motorhomes, imported vehicles, and modified cars. Comparable in specialist-niche underwriting approach and breadth of leisure vehicle offerings.
• Comfort Insurance: UK specialist insurer focused on motorhome, campervan, and leisure vehicle insurance. Directly comparable as a niche UK specialist with a similar product mix and target customer base.
• Caravan Guard Insurance Services: UK specialist caravan and motorhome insurance provider offering touring, static, and motorhome cover. Directly comparable to Shield's core product portfolio and target customer base of UK leisure vehicle owners.

Others

• A-Plan Holdings: UK insurance broker and immediate parent of Shield Total Insurance. Operates a high-street branch network across the UK distributing personal and commercial lines, providing Shield with cross-sell and distribution infrastructure.
• Howden Group Holdings: International insurance broking group and ultimate parent of Shield Total Insurance via A-Plan Holdings. Relevant as the parent ecosystem providing capital, distribution, and reinsurance leverage rather than as a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/Armadillosdo
• Facebookfacebook.com/shieldtotalinsurance

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Shield Total Insurance