Starpeak Insurance Solutions

What Starpeak Insurance Solutions does

Starpeak Insurance Solutions is a UK-based digital insurance distributor founded in 1991 (originally as SportsCover Direct, rebranded in 2023) and headquartered in Stokenchurch, Buckinghamshire. The company operates three consumer-facing sub-brands — SportsCover Direct (sports and travel insurance for amateur sportspeople), Protectivity (niche SME insurance covering pet businesses, therapy, events, trades, and other micro-SMEs), and Les Mills Insurance (specialist cover for fitness instructors) — all distributed through proprietary e-commerce platforms enabling instant online quotes and policy purchase. The company is FCA-regulated under Firm Registration Number 309959 and holds Lloyd's Coverholder status, generating Gross Written Premiums of £13.2m in 2025 across 160,000+ policies for 140,000+ live policyholders.

The business model is a digital distribution specialist: Starpeak provides the technology, marketing, customer service, and distribution infrastructure, while underwriting capacity is provided by partners, principally AXA XL under a 10-year binder arrangement renewed in July 2025, supplemented by Peach Pi and Irwell Insurance. Revenue is derived from commissions and fees on GWP distributed. The underlying technology stack is built in-house and includes the iTraps policy and sales management system (launched 2014), custom MI dashboards surfacing customer service quality, cancellation rates, and claims performance, an e-commerce platform supporting instant customisable quotes, AI-powered NLP for customer service, and automated decision-making for underwriting and pricing with optional telephone override for FCA compliance.

The company serves a long tail of undersinsured customers in niche UK markets — amateur sportspeople, self-employed fitness instructors, sole traders, and SMEs in trades, therapy, pet businesses, events, and other micro-segments where traditional insurers offer one-size-fits-all products. Distribution is exclusively digital via brand websites and telephone-based sales support, supported by SEO-led organic acquisition, paid digital advertising, PR coverage in industry media, and sponsorships such as the Victor Berlemont Trophy cycling race. The company is privately held by its founders and management (Julian Hucks as Founder/MD, Andy Brownsell as Commercial Director, Andy Pilgrim as Technical Director) with no external venture capital or private equity backing, and plans to double its 29-person team over the next four years.

Name

Starpeak Insurance Solutions

Legal name

Starpeak Insurance Solutions Limited

Website

https://www.starpeakuk.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Starpeak Insurance Solutions is a UK FCA-regulated digital insurance distributor operating SportsCover Direct, Protectivity, and Les Mills Insurance, distributing niche sports, fitness, and SME policies via proprietary e-commerce platforms under capacity partnerships with AXA XL and others.

Ownership category

akta.pro rank

Product category

Digital Insurance Distribution

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

akta.pro secondary industries

Restaurants, Bars & Food Service BOP (FSAJAFAG), Technology / IT Services BOP (FSAJAFAK)

Keywords

• Digital insurance distribution
• Niche insurance products
• Online insurance sales
• SME business insurance
• Specialist sports insurance

Headquarters

HQ city

Stokenchurch

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Distribution (Commission/Fee from Underwriters): Starpeak acts as a digital insurance distributor generating Gross Written Premiums (GWP) for capacity provider partners. Revenue is derived from commissions and fees on policies sold through its brands. The company generated over £50m GWP for partners past and present.
2. Direct-to-Consumer Policy Sales: Online sales of insurance policies across three brands: SportsCover Direct (sports/travel insurance), Protectivity (SME/business insurance), and Les Mills Insurance (fitness industry). Policies include sports travel, personal accident, golf, pet business, therapy, event, tradesman, and other niche covers. 160K+ policies sold annually.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Starpeak Insurance Solutions is a digital insurance distribution specialist that designs, markets, and sells specialist niche insurance products directly to consumers and SMEs through three proprietary e-commerce brands: SportsCover Direct (sports and travel insurance), Protectivity (SME business insurance), and Les Mills Insurance (fitness industry insurance). The company partners with underwriting capacity providers (primarily AXA XL) to deliver these products, generating over £13.2m GWP in 2025 and serving 160,000+ policyholders.

Product overview

Starpeak Insurance Solutions operates as a specialist digital insurance distributor with three distinct sub-brands: SportsCover Direct (specialist sports and travel insurance for amateur sportspeople), Protectivity (niche small business insurance across sectors including pet, therapy, events, trades, and personal trainers), and Les Mills Insurance (specialist fitness industry insurance for self-employed instructors). The company also developed proprietary internal technology platform iTraps for quote and sales data management. Recent product expansion includes Salons Insurance and Catering Insurance launched in H1 2025, with planned products for Film, Media & Creative Industries. The portfolio addresses over 160,000 policyholders across both consumer and SME markets.

Differentiator

Problem solved

Functional benefit

Brands

• SportsCover Direct: Specialist sports and travel insurance for amateur sports people, including sports travel, specialist golf and shooting insurance, and sports insurance for teams and individuals.
• Protectivity
• Les Mills Insurance

Products and services

• SportsCover Direct Specialist sports and travel insurance brand providing comprehensive cover for amateur sports people, sports travel, specialist golf, shooting insurance, and team and individual sports policies.
• Protectivity Specialist business insurance brand offering niche insurance products for SMEs including Pet Business Insurance, Therapy Insurance, Event Insurance, Personal Trainer Insurance, public liability, and tradesman insurance.
• Les Mills Insurance Specialist insurance for the fitness industry, designed for self-employed instructors and personal trainers operating under the Les Mills brand.
• Salons Insurance Insurance product designed for hairdressers and barbers working in salons, covering professional liability and business risks specific to the salon industry.
• Catering Insurance Liability-led insurance policy designed for catering businesses with optional cover for catering trailers, addressing the specific risks of food service operations.
• Film, Media & Creative Industries Insurance Insurance for businesses operating in the Film, Media & Creative Industries sector, providing tailored coverage for the unique risks these businesses face.
• Pet Business Insurance Specialist insurance for pet businesses including pet sitters, dog walkers, groomers, and other pet-related service providers.
• Golf Insurance Specialist insurance for golfers and golf professionals covering equipment, liability, and personal accident during golf activities.
• Therapy Insurance Specialist insurance for therapy professionals including public liability, professional indemnity, and business coverage for therapy practices.
• Event Insurance Specialist insurance for event organisers covering stallholders and event participants with public liability and event-specific coverage.
• Tradesman Insurance Customisable policy for tradespeople covering public liability, employers' liability, and contractors' works insurance for builders, painters, plasterers and other trades.
• Public Liability Insurance Essential cover protecting businesses against third-party claims for accidental injuries or property damage, available through the Protectivity brand.
• Business Insurance Broader business insurance supporting day-to-day operations for self-employed professionals, sole traders and small businesses.
• Sole Trader Insurance Business insurance designed for sole traders operating independently, providing tailored coverage for self-employed professionals.
• Self-Employed Insurance Business insurance solutions for self-employed professionals, providing comprehensive coverage for self-employed business owners.

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• AXA XL (UK & Lloyd's)coreTechnology or Integration · 14 July 2025Long-standing binder arrangement marking 10 years of partnership (renewed July 2025). Since April 2015, AXA XL has provided underwriting capacity for SportsCover Direct and Protectivity brands covering personal trainers, sports clubs, coaching businesses, sports travel, and personal accident insurance. The partnership generated a GWP increase of over 900% since the first year of trading. AXA XL's UK & Lloyd's business is a key capacity provider enabling Starpeak's product portfolio in sports and leisure.
• AXA XL (historical coverholder relationship)coreTechnology or Integration · 1 April 2015Partnership began in April 2015 providing coverage for personal trainers, sports clubs, and coaching businesses. Expanded in late 2017 to include sports travel and personal accident. Paul Thomas, Global Head of Sports, Media and Entertainment at AXA XL, described Starpeak as combining underwriting knowledge, tech and marketing skills to increase reach and distribution at a rapid rate.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Hiscox UK: Established UK insurer offering direct and broker-distributed commercial insurance to SMEs and professionals. Comparable in target customer (small businesses, professionals) and product lines (professional indemnity, public liability), though operates as a carrier rather than pure distributor.
• Compare the Market: UK price comparison platform distributing personal and commercial insurance from multiple carriers. Comparable as a digital aggregator competing for the same SME and consumer insurance-buying audience, though operates at much larger scale.

Direct peers

• Simply Business: UK's largest digital insurance broker for SMEs and sole traders, distributing commercial package policies across multiple verticals through its proprietary platform. Highly comparable D2C digital distribution model with similar target customer base and commission-based revenue model.
• Many Pets (formerly Bought By Many): UK-founded digital insurance distributor that built market share through niche segment focus (pet insurance) before expanding. Directly comparable niche digital distribution model and customer-engagement approach to Starpeak's pet business and specialty lines.
• Superscript: UK digital insurance broker providing tailored business insurance to SMEs and professionals through an online platform. Directly competes with Starpeak's Protectivity brand in micro-SME and freelancer segments with similar instant-quote technology.
• Markel Direct: UK direct insurer/broker for professionals, tradespeople, and small businesses offering professional indemnity, public liability, and contractors' insurance. Comparable direct-distribution model targeting the same niche professional and tradesman segments as Starpeak's Protectivity brand.
• PolicyExpert: UK direct-to-consumer insurance distributor offering home, motor, and commercial insurance online. Comparable digital D2C distribution model selling multiple insurance products through proprietary e-commerce platform.

Emerging players

• Lemonade: AI-driven digital insurance company offering instant, mobile-first insurance products. Compares as a technology-led disruptor in insurance distribution with AI/NLP-based customer engagement, similar to Starpeak's AI-powered customer service approach.
• CoverWallet: US digital insurance broker for SMEs, providing instant online quotes and policy management for businesses. Comparable technology-led D2C distribution model for small business insurance, though US-focused.

Others

• AXA XL (UK & Lloyd's): Starpeak's 10-year capacity provider partner, a major Lloyd's of London insurer. Included as a strategic partner rather than competitor; their underwriting capacity enables Starpeak's product portfolio and their commitment to the partnership is a key indicator of Starpeak's distribution strength.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/starpeak-insurance-solutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Starpeak Insurance Solutions