Reactive Insurance Solutions

What Reactive Insurance Solutions does

Reactive Insurance Solutions, trading as Reactive Home Services, is a UK private limited company (Reactive Home Services Ltd., company number 6787818) headquartered at 3 Poole Road, Bournemouth, that sells subscription-based home care plans directly to UK homeowners. The company markets three core products on a monthly recurring basis: Appliance Care Plans (up to £800 per call-out, covering multiple appliances up to 8 years of age, with parts and labour included), Satellite & TV Care Plans (unlimited call-outs and claims, no call-out or excess fees), and Home Emergency Plans (unlimited repairs up to £500 per call-out with a £75 excess). Customers can purchase plans individually or in combination, with claims handled via a 0800 phone line and email, and the company advertises claim resolution within roughly three hours of initial contact.

The business operates a direct-to-consumer go-to-market, with its website functioning as the primary digital surface for quotes, plan information, and customer testimonials. Distribution is conducted through self-service online purchase, inside phone sales, and a refer-a-friend scheme that pays £40 to both referrer and referee. Revenue mechanics are entirely subscription/recurring; pricing is tiered across plans but is not publicly disclosed, and the company emphasises lower premiums than "large well known competitors" as a primary wedge. The company does not disclose a proprietary technology platform, API, or mobile application; underlying service delivery relies on a UK engineer network for in-home repairs with no described automation layer. The operating model is best characterised as a small (1–10 employees), self-funded, niche consumer subscription operator with no institutional investors, no parent company, no disclosed funding history, and no partnerships documented in the available source material.

Reactive's customer base is the horizontal segment of UK residential homeowners seeking financial protection against appliance breakdown, home emergency, and satellite/TV system failures. No enterprise customers, B2B channels, named logos, distributor relationships, or international operations are disclosed. Geographic scope is the United Kingdom (England specifically), and there is no evidence of expansion beyond a single Bournemouth office. Management team, ownership structure, and revenue figures are not publicly disclosed, which limits external verification; the legal entity has been operating long enough that at least one customer reports tenure dating back to the company's "conception," and a 2025-dated Terms & Conditions document evidences active plan administration.

Name

Reactive Insurance Solutions

Legal name

Reactive Home Services Ltd.

Website

https://reactiveinsurance.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reactive Insurance Solutions (trading as Reactive Home Services) is a UK private company selling subscription-based Appliance, Satellite & TV, and Home Emergency care plans directly to UK homeowners via its website and phone channel.

Ownership category

akta.pro rank

Product category

Home Insurance and Care Plans

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Homeowners Insurance (FSAJACAA)

Keywords

• Home appliance insurance
• Home emergency cover
• Satellite TV insurance
• Care plan subscriptions
• Home protection plans

Headquarters

HQ city

Bournemouth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Home Care Plan Subscriptions: Recurring subscription-based revenue from monthly or annual care plan payments. Plans cover home emergency, appliance protection, and satellite/TV systems with varying coverage tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Reactive Insurance Solutions (legal name: Reactive Home Services Ltd.) sells monthly subscription-based home care plans to UK homeowners covering household appliances, home emergencies, and satellite/TV systems. The plans include repair, parts, and labour, with tiered options and varying call-out and claim limits across the three product lines.

Product overview

Reactive Home Services operates as a multi-plan home care platform offering three distinct care plan products: Appliance Care Plans for protecting household appliances, Satellite & TV Care Plans for satellite system coverage, and Home Emergency Plans for general home emergencies. Customers can purchase these plans individually or together, with each plan offering different coverage tiers, claim limits, and pricing structures to meet various household protection needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Appliance Care Plans Subscription-based protection plan covering multiple household appliances under a single plan, with tiered options including repair, parts, and labour up to £800 per call-out for appliances up to 8 years of age. Targets UK homeowners seeking protection against appliance breakdowns.
• Satellite & TV Care Plans Subscription-based care plan providing unlimited call-outs and unlimited claims for satellite systems, with no call-out or excess fees and repair, parts, and labour included. Targets UK homeowners with satellite/TV systems.
• Home Emergency Plans Subscription-based emergency care plan offering unlimited repairs up to £500 per call-out, including call-outs, parts, and labour with a £75 excess per claim. Targets UK homeowners seeking protection against emergency home repairs.

Quantifiable outcome

• Claim resolved within 3 hours of initial call

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Domestic & General: UK specialist in appliance extended warranty and home protection plans, offering multi-appliance cover on a subscription basis. Directly comparable to Reactive's Appliance Care Plan in product structure, customer base, and tiered subscription pricing.
• Cover4Insurance: UK broker and provider of niche home-related insurance products including appliance and gadget cover. Comparable to Reactive as a smaller, specialist UK provider of household equipment protection plans sold direct to consumers.
• British Gas HomeCare (Centrica): UK home services division of Centrica providing boiler, heating, plumbing and home emergency cover on monthly subscription plans. Comparable to Reactive's Home Emergency Plan in coverage scope, subscription billing, and direct-to-consumer positioning.
• AO Care: Extended warranty and appliance care plan arm of AO.com, the UK online electrical retailer. Comparable to Reactive's Appliance Care Plan in covering multiple household appliances under subscription-based protection plans.
• HomeServe: UK-listed home emergency and appliance repair plan provider serving millions of households with subscription-based coverage for plumbing, heating, electrical and appliance breakdowns. Highly comparable to Reactive's Home Emergency and Appliance Care Plans in both product design and direct-to-consumer distribution model.

Others

• Compare the Market: UK price comparison aggregator that routes consumer demand for home insurance, warranties and home emergency cover to providers. Relevant as an indirect channel and competitor influence on how Reactive's products are discovered and priced relative to alternatives.

Broad incumbents

• Direct Line Group: Major UK personal lines insurer providing home, contents and ancillary cover. Adjacent incumbent competing in the UK homeowner protection market with broader offerings that include emergency and appliance-related elements.
• Aviva: One of the largest UK general insurers offering home, contents and home emergency cover as part of a broad portfolio. Comparable as a UK household-protection provider competing for the same homeowner wallet, though operating at vastly greater scale.
• John Lewis Home Insurance: UK retailer-backed home insurance product covering buildings, contents and home emergency elements. Comparable to Reactive as a household-protection offering to UK homeowners, though broader in scope and bundled with general home insurance.

Emerging players

• Protect Your Bubble: UK-focused provider of niche insurance and warranty products including gadget, appliance and home emergency cover. Comparable as a smaller specialist competing in adjacent UK household-protection niches.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/reactiveins
• LinkedInlinkedin.com/company/reactive-insurance-solutions-ltd

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 Reactive Insurance Solutions