Insurance Choice

What Insurance Choice does

Insurance Choice is the commercial-insurance trading brand of Insurance Factory Ltd, a UK private limited company authorised and regulated by the Financial Conduct Authority (No. 306164) and ultimately owned by the Marker Study Group. Founded in 2005 and headquartered in Sevenoaks with a contact centre in St Ives, the company operates as an insurance broker intermediating between UK small and mid-market businesses and a curated panel of commercial insurers, generating revenue through commissions on arranged policies rather than underwriting risk. It does not hold proprietary technology; the underlying 'platform' is a curated distribution channel combining a call desk (01384 429 900), a website callback form, and content marketing targeted at niche commercial verticals.

The product portfolio spans more than 20 distinct lines organised by vertical, including Contractor Insurance, Contractors Combined Insurance, Landlord Insurance, Property Portfolio Landlord Insurance, Pub and Restaurant Insurance, Nightclub Insurance, Late-Night Bar Insurance, Hotel Insurance, Care Home Insurance, Beauty Salon Insurance, Motor Trade Insurance, Manufacturers Insurance, Commercial Combined Insurance, Commercial Property Insurance, Fleet and Haulage Fleet Insurance, Marine Cargo and Stock Throughput Insurance, Professional Indemnity, Management Liability, Cyber, and Combined/High-Risk Liability. Pricing is quote-based, underwriting-driven, and supports annual billing with optional monthly instalments via a third-party finance provider.

Insurance Choice targets UK-based contractors, tradesmen, landlords (single-property and portfolio), hospitality operators (pubs, restaurants, hotels, nightclubs, late-night bars), care homes, beauty salons, motor traders, hauliers, manufacturers, and general commercial businesses requiring combined liability, property, and interruption cover. Distribution and customer acquisition rely on vertical-specific SEO content (a blog covering landlord tax, contractor late payments, nightclub operations, damp remediation, etc.), direct phone sales, and inbound callbacks, with high-risk placements routed through specialty insurers and the Lloyd's market.

Name

Insurance Choice

Legal name

Insurance Factory Ltd

Website

https://insurancechoice.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Insurance Choice is a UK commercial insurance broker, trading as Insurance Factory Ltd under Marker Study Group, arranging more than 20 specialised business policies—contractor, landlord, hospitality, motor trade, manufacturing, and cyber—via a panel of insurers and the Lloyd's market, primarily serving UK small and mid-market businesses through phone and callback sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Sevenoaks

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions: Insurance Choice arranges commercial insurance policies on behalf of insurers and earns commission from those insurers for each policy sold. The company works with a carefully selected panel of insurers and tailors insurance policies to meet customer requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Insurance Choice is a commercial insurance brokerage that arranges specialized insurance policies through a carefully selected panel of insurers. The company tailors coverage to meet individual business requirements across sectors including contractors, landlords, hospitality (hotels, pubs, restaurants, nightclubs), manufacturing, motor trade, care homes, and retail. Flexible monthly instalment payment options are available through a third-party finance provider.

Product overview

Insurance Choice is a commercial insurance intermediary that arranges specialized insurance policies through a carefully selected panel of insurers. The company offers a portfolio of over 20 distinct insurance products covering sectors including beauty, care homes, commercial property, contracting, fleet/haulage, hospitality (hotels, pubs, restaurants, nightclubs, late-night bars), landlord/property management, manufacturing, motor trade, professional services, retail (shops/offices), and tradesmen. The product portfolio includes individual policies (such as Public Liability Insurance, Professional Indemnity Insurance, Cyber Insurance, Management Liability Insurance) as well as combined/comprehensive packages (Commercial Combined Insurance, Contractors Combined Insurance, Motor Trade Combined Insurance). Insurance Choice also offers flexible payment solutions including monthly instalments through third-party finance providers. The company is a trading name of Insurance Factory Ltd, authorized and regulated by the Financial Conduct Authority (FCA No. 306164).

Differentiator

Problem solved

Functional benefit

Products and services

• Beauty Salon Insurance Insurance coverage for beauty salons covering treatments, products, premises, and liability risks associated with salon operations.
• Care Home Insurance Tailored insurance for care homes covering residents, staff, business interruption, and specialist liability including malpractice up to £10,000,000.
• Commercial Combined Insurance Comprehensive combined insurance policy for businesses covering liability, business interruption, buildings, contents, stock, and legal expenses.
• Commercial Property Insurance Insurance for commercial properties including those undergoing renovation, covering buildings, contents, loss of rental income, and goods in transit.
• Contractor Insurance Flexible insurance for contractors covering public liability, professional indemnity, employers' liability, business interruption, and tools and equipment.
• Contractors Combined Insurance Comprehensive insurance combining multiple coverages for contractors from painting and decorating to full turnkey construction, including professional indemnity, personal accident, and fleet insurance.
• Fleet Insurance Single policy insurance covering cars, vans, or trucks fleets with options for comprehensive, third party only, haulage, mixed fleet, and trailer coverage.
• Haulage Fleet Insurance Specialized insurance for haulage businesses covering refrigerated trucks, building materials, fuel and waste transportation, with options for goods in transit and business travel.
• Hotel Insurance Tailored insurance for hotels and guest houses covering buildings, contents, loss of licenses, stock, events, functions, conferences, and activities.
• Landlord Insurance Insurance for landlords covering buildings, contents, liability, rent guarantee, alternative accommodation, and loss of rental income for various property types and tenants.
• Manufacturers Insurance Bespoke insurance for manufacturers covering employers' liability, buildings, business interruption, and goods in transit for a wide range of trades.
• Motor Trade Combined Insurance Comprehensive insurance for motor traders covering vehicle repair, bodywork, painting, garage liability, garage keepers coverage, and employers liability.
• Marine Cargo and Stock Throughput Insurance Insurance covering goods in transit in the UK and worldwide via road, rail, and air cargo, including stock throughput for assembly, manufacturing, storage, and distribution.
• Management Liability Insurance Insurance protecting company directors, senior managers, and officers from negligence claims, including Directors and Officers, Employment Practice Liability, and Corporate Legal Liability coverage.
• Cyber Insurance Insurance covering costs of restoring data and equipment, informing clients of data breaches, meeting ransom demands, loss of net profit, public relations, and legal defence costs.
• Combined Liability and High-Risk Liability Insurance Specialized liability insurance for manufacturers selling into US/North American markets, new products post-R&D, and high-risk trades including railside, airside, and great depth and height operations.
• Motor Trade Insurance Insurance for motor trade businesses including car dealers, mechanics, vehicle repair shops, MOT centres, car valeting, breakdown recovery, and auto electricians, covering road risks and combined trade operations.
• Nightclub Insurance Comprehensive business insurance for nightclubs and licensed venues covering buildings, contents, stock, legal cover, and personal accident with tailored packages for diverse venue operations.
• Professional Indemnity Insurance Bespoke insurance for professionals including Accountants, Surveyors, Solicitors, and Engineers covering negligence claims, breach of duty, directors and officers, employment and public liability, and material damage.
• Pub and Restaurant Insurance Insurance for restaurants, public houses, takeaways, and hospitality venues covering content, stock, traditional venues, bespoke risks, live music, comedy nights, and live sports action.
• Shop and Office Insurance Insurance for shops and offices covering buildings, contents, stock, deterioration of stock, loss of licence, fixtures and fittings, business interruption, and money.
• Tradesman Insurance Combined insurance policy for tradesmen covering tools, equipment, and tailored business needs in one comprehensive package.
• Late-Night Bar Insurance Specialized insurance for late-night bars covering public liability, liquor liability, product liability, employers liability, loss of licence, and risks associated with serving alcohol during extended hours.
• Property Portfolio Landlord Insurance Multi-property landlord insurance covering multiple residential units, commercial spaces, and mixed-use buildings under one policy with streamlined management and potentially reduced costs.

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• RebuildCostAssessment.comminorStrategic or Co-development PartnerInsurance Choice works closely with RebuildCostAssessment.com to connect commercial property customers with Chartered Surveyors from the Royal Institution of Chartered Surveyors. These surveyors provide accurate rebuild valuations considering market conditions, available online or in person.
• Panel of InsurerscoreChannel Partner/ Reseller/ DistributorInsurance Choice works with a carefully selected panel of insurers to arrange commercial insurance policies. The panel approach allows them to match customers with suitable coverage options across different risk profiles.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hiscox UK: Hiscox is a UK specialty insurer and broker providing commercial liability, professional indemnity, and cyber coverage to SMEs and professionals. Overlaps with Insurance Choice's professional indemnity and cyber product lines, though Hiscox also underwrites risk rather than acting purely as a broker.

Direct peers

• Marsh Commercial: Marsh Commercial is the UK SME-focused arm of Marsh, the global broker, providing commercial combined, liability, and specialty cover to UK small and mid-sized businesses. It is a direct competitor to Insurance Choice across the same SME commercial book.
• Bollington Insurance Brokers: Bollington is a UK-focused commercial insurance broker serving SMEs with commercial combined, liability, and specialty lines via a panel of insurers. Comparable in size, target market, and broker-led distribution to Insurance Choice.
• Adrian Flux Insurance Services: Adrian Flux is a UK broker specialising in niche and non-standard commercial and personal lines, including high-risk and hard-to-place risks. Comparable to Insurance Choice's specialty placement capability for unusual or high-risk commercial accounts.
• Arthur J. Gallagher (UK): Gallagher's UK commercial brokerage division serves SMEs and mid-market clients with commercial combined, liability, motor trade, and specialty lines. Comparable to Insurance Choice in target market, product breadth, and panel-based distribution model.
• Towergate Insurance Brokers: Towergate is a large UK commercial and specialty insurance broker with strong presence in landlord, hospitality, motor trade, and contractor niches — many of the same verticals Insurance Choice serves. Direct competitor for niche commercial placement.
• Howden Insurance Brokers: Howden is one of the largest UK commercial insurance brokers, arranging commercial and specialty lines through a broad insurer panel. It directly competes with Insurance Choice in SME commercial segments and specialty placement, and is the most natural scale comparable.

Others

• Zywave / Advisor Insurance Solutions (UK broker services): Zywave provides technology and back-office enablement to commercial insurance brokers and agencies, including rater and CRM tools. Relevant as an ecosystem/technology peer addressing the same gap — broker technology enablement — that Insurance Choice currently lacks.
• Marker Study Group (parent): Marker Study Group is the parent conglomerate that owns Insurance Choice (via Insurance Factory Ltd). Relevant as a corporate parent peer providing capital, regulatory infrastructure, and potential cross-sell into adjacent insurance distribution businesses.

Emerging players

• Simply Business: Simply Business is a UK insurtech commercial broker platform providing quick online quotes for landlord, contractor, shop, and hospitality insurance. Competes with Insurance Choice for the same SME commercial customers but via a digital-first, comparison-style experience.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/insurancechoice
• LinkedInlinkedin.com/company/insurance-choice

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 Insurance Choice