What Markerstudy Broking does

Markerstudy Broking is the broking arm of the privately-owned Markerstudy Group and operates as a multi-brand insurance intermediary in the United Kingdom, headquartered in Sevenoaks, Kent (Markerstudy House, 45 Westerham Road). The platform develops, administers, and distributes bespoke insurance solutions across pet insurance (Purely Pets, Petwise), gadget insurance (Gadget Cover), ancillary add-on products (Supercover), and specialist vehicle lines (Lancaster, Motorhome Protect, The Taxi Insurer, Reis Motorsport, Equesure, Bicy), alongside a broker-facing brand Insurance Factory. Its operating model is B2B affinity-based: Markerstudy provides outsourced administration, broker distribution, affiliate arrangements, claims management, or full-service models including underwriting to high-profile partner brands such as Co-op, Admiral, MiPet Cover, and AA.

The underlying infrastructure is built on proprietary in-house IT platforms, robotics, telematics, telephony, and underwriting engines, enabling scalable partner integration and claims processing. Reported claims performance metrics include 99% of queries handled same-day, 80% of repairs dispatched within 48 hours, and 75% of replacements ordered the same day. Pet claims are handled by qualified veterinary nurses and vets, an unusual vertical-specific capability in the UK broker market. Revenue is generated through brokerage commissions and administrative fees on policies underwritten or administered for affinity partners, with quote-based bespoke pricing under multi-year partner contracts; specific revenue figures are not publicly disclosed.

The business is wholly owned by Markerstudy Group (established 2001, 3,500+ employees, Investors in People Gold, recognised as a Sunday Times Best Company to Work For), of which Insurance Factory Limited is the FCA-authorised (No. 306164) regulated legal entity. Following the 2020 acquisition of Co-op Insurance's underwriting business and the Co-op home and motor insurance partnership, Markerstudy became the 5th largest UK motor insurer with an estimated 1.3 million additional customers. Other notable milestones include the 2014 acquisition of Supercover (200,000+ customers under management), acquisitions of BDML and UIS Pet Insurance, the 2021 launch of Petwise as the UK's first senior-pet-only insurance product, and accumulation of multiple industry awards between 2019 and 2021.

Name

Markerstudy Broking

Legal name

Insurance Factory Limited

Website

https://markerstudybroking.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Markerstudy Broking is the UK broking arm of privately-owned Markerstudy Group, operating a multi-brand affinity insurance platform serving partner brands across pet, gadget, ancillary, and specialist vehicle lines, with end-to-end underwriting, administration, and claims capabilities delivered through in-house technology.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

akta.pro primary industry

Surety & Bond Brokerage (FSAEADAI)

Keywords

• Insurance brokerage services
• Affinity insurance partnerships
• Outsourced insurance administration
• Pet insurance products
• Specialist vehicle insurance

Headquarters

HQ city

Sevenoaks

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage and Administration: Markerstudy Broking operates as an insurance intermediary and broker, providing end-to-end insurance solutions including underwriting, claims management, and distribution services to partner brands. Revenue generated through brokerage commissions and administrative fees from managing insurance policies for affinity partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Markerstudy Broking is an insurance intermediary and the broking arm of the Markerstudy Group, providing end-to-end insurance solutions including underwriting, claims management, sales, and administration. It develops, administers, and distributes bespoke insurance services on behalf of affinity partners, brokers, retailers, and corporate clients across pet, gadget, specialist vehicle, and commercial insurance lines.

Product overview

Markerstudy Broking is a multi-brand insurance brokerage platform operating as the broking arm of the Markerstudy Group. The company offers a portfolio of insurance products across multiple segments including Pet Insurance (via Purely Pets, Petwise), Gadget Insurance (via Gadget Cover), Ancillaries (via Supercover), Specialist Vehicle Insurance (Classic Car, Motorhome, Taxi), and Commercial Insurance. The platform provides flexible insurance service solutions including outsourced administration, broker distribution, affiliate arrangements, claims management, and full-service models including administration and underwriting. Markerstudy Broking manages 15+ sub-brands and partnerships, offering in-house scalable solutions with IT platforms, robotics, underwriting, marketing, telephony, and claims services.

Differentiator

Problem solved

Functional benefit

Brands

• Purely Pets Insurance: Award-winning pet insurance brand under Markerstudy Broking.
• Gadget Cover Insurance
• Supercover Insurance
• Lancaster Insurance
• Mobilers Insurance
• Motorhome Protect
• Reis Motorsport Insurance
• Equesure Insurance
• Bicy
• Insurance Choice
• The Taxi Insurer
• Insurance Factory
• Petwise Insurance
• Smart Driver Club Insurance
• Brightside Insurance

Products and services

• Pet Insurance Partnership-based pet insurance provider offering bespoke solutions for affinity partners including standalone claims handling, full end-to-end administration, and third-party administration services. Covers cats and dogs including senior pets.
• Gadget Insurance Insurance coverage for portable gadgets including mobile phones, tablets, laptops, cameras, and consoles, distributed through brokers, retailers, corporate partners, and telecoms distributors.
• Ancillary Insurance Products Insurance add-on products including Key Cover, Tools in Transit, Excess Protection, Vehicle Hire, and Personal Accident, administered through the Supercover brand with over 200,000 customers under management.
• Specialist Vehicle Insurance Specialist vehicle insurance covering Classic Car, Motorhome, Taxi, and Motorsport segments delivered through sub-brands such as Lancaster Insurance, Motorhome Protect, The Taxi Insurer, and Reis Motorsport Insurance.
• Commercial Insurance Commercial insurance solutions offered as part of Markerstudy Broking's broader insurance service portfolio for partner brands and brokers.
• Petwise Insurance (Senior Pet Cover) The UK's first pet insurance provider focusing solely on cover for senior pets (cats and dogs aged 7 and older), with seven cover levels and unique benefits tailored for older animals.

Quantifiable outcome

• 5th largest motor insurance provider in the UK
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Co-op InsurancecoreChannel Partner/ Reseller/ Distributor · 1 January 2020In 2020, Markerstudy commenced a partnership to provide home and motor insurance products under the Co-op brand. This partnership increased customers by an estimated 1.3 million and made Markerstudy the 5th largest motor insurance provider in the UK.
• AdmiralcoreChannel Partner/ Reseller/ DistributorAdmiral has worked with Markerstudy Group for many years to provide Pet Insurance for their customers. Markerstudy provides pet insurance products and claims service for Admiral's customer base.
• MiPet CovercoreChannel Partner/ Reseller/ DistributorMiPet Cover has been working with Insurance Factory Limited (IFL) to collaboratively provide policyholders with a bespoke offering that fits within their strategic objectives of getting more pets insured.
• West Bay Insurance PlccoreStrategic or Co-development PartnerAll Supercover ancillary products are underwritten by West Bay Insurance Plc (formerly Zenith Insurance Plc). This is a long-term underwriting partnership for personal accident cover, key protection, tools cover, and other ancillary products.
• Direct GroupcoreImplementation/ SI/ Consulting PartnerAll claims for Supercover ancillary products are managed by insurance specialists Direct Group, providing professional claims handling services.
• AAminorChannel Partner/ Reseller/ DistributorAA is shown as a partner logo in the Supercover ancillary products section, indicating a distribution partnership for ancillary insurance products.
• All Broker ServicesminorChannel Partner/ Reseller/ DistributorAll Broker Services is shown as a partner logo in the Supercover ancillary products section, indicating a distribution partnership for broker services.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• A-Plan Holdings: UK insurance broker network operating high-street branches and affinity/distributor relationships for personal and commercial lines. Comparable as a partnership-driven, multi-line UK broker with comparable product breadth and reliance on third-party channels.
• Swinton Insurance: UK high-street and online insurance broker distributing motor, home and commercial cover through branches and partner arrangements. Comparable as a multi-line UK broker with a similar reliance on partner-led distribution and a comparable specialty/niche books profile.
• Many Pets (Bought By Many): UK digital-first pet insurance provider offering direct subscription-style dog and cat cover. A direct competitor for the same affinity-distributed pet insurance customer that Markerstudy targets through its pet brands and Admiral partnership.
• BGL Group: UK insurance and financial services distribution group operating price-comparison brands (Compare the Market, Hastings Direct) and partner-branded insurance products. Comparable as a multi-brand UK insurance distribution platform that, like Markerstudy Broking, monetises large policyholder bases via partner and affinity channels.
• Petplan: UK's largest specialist pet insurance provider offering multi-tier dog and cat cover and the dominant affinity pet-insurance partner for retailers and financial institutions. Directly comparable to Markerstudy's Purely Pets and Petwise products in both coverage format and partnership-driven distribution.
• Admiral Group: UK-listed personal lines insurance group operating Admiral, Confused.com, Bell, Diamond and other brands, with a multi-product, multi-brand UK personal lines strategy. Directly comparable to Markerstudy Broking's structure, and itself a current customer via the pet insurance partnership.

Broad incumbents

• Hastings Group: UK personal lines insurer providing motor and home cover through direct and price-comparison channels (now part of BGL Group but operating as a distinct scale player). Comparable as a UK personal lines broker with motor scale in the same price-comparison and affinity channels that Markerstudy's Co-op book competes in.
• Ageas UK: UK insurer providing motor, home, pet and travel insurance with affinity and broker distribution including partner-branded books. Comparable in product breadth and reliance on the affinity and partnership distribution channel that Markerstudy Broking specialises in.
• Direct Line Group: One of the UK's largest personal lines insurers covering motor, home, pet and rescue products through Direct Line, Churchill and Privilege. A broader incumbent with comparable motor insurance scale and UK personal lines reach that competes for the same affinity and direct volumes.
• LV= (Liverpool Victoria): UK mutual insurer providing motor, home, pet and life insurance products through direct and broker channels. Comparable as a diversified UK personal lines insurer operating across the same lines and affinity models that Markerstudy Broking serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/markerstudy-broking

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries15 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 Markerstudy Broking