Supercover Insurance

What Supercover Insurance does

Supercover Insurance is a UK- and Ireland-focused consumer insurance brand that historically provided mobile phone, tablet, and gadget cover against accidental damage, theft, and mechanical breakdown. It operated as a trading name of Insurance Factory Ltd (registered in England and Wales, company number 02982445), an entity authorised and regulated by the Financial Conduct Authority (No. 306164) and part of the Markerstudy Group of Companies. The underlying technology was a standard insurance policy administration and claims processing system, with no disclosed proprietary platform, AI components, or API surface. Distribution was conducted through intermediary/partner channels embedded in the Markerstudy network alongside direct telesales (UK: 0203 794 9300; Republic of Ireland: 0818 22 00 58) and email-based servicing. The revenue model was subscription-style recurring insurance premiums underwritten by Insurance Factory Ltd, with pricing not publicly disclosed and quotes handled directly by the sales team.

The company was founded in 1995, operated with an 11–50 employee footprint, and maintained two principal UK locations: a registered office at 45 Westerham Road, Sevenoaks, Kent (TN13 2QB) and an operational/complaints office at 2nd Floor, 5000 Lakeside, North Harbour, Western Road, Portsmouth (PO6 3EN). Its primary customer segment was individual consumers seeking personal electronics protection, with a horizontal segmentation approach and no named enterprise accounts. Supercover has now ceased operations; the website states 'Supercover is now closed,' and remaining contacts are restricted to existing claims handling and complaints routed through the Financial Ombudsman Service, indicating a managed wind-down rather than an active operating business.

Name

Supercover Insurance

Legal name

Insurance Factory Ltd

Website

https://supercoverinsurance.com

Company type

Private

Founded year

1995

Operating status

Closed

Headcount range

11–50 employees

Short description

Supercover Insurance was a UK and Ireland consumer gadget and mobile phone insurance brand operated as a trading name of FCA-authorised Insurance Factory Ltd within the Markerstudy Group, distributing through intermediaries and direct channels; the business has now closed.

Ownership category

akta.pro rank

Product category

Consumer Electronics Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Other Direct Insurance (except Life, Health, and Medical) Carriers (524128)

SIC

Insurance Carriers, Nec (6399)

akta.pro primary industry

Consumer Electronics & Mobile Device Protection Plans (FSAJALAH)

Keywords

• Mobile phone insurance
• Gadget insurance
• Bike insurance
• Key cover insurance
• Tools in transit insurance

Headquarters

HQ city

Portsmouth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Supercover Insurance generates revenue through insurance premiums paid by policyholders for coverage of mobile phones and gadgets. The company offers insurance products as a trading name of Insurance Factory Ltd.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Supercover Insurance provided specialized personal-lines insurance products covering mobile phones, electronic gadgets, keys, bicycles, and tools-in-transit against damage, theft, and mechanical breakdown. The company operated as a trading name of Insurance Factory Ltd, authorised and regulated by the Financial Conduct Authority (No. 306164), and distributed policies through intermediaries as well as direct telephone and email channels. As of the latest available data, Supercover has now closed and is no longer accepting new business.

Product overview

Supercover Insurance was a single-product insurance offering under Insurance Factory Ltd (FCA authorized, No. 306164), providing mobile phone and gadget insurance. The company has now closed and is no longer accepting new business.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Phone and Gadget Insurance
• Key Cover Insurance
• Bike Insurance
• Tools in Transit Insurance

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Markerstudy GroupparentOthersMarkerstudy Group of Companies is the parent organisation of Insurance Factory Ltd, the authorised and regulated entity under which Supercover Insurance operates as a trading name. Insurance Factory Ltd is FCA authorised and regulated (No. 306164).

Recent moves4 records

Expansion highlights2 records

Direct peers

• Insurance2go: UK-based specialist in mobile phone and gadget insurance, offering single-device and multi-device cover against damage, theft and breakdown on similar terms to Supercover's core offering.
• Gadget Cover: UK specialist insurer selling standalone gadget and mobile phone cover to consumers, overlapping directly with Supercover's product set and target segment.
• Protect Your Bubble: Multi-line gadget, bike, and personal-effects insurer with a UK footprint, selling policies to consumers with comparable accidental damage and theft cover.
• loveit coverit: UK gadget and mobile insurance specialist that markets through price-comparison and direct channels for the same individual consumer segment Supercover served.

Broad incumbents

• Markel UK: UK specialist insurer offering gadget, bike and personal-lines cover through broker and direct channels; operates in the same niche as Supercover with broader product breadth and balance sheet.
• Asurion: Global leader in device protection and support programs for mobile phones and electronics, supplying carrier and retailer-branded plans at scale well beyond Supercover's niche.
• Likewize: International device protection and lifecycle services provider working with carriers and retailers, offering insurance and support solutions for phones and gadgets across multiple geographies.
• Assurant: Global provider of device protection, mobile and connected-living insurance programs through carrier, retailer, and OEM partners; represents the scaled, capital-light model that has reshaped this category.
• AppleCare Services: Apple's own device protection and support offering (AppleCare+) covering damage and theft for iPhones and devices; an OEM-channel incumbent that competes for the same consumer spend on gadget cover.

Emerging players

• So-sure: UK mobile phone insurer using social-attached pricing for individual consumers; an emerging specialist competitor with similar product scope but different underwriting model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/supercoveruk
• LinkedInlinkedin.com/company/super-cover

Compliance1 record

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 Supercover Insurance