Elephant
Elephant is a UK direct-to-consumer car insurance provider operating as a trading name of EUI Limited, part of Admiral Group plc, serving UK motorists with comprehensive, multi-car and add-on motor cover distributed through direct, aggregator and affiliate channels.
- Company typePrivate
- Founded1992
- HeadquartersCardiff, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Elephant does
Elephant is a UK-based car insurance provider operating as a trading name of EUI Limited, itself a wholly-owned subsidiary of Admiral Group plc. The company is headquartered in Cardiff, Wales, with a stated headcount in the 1,001–5,000 range, and serves UK consumers through direct-to-consumer motor insurance. Founded as part of the Admiral Group stable of price-comparison brands, Elephant offers three tiers of private car insurance — Comprehensive, Third Party Fire & Theft, and Third Party Only — alongside a MultiCar product, optional add-ons covering breakdown, hire vehicle, motor legal expenses, and personal injury, plus referral pathways into Admiral Group sister brands for van, travel, home, and landlord insurance.
The company's technical platform centres on a direct online quote and renewals engine, a customer self-service portal branded MyAccount, iOS and Android mobile applications, and a telematics feature called MyTrips that records driving behaviour (journeys, speeds, phone use, distraction events) for potential premium adjustment. Customer service is augmented by E.V.A., a virtual assistant chatbot deployed on the website. Elephant is authorised and regulated by the Financial Conduct Authority (Firm Reference No. 309378), and the business operates a multi-channel distribution model spanning direct digital, price-comparison aggregators, and an affiliate programme managed through Awin. The business model is a standard UK private motor insurer construct: gross written premium on direct and aggregator-acquired policies, investment income on float, and ancillary revenue from add-ons and cross-sold Admiral Group products.
Elephant firmographics
Firmographics- Name
- Elephant
- Legal name
- EUI Limited
- Website
- https://elephant.co.uk
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Elephant is a UK direct-to-consumer car insurance provider operating as a trading name of EUI Limited, part of Admiral Group plc, serving UK motorists with comprehensive, multi-car and add-on motor cover distributed through direct, aggregator and affiliate channels.
- Ownership category
- akta.pro rank
Elephant industry classification
Industry- Product category
- Auto Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industries
- Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD), Travel & Accident (Non-Life) Insurance (FSAJAMAN)
Keywords
Where Elephant is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Elephant business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Motor Insurance Premiums: Core revenue from sale of car insurance policies. Elephant sells three levels of cover: Comprehensive, Third Party Fire & Theft, and Third Party Only. Policies are available as annual (12-month) or bonus accelerator (10-month) terms. Premiums are calculated based on driver age, location, vehicle type, usage classification, No Claims Bonus history, and other risk factors.
- Policy Upgrades / Add-ons: Additional revenue from optional add-on products sold alongside the base motor insurance policy, including Breakdown Cover (Roadside Assistance, National Cover, European Cover), Hire Vehicle Cover, Motor Legal Expenses, and Personal Injury Cover.
- MultiCar Insurance: Multi-vehicle household insurance policies that bundle multiple cars under a single policy with multi-car discounts. Additional vehicles can be added for a fee (£29.50 per vehicle).
- Landlord Insurance (referral): Elephant refers customers to Admiral for landlord insurance products. Revenue is generated through referral arrangements with Admiral.
- Travel Insurance (referral): Elephant refers customers to Admiral for travel insurance products, including single trip, annual, winter sports, and cruise cover at Platinum level. Admiral offers 5 Star rated travel insurance across three coverage levels.
- Van Insurance (referral): Elephant refers customers to Admiral's van insurance product, provided through Admiral's commercial vehicle insurance expertise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | No Claims Bonus Discounts — 1 to 9+ years NCB |
| Subscription | Annual | Comprehensive Car Insurance — highest level of protection |
| Subscription | Annual | Third Party, Fire & Theft Car Insurance — mid-level cover |
| Subscription | Annual | Third Party Only Car Insurance — minimum legal cover |
| Subscription | One time/ perpetual license | Policy Administration Fees |
| Subscription | Annual | Breakdown Cover Add-on — three levels: Roadside Assistance, National Cover, European Cover |
| Subscription | Annual | Hire Vehicle Cover Add-on |
| Subscription | Annual | Motor Legal Expenses Add-on |
| Subscription | Annual | Personal Injury Cover / Personal Injury Plus Cover Add-on |
| Subscription | Annual | Protected and Guaranteed No Claims Bonus |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Elephant product offering
Product offeringCore offering
Elephant is a UK direct-to-consumer car insurance brand that sells motor insurance policies (Comprehensive, Third Party Fire & Theft, and Third Party Only) to individual motorists, alongside MultiCar policies bundling multiple vehicles under one policy. Core products are enhanced with optional add-ons (Breakdown Cover, Hire Vehicle Cover, Motor Legal Expenses, Personal Injury Cover) and supported by the Elephant App with MyTrips telematics, which collects driving behaviour data to calculate renewal discounts. Supplementary insurance lines (Travel, Van, Home, Landlord) are provided through referral to Admiral.
Product overview
Elephant is a UK-based digital car insurance brand (trading name of EUI Limited, part of Admiral Group plc) offering single and multi-car motor insurance as its core products, along with supplementary insurance lines and digital tools. Its primary offering is Single Car Insurance with three coverage tiers (Comprehensive, Third Party Fire & Theft, Third Party Only), which can be enhanced with a suite of policy upgrades including Breakdown Cover (three levels: Roadside, National, European), Hire Vehicle Cover (up to 28 days of replacement car), Motor Legal Expenses (up to £100,000 legal costs via Arc Legal), and Personal Injury Cover (up to £50,000 or £100,000). MultiCar Insurance extends these products to multi-vehicle households. Supplementary offerings include Travel Insurance, Van Insurance, Home Insurance, and Landlord Insurance, all delivered through Admiral. The digital ecosystem comprises the Elephant App (iOS/Android) for policy management and claims, Breakdown Assist for roadside help, and MyTrips telematics for driving behaviour scoring and renewal discounts. The company is authorised and regulated by the FCA.
Differentiator
Problem solved
Functional benefit
Products and services
- Single Car Insurance Elephant's primary motor insurance product offering three levels of cover (Comprehensive, Third Party Fire & Theft, and Third Party Only) for UK motorists, with optional add-ons and NCB discounts.
- MultiCar Insurance Insurance policy that bundles two or more cars under a single policy with multi-car discounts applied per vehicle, including courtesy car, £5,000 personal injury cover, windscreen cover, and 90 days of European cover.
- Breakdown Cover Optional add-on covering vehicle breakdown in three levels: Roadside Assistance, National Cover, and European Cover, including misfuelling, lost/broken keys, alternative transport, and overnight accommodation. Cover for electric vehicles is included.
- Windscreen Cover Repair and replacement cover for vehicle windscreens, included as standard in Comprehensive policies and administered through approved repairer Autoglass. £25 excess for repairs, £115 excess for replacement; capped at £50 if a non-approved repairer is used.
- Hire Vehicle Cover Provides a similar-sized replacement car (up to 2.0 litre and seven seats) for up to 28 days when the insured vehicle is written off or stolen, delivered to home or work, with a £400 cash alternative available.
- Motor Legal Expenses Up to £100,000 of cover for legal costs following a non-fault motor accident, including uninsured loss recovery, personal injury claims, motoring prosecution defence, contract disputes, and car identity cloning. Includes 24/7 Legal Advice Helpline access.
- Personal Injury Cover / Personal Injury Plus Cover Optional cover providing up to £50,000 (PI) or £100,000 (PI+) for accidental death, serious injury, and minor injuries including fractures and burns, with daily hospital payment benefits of £200 (PI) or £400 (PI+). Covers policyholder and named drivers, including uninsured driver protection.
- Travel Insurance Travel insurance offered through Admiral, providing single trip, annual, winter sports, and cruise cover across three levels spanning UK, Europe, and Worldwide. Admiral's Platinum level is 5 Star rated.
- Van Insurance Commercial vehicle insurance offered through Admiral for professionals seeking better value van insurance.
- Landlord Insurance Landlord insurance provided through Admiral covering loss of rent and accidental damage, with combined buildings and contents, buildings-only, or contents-only options across three levels of cover.
- Home Insurance Home insurance offered through Admiral with three cover packages: Admiral (standard flexible cover), Admiral Gold (includes additional extras), and Admiral Platinum (full-featured comprehensive policy) for buildings and contents.
Quantifiable outcome
- NCB discount of 16% after 1 year, 18% after 2+ years claim-free driving
- +3 more outcomes
Companies that use Elephant
Customer profileSegments4 records
Ideal customer profiles4 records
Elephant technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature5 records
Elephant partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- EUI LimitedcoreElephant is a trading name of EUI Limited (Company Number 02686904), an Admiral Group plc company. EUI Limited administers the insurance policies and is authorised and regulated by the FCA (Firm Ref No: 309378). EUI arranges the sale of motor insurance on behalf of other insurers and manages ancillary products.
- Admiral Group plccoreElephant (EUI Limited) is a subsidiary of Admiral Group plc, listed on the London Stock Exchange. Admiral Group provides shared infrastructure, technology, and underwriting capacity. Elephant refers customers to Admiral for Van Insurance, Travel Insurance, and Home Insurance products.
- Arc LegalcoreElephant partners with Arc Legal for Motor Legal Expenses cover. Arc Legal is a specialist team that manages legal expense claims and supports customers step by step. The partnership provides up to £100,000 legal cost cover for customers involved in non-fault motor accidents.
- Auxillis Services LimitedcoreAuxillis Services Limited supplies replacement hire vehicles for Elephant's Hire Vehicle Cover add-on. When a customer's car is written off or stolen, Elephant informs Auxillis, which arranges delivery of a similar-sized replacement vehicle (up to 2.0L, 7 seats) for up to 28 days.
- Awin AGminorElephant uses the Awin affiliate marketing platform for performance optimisation and customer sales attribution. Awin cookies (_D9J, bId) are deployed to match device attribution requests and associate customer sales with the correct affiliate for commission payment.
- Content SquareElephant uses Content Square (_cs_*) for UX analytics and user behaviour analysis on its website. The service records anonymous information (mouse clicks, movements, scrolling) to analyse visitor experience without collecting personally identifiable information.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Elephant competitors and assessment
Company assessmentDirect peers
- Direct Line Group: Direct Line Group is a major UK motor and home insurer operating direct-to-consumer brands (Direct Line, Churchill, Privilege, Darwin). It competes head-to-head with Elephant in UK personal auto through the same aggregator-led and direct channels, with a similar product tier structure and add-on ecosystem.
- RAC Insurance: RAC is a UK motoring services organisation offering breakdown cover and motor insurance products directly to consumers. It overlaps with Elephant in car insurance and breakdown cover (where RAC's roadside assistance network is the underlying capability), making it comparable on both core and add-on product dimensions.
- LV= (Liverpool Victoria): LV= is a UK mutual insurer offering motor, home, and life insurance products direct and through aggregators. It competes with Elephant in personal auto with comparable tiered cover, multi-car options, and breakdown add-ons, and serves a similar broad UK consumer base.
- Hastings Direct: Hastings Direct is a UK-based direct car insurance brand known for its heavy reliance on price-comparison aggregators and targeting of price-sensitive drivers. It competes with Elephant on the same aggregator listings with overlapping product tiers and multi-car offerings.
- Churchill Insurance: Churchill is a UK motor and home insurer owned by Direct Line Group, sold direct-to-consumer and through aggregators. It mirrors Elephant's three-tier cover structure (Comprehensive/Third Party Fire & Theft/Third Party Only) and similar add-on ecosystem, making it a directly comparable brand competitor.
- Saga Insurance: Saga is a UK specialist insurance provider focused on the over-50s demographic, with motor insurance as a core product. It competes with Elephant in UK personal auto but targets the opposite end of the age spectrum from Elephant's young-driver segment, making it a relevant peer on product structure but with a differentiated target customer.
- Sheilas' Wheels: Sheilas' Wheels is a UK car insurance brand (owned by Esure) targeting women drivers with price-comparison-led distribution. It overlaps with Elephant's D2C aggregator model and add-on structure but differentiates by customer demographic, making it a directly comparable UK motor peer.
Broad incumbents
- Ageas UK: Ageas is a UK general insurer offering personal motor, home, and travel insurance through direct and broker channels. It competes with Elephant in UK car insurance as a multi-line incumbent, with broader product breadth and a different distribution mix.
- NFU Mutual: NFU Mutual is a UK mutual insurer historically rooted in rural and farming communities that has expanded into general personal lines including motor insurance. While it competes with Elephant for UK motorists, its distribution and brand positioning are fundamentally different (agency/broker-led, rural heritage) versus Elephant's pure direct-to-consumer digital model.
- Aviva UK: Aviva is one of the UK's largest general insurers, offering personal motor insurance as part of a broader portfolio including life, health, home, and commercial lines. It competes with Elephant in UK car insurance but from a much larger multi-line incumbent position rather than a motor-specialist D2C identity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights6 records
Customer concentration
Elephant social profiles
Digital presenceElephant compliance and trust
Trust signalCompliance2 records
Elephant financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elephant leadership team
Management profileNumber of profiles
Elephant funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elephant M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Elephant
What does Elephant do?
Elephant is a UK direct-to-consumer car insurance brand that sells motor insurance policies (Comprehensive, Third Party Fire & Theft, and Third Party Only) to individual motorists, alongside MultiCar policies bundling multiple vehicles under one policy. Core products are enhanced with optional add-ons (Breakdown Cover, Hire Vehicle Cover, Motor Legal Expenses, Personal Injury Cover) and supported by the Elephant App with MyTrips telematics, which collects driving behaviour data to calculate renewal discounts. Supplementary insurance lines (Travel, Van, Home, Landlord) are provided through referral to Admiral.
Is Elephant a public or private company?
Elephant is a private company. It is classified as corporate owned and is currently operating.
When was Elephant founded?
Elephant was founded in 1992. It employs 1,001 to 5,000 people.
Where is Elephant based?
Elephant is headquartered in Cardiff, United Kingdom, in the Europe region.
How does Elephant make money?
Six revenue lines are on record. Motor Insurance Premiums are the primary driver. The others are policy Upgrades / Add-ons, multiCar Insurance, landlord Insurance (referral), travel Insurance (referral) and van Insurance (referral).
Who are Elephant's main competitors?
Direct peers on record are Direct Line Group, RAC Insurance, LV= (Liverpool Victoria), Hastings Direct, Churchill Insurance, Saga Insurance and Sheilas' Wheels. Broad incumbents are Ageas UK, NFU Mutual and Aviva UK.
Does Elephant have an API?
No public API is recorded for Elephant.
What industry is Elephant in?
Elephant's product category is Auto Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAJAJAD, Personal Accident Insurance (Injury, Disability & Income Benefit). Its NAICS code is 52412 and its SIC code is 6331.