Elephant

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.

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

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

• Car insurance
• Motor insurance
• Multi-car insurance
• Breakdown cover
• Telematics driving discount

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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).
4. Landlord Insurance (referral): Elephant refers customers to Admiral for landlord insurance products. Revenue is generated through referral arrangements with Admiral.
5. 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.
6. Van Insurance (referral): Elephant refers customers to Admiral's van insurance product, provided through Admiral's commercial vehicle insurance expertise.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• EUI LimitedcoreOthersElephant 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 plccoreOthersElephant (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 LegalcoreImplementation/ SI/ Consulting PartnerElephant 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 LimitedcoreTechnology or IntegrationAuxillis 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 AGminorGTM or Marketing PartnerElephant 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 SquareTechnology or IntegrationElephant 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

Direct 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

• Facebookfacebook.com/ElephantInsurance
• Xtwitter.com/ElephantUK

Compliance2 records

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 Elephant