What Start Rescue does

Start Rescue is a direct-to-consumer UK vehicle breakdown cover insurer operated by Call Assist Ltd, a privately held FCA-authorised company (FRN 304838) headquartered in Colchester, England. The company sells tiered breakdown policies under a unified platform branded across five coverage levels (One Star through Five Star), with the 3 Star tier — rated 5 Star by Defaqto — being the most popular, starting at £41.34/year versus Green Flag £70.85, RAC £123.11, and The AA £172.06 for comparable cover. Policies cover cars, vans, motorcycles, classic cars, EVs (no premium uplift), personal cover for up to four household members, business fleets, and European cover in 40+ countries, with unlimited callouts, misfuel cover up to £250, and accident recovery included as standard.

The platform is built around a self-serve digital architecture: a quote-and-purchase website at startrescue.co.uk, iOS and Android mobile apps for breakdown reporting (with location capture), an advanced Control Centre for recovery operator dispatch, and automated claim-review and operator-allocation software with human fallback. Distribution mixes direct digital sales with phone support (01206 655000), insurance aggregator/comparison site listings, and an exclusive affinity partnership with Cornmarket Insurance Services for bundled car/home insurance. The underwriting risk sits with ARAG Legal Expenses Insurance Company (policies incepted from 1 November 2024 onwards) and previously Ageas Insurance Limited.

Revenue is generated almost entirely through recurring annual and continuous monthly subscriptions, supplemented by partner referral commission from Halfords, APH, Auto Europe, Bettersafe, and Cornmarket, plus affiliated insurance products (GAP insurance, alloy wheel insurance). The company reports "hundreds of thousands" of policyholders, a 97% post-assistance recommendation rate (Nov 2025–Apr 2026), a 78%+ roadside repair rate, and a 4.7 Trustpilot score — making it the only UK breakdown provider to hold seven consecutive Which? Recommended Provider awards.

Name

Start Rescue

Legal name

Call Assist Ltd

Website

https://startrescue.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Start Rescue, operated by FCA-authorised Call Assist Ltd, is a UK direct-to-consumer vehicle breakdown cover insurer serving individual motorists, business fleets, classic car owners, and European travellers through tiered (1–5 Star) subscription policies distributed online, via mobile app, and through Cornmarket affinity and aggregator channels.

Ownership category

akta.pro rank

Product category

Vehicle Breakdown Cover

NAICS

Insurance Carriers and Related Activities (524), Motor Vehicle Towing (488410)

SIC

Insurance Agents, Brokers & Service (6411), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)

akta.pro secondary industries

Personal Auto Add-Ons & Endorsements (Roadside, Rental Reimbursement, OEM Parts) (FSAJAAAL), Auto Glass & Roadside Assistance (Add-on Coverages) (FSAJABAJ)

Keywords

• Vehicle breakdown cover
• Roadside assistance
• Vehicle recovery services
• Breakdown insurance
• Motoring protection

Headquarters

HQ city

Colchester

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

Revenue model

1. Vehicle Breakdown Cover (Annual): Annual vehicle-based breakdown cover policies providing roadside assistance, recovery, and related services for cars, vans, and motorcycles. Starting from £31.58 per year with pricing based on vehicle age and level of cover selected.
2. Personal Breakdown Cover (Annual): Annual personal breakdown cover policies covering individuals and up to 3 household members across any eligible vehicle they travel in (not exceeding 3.5 tonnes GVW).
3. Monthly Vehicle Cover: Continuous monthly breakdown cover policies with the same benefits as annual cover, billed monthly.
4. European Breakdown Cover: Short-term European breakdown cover for vehicles up to 10 years of age, providing coverage in over 40 European countries.
5. Business Breakdown Cover: Commercial vehicle breakdown cover for business fleets, taxis, and couriers.
6. Partner Referral Revenue: Revenue generated through partnerships with companies like Cornmarket (car/home insurance), Halfords (servicing), and others where customers can access exclusive deals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Start Rescue sells tiered vehicle breakdown cover insurance policies (One Star through Five Star) for cars, vans, motorcycles, classic cars, and electric vehicles, plus dedicated Personal, Business, and European cover variants. Policies provide 24/7 UK and European roadside assistance, nationwide recovery, misfuel cover, accident recovery, home assist, alternative transport, and overnight accommodation. Distribution is via the startrescue.co.uk website, mobile app, phone sales, and insurance aggregators, with ancillary partner products including GAP Insurance, Alloy Wheel Insurance, and Cornmarket car/home insurance.

Product overview

Start Rescue is a UK-based vehicle breakdown recovery insurance provider operated by Call Assist Ltd. The core offering is a tiered breakdown cover portfolio spanning five star levels (One Star to Five Star) for cars, vans, motorcycles, and classic cars, supplemented by Personal Cover, Business Cover, and European Cover products. Core features include unlimited callouts, roadside assistance, national recovery, misfuel cover, and accident recovery included as standard. The company also offers a mobile app for breakdown reporting, exclusive customer deals through partner programs, and related insurance products including GAP Insurance and Alloy Wheel Insurance through third-party partnerships. The product architecture is organized as a unified breakdown cover platform with tiered coverage levels, where higher star ratings unlock additional benefits such as Home Assist and European Cover, supplemented by ancillary insurance products and a customer discount program.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Breakdown Cover Vehicle breakdown insurance for cars covering roadside assistance, national recovery, home assistance, alternative transport, overnight accommodation and key assist. Offered across five star levels (One Star through Five Star) with varying benefits.
• Electric Car Breakdown Cover Breakdown cover for electric vehicles providing support including transportation to the nearest working charging point if battery charge runs out, with no additional premium for EVs.
• Van Breakdown Cover Breakdown insurance for vans offering roadside assistance and recovery services across three levels of cover.
• Business Breakdown Cover Commercial vehicle breakdown cover for businesses, including taxi and courier breakdown cover options.
• Motorcycle Breakdown Cover Breakdown insurance for motorbikes covering roadside assistance and recovery services.
• Classic Car Breakdown Cover Specialist breakdown cover for classic and historic vehicles.
• Personal Breakdown Cover Individual breakdown insurance covering the policyholder and up to three household members in any eligible vehicle they are traveling in, regardless of which vehicle.
• European Breakdown Cover Annual and short-term breakdown cover for driving in over 40 European countries, available for cars and motorcycles under 10 years of age.
• GAP Insurance Guaranteed Asset Protection insurance covering the gap between a vehicle's market value and outstanding finance in case of total loss.
• Alloy Wheel Insurance Insurance product covering damage to alloy wheels.
• Cornmarket Car Insurance (via partnership) Car insurance offered through partnership with Cornmarket Insurance Services, providing exclusive rates for Start Rescue customers with 12 monthly payments at 0% interest option.

Quantifiable outcome

• 97% of customers recommend Start Rescue after receiving assistance
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Cornmarket Insurance Services LtdcoreGTM or Marketing PartnerPartnership providing exclusive car and home insurance products for Start Rescue customers. Cornmarket offers 12 monthly payments at 0% interest and exclusive Start Rescue rates. Cornmarket is FCA authorized (FRN 308099) with over 25 years' experience in insurance.
• Halfords AutocentresminorGTM or Marketing PartnerExclusive deals partnership providing Start Rescue customers with 10% off servicing at Halfords Autocentres. Customers enter their vehicle registration to book appointments.
• APH (Airport Parking & Hotels)minorGTM or Marketing PartnerExclusive deals partnership providing Start Rescue customers with discounts on airport parking, hotels, and car hire through APH.
• Auto EuropeminorGTM or Marketing PartnerExclusive car hire partnership for over 50 years, offering Start Rescue customers preferential rates with 8000+ hire destinations worldwide.
• BettersafeminorGTM or Marketing PartnerCar hire excess insurance partnership offering coverage from £1.99/day compared to £10+ with rental agencies. Covers damage, theft, lost keys, misfuelling, and more.
• QDOS Accident Assistance LimitedcoreTechnology or IntegrationManages the Start Rescue Accident Assistance Service on behalf of Start Rescue. This complimentary service does not form part of the insured products.
• ARAG Legal Expenses Insurance Company LtdcoreOthersUnderwriter for Start Rescue Vehicle Rescue policies with start date on or after 1st November 2024, and for all Business Breakdown policies. ARAG is authorized by the Prudential Regulation Authority and regulated by the FCA and PRA (FRN 202106).
• Ageas Insurance LimitedcoreOthersUnderwriter for Start Rescue Vehicle Rescue policies with start date on or before 31st October 2024. Ageas is authorized by the Prudential Regulation Authority and regulated by the FCA and PRA (FRN 202039).
• Macmillan Cancer SupportminorStrategic or Co-development PartnerCorporate Social Responsibility partnership with Macmillan Cancer Support.
• Financial Ombudsman ServiceminorOthersExternal dispute resolution service for customer complaints that cannot be resolved directly with Start Rescue.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GEM Motoring Assist: UK breakdown and motoring assistance provider focused on value-conscious motorists. Comparable to Start Rescue in product structure, tier-based cover, and price-positioning within the UK breakdown market.
• LV= Britannia Rescue: UK breakdown cover product offered by LV= General Insurance, providing roadside assistance and recovery services. Direct competitor with similar product structure and multi-tier cover offerings targeting private motorists.
• Green Flag: UK breakdown cover provider owned by Direct Line Group, offering roadside assistance and vehicle recovery. Direct competitor named in Start Rescue's pricing comparison (£70.85) and serves a similar value-positioned segment of motorists.
• RAC: Major UK breakdown cover provider with owned patrol fleet and broad product range. Listed in Start Rescue's own competitive pricing comparison (£123.11 vs Start Rescue £41.34), positioning RAC as the most directly comparable scaled competitor.
• Rescue My Car: UK-based breakdown cover specialist offering budget roadside assistance and vehicle recovery. Closely comparable mid-market challenger operating with similar tiered cover structure and price-led value proposition.
• The AA: The UK's largest breakdown provider operating a national owned patrol network, offering roadside assistance, insurance, and motoring services. Direct competitor to Start Rescue in vehicle breakdown cover with overlapping products across personal, business, and European cover.
• Autoaid Breakdown: UK breakdown cover provider operating a digitally-led direct-to-consumer model. Comparable as a smaller digital-native UK breakdown specialist targeting cost-conscious motorists with similar product tiers.

Others

• Call Assist Ltd (parent): Parent entity of Start Rescue, providing accident management and related insurance services. Relevant as the corporate vehicle that owns and operates the Start Rescue brand and holds FCA authorisation.

Emerging players

• Emergency Assist Ltd: UK breakdown cover provider operating a digitally-led subscription model. Comparable as a smaller UK breakdown specialist with overlapping product tiers and aggregator-channel distribution strategy.
• Cover My Breakdown: UK digital-first breakdown cover specialist operating in the same price-led tier of the UK market. Comparable as a smaller-scale competitor with similar direct-to-consumer distribution and aggregator presence.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/startrescuecouk
• LinkedInlinkedin.com/company/startrescuecouk

Compliance5 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 Start Rescue