Assetsure

What Assetsure does

Assetsure is a UK-based insurance intermediary and broker, trading as a brand of Hildon Park Limited, that specialises in standalone, niche insurance policies for valuable items that typically exceed the single-item limits of standard home contents cover. Founded in 2012 by Bob Andrews and headquartered in the City of London, the firm is authorised and regulated by the Financial Conduct Authority (FCA No. 592997), operates as a Coverholder at Lloyd's of London, and is a member of the British Insurance Brokers Association. Its product catalogue spans jewellery and watches (engagement rings, Rolex, collections), bicycles including electric bikes, hearing aids, cameras and musical instruments, a broad range of collectables (antiques, fine art, coins, stamps, wine, handbags, militaria), specialist residential property lines including high-net-worth, listed buildings, holiday homes, buy-to-let and HMO, and commercial cover for jewellers and cycle shops.

The underlying platform is a digital insurance intermediary with online quote-and-bind capabilities that issue instant documentation, supplemented by UK-based telephone advisors available six days a week. Distribution combines a self-service website, inside-sales support, an affiliate programme targeting jewellery retailers, cycle shops and audiologists, a Refer-a-Friend scheme, content marketing, and earned media in trade and national press. Underwriting risk sits with third-party carriers, notably Lloyd's syndicates accessed via the firm's Coverholder status, rather than on Assetsure's own balance sheet.

Assetsure earns revenue on a commission basis, receiving a share of gross written premium from the insurers it places business with on both new and renewal policies, producing a recurring income stream tied to its in-force book. The customer base is fragmented across UK consumers and a small number of SME commercial clients, with no disclosed enterprise concentration and no external institutional investors, indicating a bootstrapped, owner-operated operating model.

Name

Assetsure

Legal name

Hildon Park Limited

Website

https://assetsure.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Assetsure is a UK-based, FCA-regulated insurance broker and Lloyd's of London Coverholder that arranges standalone specialist cover for jewellery, watches, bicycles, hearing aids, collectables, specialist property, and small commercial clients.

Ownership category

akta.pro rank

Product category

Specialty Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Fine Art, Jewelry & Specie (FSAJAGAL)

akta.pro secondary industries

Personal Excess Liability (High-Net-Worth) (FSAJANAF), Appraisal, Authentication & Insurance Documentation (CRAKALAH)

Keywords

• Specialist insurance broker
• Jewellery insurance
• Valuables insurance
• Bicycle insurance
• Collectibles insurance

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Intermediation: Assetsure operates as an insurance broker and intermediary, arranging specialist insurance policies for valuable items including jewellery, watches, bicycles, collectibles, hearing aids, and property. Revenue is generated through commissions from insurance providers including Lloyd's of London coverholders.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Assetsure is a UK-based insurance intermediary and Lloyd's of London coverholder that arranges specialist standalone insurance policies for valuable items. Its core offering includes jewellery and watch insurance (engagement rings, Rolex watches, diamond rings, wedding rings), bicycle and e-bike insurance, collectibles insurance (antiques, fine art, coins, stamps, wine, handbags, militaria), hearing aid insurance, specialist property insurance (high net worth homes, listed buildings, holiday homes, buy-to-let, HMO), and business insurance for jewellers and cycle retailers. Policies are underwritten through Lloyd's syndicates and other specialist insurers, sold primarily via instant online quotes and telephone support.

Product overview

Assetsure is a UK-based insurance intermediary and broker, not a direct insurer, offering a diverse portfolio of specialist insurance products arranged through their network of insurance partners including Lloyd's of London coverholders. The core offering consists of standalone jewellery and valuables insurance (engagement rings, watches, collectables, fine art) positioned as an alternative to standard home contents policies, supplemented by property insurance, bicycle/leisure insurance, hearing aid insurance, and business insurance for jewellers and cycle retailers. The company operates primarily as a digital-first broker with telephone support, providing instant online quotes and policy documentation for most products, while maintaining niche specialisation in high-value items that typically exceed standard home insurance single-item limits.

Differentiator

Problem solved

Functional benefit

Products and services

• Jewellery Insurance Standalone insurance policy covering jewellery items such as engagement rings, wedding rings, diamond rings, watches (including Rolex), earrings, pendants, and charms against theft, loss, and accidental damage worldwide, with no excess on claims. Targeted at individuals whose valuables exceed standard home insurance single-item limits.
• Bicycle Insurance Insurance coverage for standard pedal cycles and electric bicycles against theft and damage, including when used away from home or stored off-premises. Designed for individual bicycle owners seeking specialist protection beyond standard home contents policies.
• Leisure Insurance Specialist insurance for leisure equipment including cameras and photography gear, and musical instruments (including professional equipment), against theft, loss, and damage. Targeted at individual hobbyists and professional users.
• Collectables Insurance Specialist insurance for collectibles including antiques, coin collections, fine art, designer handbags, military collectibles, stamp collections, and wine collections. Designed for individual collectors needing coverage beyond typical home contents limits and proportional collection caps.
• Hearing Aid Insurance Specialist insurance for hearing aids and assistive listening devices, covering loss, damage, and theft. Targeted at hearing aid users whose devices are typically underinsured or excluded under standard home contents policies.
• Property Insurance Specialist property insurance for residential homes including standard home contents and buildings, high net worth home insurance on a worldwide all-risks basis, listed buildings, holiday homes, buy-to-let rentals, HMO properties, blocks of flats, log cabins, empty properties, and tenement blocks. Targeted at homeowners, landlords, and high net worth individuals.
• High Net Worth Home Insurance Specialist high-value home insurance providing higher sum insured limits, wider worldwide all-risks policy wordings, and superior service levels for wealthy individuals requiring coverage beyond standard home insurance offerings.
• Business Insurance Commercial insurance products including bicycle shop insurance for cycle retailers, jewellers block insurance covering stock and business contents, public liability cover, and general business insurance. Targeted at small businesses in the jewellery, cycling, and related retail sectors.
• Wedding Insurance Insurance coverage for weddings including event cancellation and coverage for wedding rings. Targeted at couples planning weddings who want combined protection for the event and associated jewellery.

Quantifiable outcome

• No excess to pay following a jewellery claim
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Joanna LumleyminorGTM or Marketing Partner · 1 March 2015Actress Joanna Lumley starred in Assetsure Classic FM radio advertising campaigns, providing celebrity endorsement for the brand. Featured in Professional Jeweller March 2015.
• Savvy and SandminorChannel Partner/ Reseller/ Distributor · 1 February 2015Jewellery retailer partnership where Savvy and Sand offers Assetsure insurance products to their customers, generating referral commissions. Featured in Professional Jeweller and Retail Jeweller in February 2015.
• HirschfeldsminorChannel Partner/ Reseller/ Distributor · 1 January 2015Jewellery retailer partnership where Hirschfelds offers Assetsure engagement ring insurance to their customers. Featured in Professional Jeweller in January 2015 as engagement ring insurance success story.
• Lloyd's of LondoncoreStrategic or Co-development PartnerAssetsure is a Lloyd's of London coverholder, enabling them to access specialist insurance markets and provide coverage products underwritten at Lloyd's. This partnership allows them to offer niche insurance products for valuable items that require specialist underwriting expertise.
• British Insurance Brokers Association (BIBA)coreOthersAssetsure is a member of BIBA, the UK's leading general insurance intermediary organisation. Membership provides industry representation, access to resources, and credibility as a regulated insurance broker.
• TrustpilotminorGTM or Marketing PartnerAssetsure uses Trustpilot for independent customer reviews and ratings, displaying trust badges on their website to build customer confidence and credibility.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/assetsure
• Facebookfacebook.com/Assetsure
• Instagraminstagram.com/assetsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Assetsure