GEM Motoring Assist
GEM Motoring Assist is a UK breakdown recovery service provider, founded in 1932, offering annual subscription cover to individual drivers and families through a 425-operator network as part of the Call Assist Group.
- Company typePrivate
- Founded1932
- HeadquartersForest Row, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What GEM Motoring Assist does
GEM Motoring Assist is a UK breakdown recovery service provider, founded in 1932 as a road safety association and now operating as a trading style of The Company of Veteran Motorists Limited, authorised and regulated by the Financial Conduct Authority (FRN 312480). The company sells annual subscription-based breakdown cover to individual consumers, offering two primary structures: Recovery EXTRA Personal (covering the member as driver or passenger in any eligible vehicle) and Recovery EXTRA Vehicle (covering a specific vehicle regardless of driver), with a third exclusive Recovery RECLAIM pay-and-claim tier. Pricing starts at £91 per year for personal cover, with NHS, healthcare professional, and student discounts of 15% reducing entry pricing to approximately £82.22. All policies include unlimited call-outs, roadside and home assistance, nationwide recovery, onward travel, misfuel cover, and driver illness coverage.
GEM operates as a direct-to-consumer business distributed through motoringassist.com, a self-serve iOS and Android mobile app, and a phone-based UK contact centre. The technical platform includes a proprietary mobile app with What3Words location integration enabling members to report breakdowns, share location, and track recovery vehicles in real time, with self-service reporting claimed to be 40% faster than phone-based assistance. Service delivery relies on the Call Assist Group's nationwide network of approximately 425 approved independent recovery operators across the UK and an additional European network spanning 45+ countries, with policies underwritten by Collinson Insurance Services Limited (FCA and PRA authorised, FRN 311883). European breakdown cover is offered through a partnership with Travel Insurance Specialists P J Hayman under the Euro Plus brand.
The company serves multiple customer segments including individual drivers and families, motorcyclists, caravan and trailer owners, classic car enthusiasts (with no vehicle age limit), van drivers (up to 3,500kg GVW), and electric vehicle owners requiring mobile charge or recovery to charging stations. Membership bundles include a quarterly Good Motoring magazine, free technical advice helpline, member discounts, and a £20 refer-a-friend incentive. GEM holds a 4.69/5 rating on Reviews.io based on 2,674 reviews and 4.6/5 on Trustpilot based on 1,655 reviews, and has received Which? Trusted Trader endorsement and Personal Finance Awards 2025 Highly Commended recognition.
GEM Motoring Assist firmographics
Firmographics- Name
- GEM Motoring Assist
- Legal name
- The Company of Veteran Motorists Limited
- Website
- https://motoringassist.com
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GEM Motoring Assist is a UK breakdown recovery service provider, founded in 1932, offering annual subscription cover to individual drivers and families through a 425-operator network as part of the Call Assist Group.
- Ownership category
- akta.pro rank
GEM Motoring Assist industry classification
Industry- Product category
- Vehicle Breakdown and Recovery Services
- NAICS
- Motor Vehicle Towing (488410), Motor Vehicle Towing (48841), Support Activities for Road Transportation (4884)
- SIC
- 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
Where GEM Motoring Assist is headquartered
LocationHeadquarters
- HQ city
- Forest Row
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
GEM Motoring Assist business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Breakdown Cover Memberships: GEM generates revenue primarily through annual membership fees for breakdown recovery cover. Members pay upfront annual fees starting from £91.00 for personal breakdown cover. Coverage includes roadside assistance, home assistance, nationwide recovery, onward travel, and unlimited call-outs. Additional options include European cover upgrades and Recovery EXTRA premium packages.
- European Breakdown Cover (Third-party Partnership): GEM offers European breakdown cover through a partnership with Travel Insurance Specialists P J Hayman, branded as Euro Plus. This is a discounted benefit available to GEM members, providing short-term European cover.
- GEM Club Membership (Standalone): Non-breakdown cover GEM membership is available for a fee, providing access to the quarterly Good Motoring Magazine, vehicle road test reports, technical advice, competitions, and member discounts without purchasing breakdown cover.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Recovery EXTRA Personal - Personal cover protecting the member as driver or passenger in any eligible vehicle |
| Subscription | Annual | Recovery EXTRA Vehicle - Cover for one specific vehicle regardless of who drives it |
| Subscription | Annual | Recovery RECLAIM - Pay and claim package |
| Subscription | Pay-as-you-go | Euro Plus European Breakdown Cover |
| Subscription | Annual | NHS and Student Discount |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
GEM Motoring Assist product offering
Product offeringCore offering
GEM Motoring Assist sells annual UK breakdown recovery memberships to individual drivers, families and vehicle owners. Core cover includes roadside assistance, home assistance, nationwide recovery, onward travel and unlimited call-outs, with separate Personal (covers the member in any eligible vehicle) and Vehicle (covers a specific vehicle) options. Membership also includes a quarterly Good Motoring magazine, free technical advice and member discounts, with optional European cover supplied in partnership with P J Hayman.
Product overview
GEM Motoring Assist offers a unified breakdown recovery service with two primary cover types: Recovery EXTRA Personal (covering members as individuals in any eligible vehicle) and Recovery EXTRA Vehicle (covering a specific vehicle). Both are fully comprehensive with no add-ons required, including home assistance, roadside recovery, nationwide recovery, onward travel, and unlimited call-outs. The portfolio also includes vehicle-specific cover types (car, motorcycle, caravan/trailer, classic car, van), with optional European cover upgrade available. GEM membership is bundled with all policies, providing the quarterly Good Motoring magazine, free technical advice, and member discounts. The service is accessible via a mobile app, phone, or online self-service portal.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Self-service assistance is up to 40% faster than calling
- +2 more outcomes
Companies that use GEM Motoring Assist
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
GEM Motoring Assist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GEM Motoring Assist partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- P J Hayman (Travel Insurance Specialists)coreGEM has partnered with P J Hayman (Travel Insurance Specialists) to offer Euro Plus - a discounted European Breakdown Cover product exclusively available to GEM members. This partnership enables GEM to provide European coverage as a member benefit without operating its own international network, extending coverage to over 45 countries.
- Call Assist GroupflagshipGEM Motoring Assist is a trading style of The Company of Veteran Motorists Limited and part of the Call Assist Group. Call Assist Group provides breakdown recovery services on behalf of multiple insurance brands and manages the network of around 425 approved Recovery Operators throughout the UK and additional network in Europe serving over 2 million breakdown customers.
- Collinson Insurance Services LimitedcoreCollinson Insurance Services Limited underwrites GEM's roadside recovery policies. Collinson is authorised by the Prudential Regulation Authority and regulated by the FCA and PRA (Firm Reference Number 311883).
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
GEM Motoring Assist competitors and assessment
Company assessmentDirect peers
- Green Flag: Green Flag provides UK breakdown cover via a network of independent recovery operators, very similar to GEM's asset-light model. Direct competitor serving the same personal and vehicle cover use cases, often distributed through partners such as Direct Line.
- RAC: RAC is a leading UK roadside assistance and breakdown cover provider offering personal and vehicle policies, mobile apps, and a national patrol network. Direct competitor to GEM across consumer breakdown cover with overlapping customer segments and product features.
- Start Rescue: Start Rescue is a UK breakdown cover specialist selling personal and vehicle policies direct-to-consumer at competitive price points. Competes head-on with GEM on annual subscription pricing and basic roadside/recovery features.
- The AA: The AA is the UK's largest breakdown and roadside assistance provider with a national patrol fleet and personal/vehicle cover products. Directly competes with GEM on price, brand awareness, and product scope in the UK consumer breakdown market.
Regional players
- ADAC: ADAC is Germany's dominant roadside assistance membership organisation and a useful international analogue for GEM's member-club-led model. Comparable as a heritage motoring organisation monetising roadside and travel assistance via annual memberships, though operating in a different geography.
Broad incumbents
- LV= Britannia Rescue: LV= offers breakdown cover (Britannia Rescue) as part of its broader personal lines insurance portfolio. Comparable to GEM as a UK consumer breakdown provider, but distributed and cross-sold inside a multi-line insurance proposition.
- Allianz Assistance: Allianz Assistance is a large international roadside and travel assistance provider operating in the UK alongside its global network. Comparable to GEM as a UK breakdown/travel-assistance provider, but with multi-territory scale that GEM lacks.
- Direct Line Group: Direct Line Group distributes breakdown cover through its own brands (e.g. Green Flag) and partner channels, sitting in the broader UK personal lines insurance value chain. Comparable to GEM through parallel roadside product offerings and shared independent-operator model.
Emerging players
- Emergency Assist: Emergency Assist is a smaller UK breakdown cover brand operating on a similar independent-operator model. Comparable to GEM as a price-positioned alternative targeting consumers seeking lower subscription costs.
- Rescue My Car: Rescue My Car is a smaller UK breakdown provider targeting price-sensitive drivers. Comparable to GEM as a direct-to-consumer breakdown subscription, though with smaller brand recognition and a narrower product range.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GEM Motoring Assist social profiles
Digital presenceGEM Motoring Assist compliance and trust
Trust signalCompliance4 records
GEM Motoring Assist financial estimates
Financial estimateRevenue estimate
Valuation estimate
GEM Motoring Assist leadership team
Management profileNumber of profiles
Profiles1 record
GEM Motoring Assist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GEM Motoring Assist 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 GEM Motoring Assist
What does GEM Motoring Assist do?
GEM Motoring Assist sells annual UK breakdown recovery memberships to individual drivers, families and vehicle owners. Core cover includes roadside assistance, home assistance, nationwide recovery, onward travel and unlimited call-outs, with separate Personal (covers the member in any eligible vehicle) and Vehicle (covers a specific vehicle) options. Membership also includes a quarterly Good Motoring magazine, free technical advice and member discounts, with optional European cover supplied in partnership with P J Hayman.
Is GEM Motoring Assist a public or private company?
GEM Motoring Assist is a private company. It is classified as corporate owned and is currently operating.
When was GEM Motoring Assist founded?
GEM Motoring Assist was founded in 1932. It employs 11 to 50 people.
Where is GEM Motoring Assist based?
GEM Motoring Assist is headquartered in Forest Row, United Kingdom, in the Europe region.
How does GEM Motoring Assist make money?
Three revenue lines are on record. Breakdown Cover Memberships are the primary driver. The others are european Breakdown Cover (Third-party Partnership) and GEM Club Membership (Standalone).
Who are GEM Motoring Assist's main competitors?
Direct peers on record are Green Flag, RAC, Start Rescue and The AA. ADAC is listed as a regional player. Broad incumbents are LV= Britannia Rescue, Allianz Assistance and Direct Line Group. Emerging players are Emergency Assist and Rescue My Car.
Does GEM Motoring Assist have an API?
No public API is recorded for GEM Motoring Assist.
What industry is GEM Motoring Assist in?
GEM Motoring Assist's product category is Vehicle Breakdown and Recovery Services. Its primary akta.pro industry code is FSAJALAL, Roadside Assistance & Towing Memberships (Bundled with Service Contracts), with a secondary code of FSAJAAAL, Personal Auto Add-Ons & Endorsements (Roadside, Rental Reimbursement, OEM Parts). Its NAICS code is 488410 and its SIC code is 7500.