Esure Group
esure Group is a UK digital insurer offering motor and home insurance products through three brands — esure, Sheilas' Wheels, and First Alternative — serving over 2 million customers via direct websites, price comparison platforms, and UK call centres. The company was acquired by Ageas in September 2025.
- Company typePublic
- Founded2000
- HeadquartersSurrey, Canada
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Esure Group does
esure Group plc is a UK-based digital insurer offering motor and home insurance products to over 2 million customers through a multi-brand portfolio comprising esure, Sheilas' Wheels (targeted at women drivers with safer-driver rewards positioning), and First Alternative. Founded in 2000, the company combines the scale and underwriting heritage of a 25-year-old insurer with a digital-first operating model, distributing products through owned websites, UK price comparison websites, and three call centre sites located in Reigate (headquarters), Manchester, and Glasgow, supplemented by outsourced UK and South Africa operations. The technology organization spans Customer Digital Transformation, IT services, and Information Security & Data Governance functions supporting an industry-leading technology stack and digital customer journeys, with a mobile app launched in May 2025 consolidating policy management, claims, and related services.
Revenue is generated through recurring insurance premiums on motor and home policies across the three brands, with no public disclosure of pricing or premium levels; customers obtain quotes through direct online channels or price comparison websites. The company maintains a horizontal segmentation approach across consumer use cases (motor and home) and personas (notably the Sheilas' Wheels female driver segment). Esure Group operates exclusively within the United Kingdom through a corporate structure that includes esure Insurance Limited as the underwriting entity, esure Broker Limited for brokerage, esure Services Limited for service operations, esure Holdings Limited as an intermediate holding entity, and ancillary property and finance entities. At year-end 2025, the company employed 1,110 people across its three UK sites.
On 29 September 2025, esure Group was acquired by Ageas (UK) Limited from Bain Capital, transitioning the company from public-listed status to a wholly-owned subsidiary of the international insurance group Ageas. The acquisition agreement was announced 14 April 2025, and board changes were implemented the day after completion. Post-acquisition, esure continues to operate as a digital insurer within the Ageas group, with integration activities underway including consolidation of Modern Slavery and sustainability reporting frameworks.
Esure Group firmographics
Firmographics- Name
- Esure Group
- Legal name
- esure Group plc
- Website
- https://esuregroup.com
- Company type
- Public
- Founded year
- 2000
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Short description
- esure Group is a UK digital insurer offering motor and home insurance products through three brands — esure, Sheilas' Wheels, and First Alternative — serving over 2 million customers via direct websites, price comparison platforms, and UK call centres. The company was acquired by Ageas in September 2025.
- Ownership category
- akta.pro rank
Where Esure Group is headquartered
LocationHeadquarters
- HQ city
- Surrey
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Esure Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Motor Insurance Premiums: esure Group generates revenue primarily through motor insurance premiums. The company provides motor insurance products under the esure, Sheilas' Wheels, and First Alternative brands to over 2 million customers.
- Home Insurance Premiums: Home insurance products are offered alongside motor insurance, providing bundled and standalone home coverage through the company's brand portfolio.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Esure Group product offering
Product offeringCore offering
esure Group is a UK digital insurer that underwrites and distributes motor and home insurance products to over 2 million consumers under three consumer-facing brands (esure, Sheilas' Wheels, First Alternative). The company sells coverage through its own websites, UK price comparison websites, and UK-based call centres, combining digital-first customer journeys with traditional underwriting and claims operations.
Product overview
Esure Group operates as a multi-brand digital insurer offering motor and home insurance products through three distinct brands: esure (the primary brand combining digital insurance pioneer heritage with progressive technology), Sheilas' Wheels (targeting women drivers with its distinctive safer driver rewards proposition), and First Alternative (providing additional insurance options). The company serves over 2 million customers with a digital-first, insurtech approach while maintaining the scale and expertise of a traditional insurer. Products are available through online direct channels and price comparison websites.
Differentiator
Problem solved
Functional benefit
Brands
- esure: Leading digital insurance brand offering motor and home insurance products with scale, expertise and progressive propositions.
- Sheilas' Wheels
- First Alternative
Products and services
- esure Motor and Home Insurance Consumer motor and home insurance sold under the esure brand, marketed as a digital insurance pioneer combining scale, expertise, and quality customer service for UK consumers.
- Sheilas' Wheels Motor and Home Insurance Motor and home insurance products marketed under the Sheilas' Wheels brand, focused on rewarding safer drivers with a distinctive brand personality; products primarily targeted at women drivers but offered to UK consumers broadly.
- First Alternative Motor and Home Insurance Additional consumer insurance brand within the esure Group portfolio providing motor and home insurance products and ancillary services to UK consumers.
- esure all-in-one insurance app Mobile application providing esure customers with policy management, claims submission, and related self-service functionality for their motor and home insurance products.
Companies that use Esure Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Esure Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Esure Group partnerships and signals
Strategic signalScale indicators5 records
Recent moves1 record
Esure Group competitors and assessment
Company assessmentDirect peers
- Direct Line Group: UK-listed personal lines insurer focused on motor and home insurance sold direct and via PCWs, with multi-brand portfolio (Direct Line, Churchill, Privilege, Darwin). Closest direct peer to esure by product mix, channel strategy, and UK scale.
- Liverpool Victoria (LV=): UK mutual insurer with a significant personal lines motor and home book sold direct and via PCWs/brokers. Comparable to esure on UK motor/home mix and direct-to-consumer focus, though with mutual structure and broader protection lines.
- Admiral Group: Wales-based UK motor and home insurer operating multi-brand (Admiral, Elephant, Diamond, Bell) with strong price-comparison-website presence. Highly comparable to esure on multi-brand motor/home positioning and PCW-led distribution.
- Hastings Direct: UK digital-first motor and home insurer distributed primarily through price comparison websites. Closely comparable to esure on PCW-led, price-sensitive customer acquisition and online-only proposition.
- Churchill Insurance: Direct Line Group brand offering UK motor and home insurance direct and via PCWs. Comparable to esure and Sheilas' Wheels as a recognisable consumer-facing UK motor/home brand with PCW-led distribution.
Broad incumbents
- Allianz UK: UK operation of global insurer providing personal and commercial lines including motor and home, primarily through intermediaries. Comparable to esure on UK P&C product mix though distributed predominantly via brokers rather than direct/PCW.
- Aviva: One of the UK's largest insurers offering motor, home, life and commercial lines through direct, broker and intermediary channels. Overlaps with esure on UK motor and home but operates at much broader scale and product breadth.
- AXA UK: UK arm of global insurer offering motor, home, travel and commercial lines through direct and broker channels. Comparable to esure on UK P&C product set but broader, broker-led and part of a global group.
- Ageas UK: New parent of esure Group and a broader UK P&C, life and protection insurer sold direct and via intermediaries. Relevant as the integrating group now controlling esure's UK motor and home book and a structural reference point for post-acquisition positioning.
Regional players
- NFU Mutual: UK mutual insurer focused on rural and agricultural customers, offering home, motor and commercial lines through a tied-agent network. Overlaps with esure on UK home and motor but operates a fundamentally different intermediated distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Esure Group social profiles
Digital presenceEsure Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Esure Group leadership team
Management profileNumber of profiles
Profiles1 record
Esure Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Esure Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Esure Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Esure Group
What does Esure Group do?
esure Group is a UK digital insurer that underwrites and distributes motor and home insurance products to over 2 million consumers under three consumer-facing brands (esure, Sheilas' Wheels, First Alternative). The company sells coverage through its own websites, UK price comparison websites, and UK-based call centres, combining digital-first customer journeys with traditional underwriting and claims operations.
Is Esure Group a public or private company?
Esure Group is a public company. It is classified as corporate owned and is currently acquired.
When was Esure Group founded?
Esure Group was founded in 2000. It employs 1,001 to 5,000 people.
Where is Esure Group based?
Esure Group is headquartered in Surrey, Canada, in the North America region.
How does Esure Group make money?
Two revenue lines are on record. Motor Insurance Premiums are the primary driver. The others are home Insurance Premiums.
Who are Esure Group's main competitors?
Direct peers on record are Direct Line Group, Liverpool Victoria (LV=), Admiral Group, Hastings Direct and Churchill Insurance. Broad incumbents are Allianz UK, Aviva, AXA UK and Ageas UK. NFU Mutual is listed as a regional player.
Does Esure Group have an API?
No public API is recorded for Esure Group.