What Loops Insurance does

Loops Insurance is a UK-based, digital-first insurance brand that intends to sell non-advised insurance policies directly to consumers. It is a trading name of Rothwell & Towler Ltd (registered in England, company number 08294942, registered office at St Clare House, 30-33 Minories, London, EC3N 1PE), with Martin Rothwell serving as Managing Director of the parent entity. Distribution is authorised through Crispin Speers & Partners Ltd (FCA Register 311507), under which Rothwell & Towler Ltd acts as an Appointed Representative, providing the regulatory perimeter required to sell insurance in the UK.

The company targets busy individuals seeking a faster, friendlier, and more effective alternative to traditional insurance, with messaging emphasising cost savings and a seamless fit around customers' schedules. Its stated product strategy is a unified insurance offering — described as "policies" (plural) that "wrap seamlessly around busy lifestyles" — suggesting a multi-line ambition rather than a single product, though no specific product lines, premiums, or coverage terms have been disclosed. The go-to-market is direct-to-consumer on a non-advised basis, meaning customers self-select coverage rather than receiving regulated advice.

Operationally, Loops Insurance is in a pre-launch / soft-launch phase. The website displays a "Hold tight – we are perfecting our policies" message, no products are available for purchase, and no revenue, headcount, funding, marketing channels, or technology stack have been disclosed. The proprietary technology is listed as "Not disclosed," and there are no announced partnerships beyond the regulatory and corporate structure that enables the brand. Core technology, data assets, and AI capabilities are absent from the public record, leaving the underlying operating model effectively a clean-sheet digital insurer awaiting launch.

Name

Loops Insurance

Legal name

Rothwell & Towler Ltd

Website

https://loopsinsurance.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Loops Insurance is a UK-based, pre-launch digital insurance brand operating under Rothwell & Towler Ltd, planning to sell non-advised insurance policies directly to busy individual consumers once its product line goes live.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Consumer insurance
• Insurance products
• Personal lines insurance
• Digital insurance
• Non-advised 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, Infrastructure

Revenue model

1. Insurance Premiums: Loops Insurance collects premiums from policyholders in exchange for insurance coverage. Premiums and availability may vary depending on individual circumstances. Policies are offered on a non-advised basis.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Loops Insurance is developing a direct-to-consumer insurance offering designed to wrap seamlessly around busy lifestyles, promising faster, friendlier, and more effective coverage. Operating as a trading name of Rothwell & Towler Ltd and regulated by the FCA via Crispin Speers & Partners Ltd, the company offers its policies on a non-advised basis to individual customers. The firm is currently in a pre-launch/soft-launch phase, with named insurance products not yet publicly announced.

Product overview

Loops Insurance is developing a unified insurance offering designed to wrap seamlessly around busy lifestyles. The company is currently in a pre-launch phase, perfecting its insurance policies to be faster, friendlier, and more effective. No specific named products or modules have been announced yet.

Differentiator

Problem solved

Functional benefit

Products and services

• Loops Insurance Policies Upcoming personal insurance products offered on a non-advised basis to individual consumers with busy lifestyles, designed to be faster, friendlier, and more effective than traditional insurance. Premiums and availability may vary depending on individual circumstances.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Rothwell & Towler LtdcoreOthersLoops Insurance is a trading name of Rothwell & Towler Ltd, which is an Appointed Representative of Crispin Speers & Partners Ltd. Rothwell & Towler Ltd is registered in England (No. 08294942) and provides the regulatory and operational structure for Loops Insurance products.
• Crispin Speers & Partners LtdcoreOthersCrispin Speers & Partners Ltd is an Appointed Representative that has authorized and regulates Loops Insurance (through Rothwell & Towler Ltd). They are Authorized and Regulated by the Financial Conduct Authority (FCA) with register number 311507.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cuvva: UK D2C car insurance app offering flexible, on-demand cover direct to consumers. Comparable in D2C personal lines insurance sold to individual UK consumers without a traditional broker.
• Zego: UK insurtech providing flexible, technology-led insurance products (originally gig economy, now broader mobility) direct to consumers and businesses. Comparable in D2C tech-enabled insurance distribution targeting non-traditional customer segments.
• Urban Jungle: UK D2C insurance startup (renters, home, contents) targeting urban, digitally-native consumers with a modern brand. Comparable in D2C personal lines insurance sold on a non-advised basis to busy/lifestyle-segment consumers.
• Many Pets: UK-founded insurtech (formerly Bought By Many) selling D2C insurance products online to consumers, targeting underserved niches with a digital-first, non-traditional brand. Closest direct peer in terms of model, brand-led D2C distribution, and targeting busy/lifestyle-conscious UK consumers.
• By Miles: UK D2C pay-by-mile car insurance startup offering personal lines cover direct to consumers through a digital, usage-based model. Comparable in D2C personal lines distribution and target market of individual UK consumers.
• Marshmallow: UK digital-first car insurance provider using proprietary tech to underwrite and price cover for underserved customer segments (initially migrants/expats). Comparable D2C, technology-led, non-traditional-brand approach to UK personal lines insurance.
• Laka: UK collective insurance provider (initially cycling) offering D2C, digital-first cover to consumers via a non-traditional mutual-style model. Comparable in D2C insurance distribution to UK individuals using a non-incumbent brand.
• Anorak: UK D2C home and landlord insurance startup offering consumer-friendly cover online. Comparable in D2C personal lines insurance distribution and tech-enabled broker-style intermediation to UK consumers.

Broad incumbents

• Aviva: Major UK general insurer offering personal lines (motor, home, life, health) through direct and broker channels with significant brand recognition. Broad incumbent in UK personal insurance competing for the same busy-consumer segment.
• Direct Line Group: One of the UK's largest personal lines insurance groups (motor, home, travel) selling direct to consumers through well-known UK brands (Direct Line, Churchill, Privilege). Broad incumbent competing in the same UK personal lines space Loops is entering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/loopsinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Loops Insurance