Wilby

What Wilby does

PIB Insurance Brokers (formerly Wilby, and before that Zorab Insurance Services) is a UK-based specialist insurance broker operating as a trading style of PIB Risk Services Limited, a subsidiary of PIB Group. The company provides tailored insurance solutions across a breadth of verticals — from agriculture, construction, and manufacturing to hospitality, technology, and zoos — serving UK businesses ranging from sole traders and SMEs to larger commercial enterprises, as well as high-net-worth individuals requiring coverage for homes, luxury vehicles, boats, fine art, and collectables. Its core product portfolio comprises Business Insurance, Private Client insurance, Employee Benefits administration, and Risk Management consulting, supplemented by PIB Academy, a free expert-led educational platform offering seminars and workshops on claims defensibility, fleet risk management, cyber risk, and business resilience.

The business operates on a commission-based brokerage revenue model, earning from insurance carriers for placing coverage, supplemented by professional service fees for risk management consulting. Distribution follows a hybrid model combining an expanding UK-wide network of local branches for face-to-face advisory, online self-service quote requests, and inbound callback consultation. The company holds FCA authorization (Firm Reference Number 308333) and Chartered Insurance Broker status. Its go-to-market emphasizes sector-specific expertise as the primary differentiator, with an international division providing a worldwide broker network for multinational clients. The underlying technology stack is a standard insurance brokerage platform with online quote capabilities and client management systems — no proprietary AI, API, or advanced technology differentiation is disclosed.

Name

Wilby

Legal name

PIB Risk Services Limited

Website

https://wilbyltd.co.uk

Company type

Private

Operating status

Operating

Short description

PIB Insurance Brokers (formerly Wilby), part of PIB Group, is a UK specialist insurance broker offering tailored business and private client insurance across diverse sectors — from agriculture to zoos — through a UK-wide branch network and digital channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Harrogate

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions: As an insurance broker, PIB Insurance Brokers earns commissions from insurance carriers for placing business coverage on behalf of clients. The broker acts as intermediary between insurance providers and businesses/individuals seeking coverage.
2. Risk management services: Provides risk management consulting services as part of the service offering, likely generating additional revenue through professional service fees.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

PIB Insurance Brokers (operating from the wilbyltd.co.uk domain) is a UK specialist insurance broker that places business and personal insurance coverage on behalf of clients across diverse sectors including agriculture, construction, hospitality, manufacturing, retail, technology, and professional services. The firm acts as intermediary between insurance carriers and policyholders, offering commercial combined, fleet, contractors all-risk, professional indemnity, and sector-specific coverage for businesses, alongside home, motor, marine/yacht, and fine art cover for high-net-worth individuals. It also delivers risk management consulting and employee benefits administration services.

Product overview

PIB Insurance Brokers (redirected from wilbyltd.co.uk) operates as a specialist UK business insurance broker offering a platform of insurance and risk management services. The core portfolio consists of Business Insurance covering diverse sectors from agriculture to zoos, Private Client insurance for homes, motor, marine and valuables, Employee Benefits, and Risk Management services. The firm also provides PIB Academy as an educational add-on offering free seminars and workshops. The company is part of PIB Group and maintains a network of local branches across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance Comprehensive business insurance covering multiple sectors including agriculture, construction, hospitality, manufacturing, retail, technology, and professional services. Includes commercial combined, fleet, contractors all-risk, professional indemnity, property, liability, and sector-specific coverage tailored to UK businesses from sole traders to larger commercial enterprises.
• Private Clients Insurance Personal insurance for high-net-worth individuals covering high-value homes and estates, motor vehicles, boats and yachts, fine art, jewellery, and collectables. Provides agreed-value and specialist underwriting beyond standard homeowner policies.
• Employee Benefits Employee benefits packages designed to help UK businesses attract and retain talent through competitive compensation and benefits programmes.
• Risk Management Risk assessment and management consulting services helping businesses identify, evaluate, and mitigate operational and financial risks.

Quantifiable outcome

• Specialist coverage expertise across diverse sectors from agriculture to zoos

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PIB GroupparentOthersParent company of PIB Insurance Brokers (trading as PIB Risk Services Limited). PIB Group is a fast-growing, dynamic business focused on becoming the UK's leading independent specialist insurance broker. Provides access to wider range of support, resources, and shared expertise across the group.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Lockton (UK): World's largest independent broker offering specialist commercial and personal lines in the UK; competes with PIB Insurance Brokers on niche expertise and chartered-broker positioning.
• Jensten Group: UK specialist insurance broker focused on commercial lines for SMEs with growing personal-lines footprint; comparable scale, multi-region presence, and sector-tailored offerings.
• Bluefin Insurance Group: UK specialist insurance broker providing commercial and private client coverage with a multi-region branch network; comparable specialist positioning and customer-segment focus.
• Aston Lark: UK-focused specialty insurance broker roll-up serving SMEs to mid-market across commercial lines; highly comparable operating model built through consolidating regional specialist firms.
• Arthur J. Gallagher (UK): Global specialty broker with significant UK presence built largely through acquisitions of regional specialist brokerages; comparable growth-by-acquisition model serving UK SMEs and mid-market with sector expertise.
• Howden Insurance Brokers: Largest independent UK specialty insurance broker with deep sector specialism across commercial and personal lines; competes head-to-head with PIB Insurance Brokers in niche verticals and as a UK-domestic and international broker.

Broad incumbents

• Aon (UK): Global insurance and reinsurance broker with substantial UK operations across commercial lines, risk management, and private clients; competes for many of the same segments as PIB Insurance Brokers.
• WTW (Willis Towers Watson, UK): Major global advisory and brokerage firm with UK commercial and personal lines offerings; broader portfolio but overlapping commercial specialty broker function.
• Marsh UK: Global broker with large UK commercial insurance and risk management practice; competes in mid-market and enterprise commercial lines and is a broader alternative to PIB Insurance Brokers for multinational clients.

Emerging players

• Lloyd's Brokers (e.g., BPL acting via independent Lloyd's brokers): Lloyd's brokers and specialty London-market intermediaries represent adjacent peer set for high-value and unusual-risk placements (marine, fine art, transactional risks) within PIB Insurance Brokers' offering.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PIB_Insurance
• Facebookfacebook.com/pibinsurancebrokers
• LinkedInlinkedin.com/company/pib-insurancebrokers

Compliance2 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 Wilby