Whinney Insurance Brokers

What Whinney Insurance Brokers does

Whinney Insurance Brokers is a privately-owned UK specialist insurance brokerage, operating as a trading name of Williamson Carson & Co Ltd (company registration number 1282779, FCA Register Number 146295). Founded in January 2015 by Matthew Whinney, an insurance professional with prior underwriting experience at Hiscox, the firm is headquartered in Orpington, Kent, and merged with the long-established creative-industries specialist Williamson Carson in May 2018. The company runs a small (~7 staff) advisory team and focuses on four verticals: Financial Services, Technology, Marketing & Media, and Film & Photography, with regulated financial services firms (asset managers, IFAs, financial advisers, fintechs, venture capital) as the primary segment.

The product portfolio is built around five core insurance lines — Professional Indemnity, Directors' and Officers' Liability, Cyber, Crime, and Office Insurance — which are packaged into vertical-specific solutions (e.g., Asset Managers Insurance, Financial Advisers Insurance, Software Companies Insurance, Photographers Insurance). The firm is one of few UK brokers able to source PI insurance for defined benefit transfer advice and combines a direct expert-adviser sales model with an 8-step online quote portal and a channel network of FCA compliance advisors (including Millen Compliance). Underlying technology is standard: WordPress CMS, Elementor, Google Analytics, Wordfence, and reCAPTCHA, with no proprietary AI/ML or data platform.

Whinney earns commissions on insurance placements with partner insurers and reported gross written premium of £5 million across 4,600+ policies in its most successful trading year (May 2024). It serves 100+ regulated financial services clients and reached 250+ clients within two years of founding. Pricing is personalised and tiered by package (Package 1-3 and Bespoke), with annual billing and optional instalments. There is no external funding; ownership sits within the Williamson Carson family.

Name

Whinney Insurance Brokers

Legal name

Williamson Carson & Co Ltd

Website

https://whinneyinsurance.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Whinney Insurance Brokers is a UK-based, FCA-authorised specialist insurance brokerage serving Financial Services, Technology, Marketing & Media, and Film & Photography clients through bundled Professional Indemnity, D&O, Cyber, Crime, and Office Insurance packages.

Ownership category

akta.pro rank

Product category

Commercial Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Commercial insurance brokerage
• Professional indemnity insurance
• Directors and officers liability
• Cyber liability insurance
• Financial lines insurance

Headquarters

HQ city

Orpington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions and premiums: Earns commissions from insurance placements with partner insurers; gross written premium of £5 million in 2024; arranges and administers insurance policies for clients

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Whinney Insurance Brokers is a UK specialist insurance brokerage that arranges and administers commercial insurance policies on behalf of business clients. It places coverage with partner insurers and earns commissions, offering packaged solutions spanning professional indemnity, directors' and officers' liability, cyber, crime, and office insurance, tailored to four verticals — Financial Services, Technology, Marketing & Media, and Film & Photography. Service is delivered through a direct sales team of expert advisers and supported by an online quote portal.

Product overview

Whinney Insurance Brokers is an independent insurance brokerage offering a portfolio of specialist insurance products across four core sectors: Financial Services, Technology, Marketing & Media, and Film & Photography. The product architecture is organized as a combination of core insurance products (Professional Indemnity, Directors' and Officers' Liability, Crime, Cyber, and Office Insurance) that are tailored and packaged for specific industry verticals. Financial Services insurance includes sector-specific packages for Asset Managers, Financial Institutions, Financial Advisers, Mortgage Brokers, IFAs, Fund Managers, Fintech Companies, and Venture Capital firms. Technology insurance serves Software Companies, AI Companies, SaaS Companies, Games Developers, Software Developers, Web Designers/Developers, IT Contractors, Telecommunications, and IoT Companies. Marketing & Media insurance covers Advertising Agencies, Broadcasters, Publishers, Digital Marketing, Marketing Consultants, Public Relations, Design Studios, Production Studios, and Post-Production Studios. Film & Photography insurance includes Photographers, Videographers, Filmmakers, Commercial Film Producers, Production Companies, Picture Libraries, and Stills Producers. The company typically provides holistic single-package solutions combining multiple coverage types under one policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Indemnity Insurance Covers allegations of negligence and professional mistakes, providing compensation and defence costs for complaints under FCA rules; one of the firm's five core insurance products.
• Directors' and Officers' Liability Insurance Provides defence costs and monetary settlements for claims made directly against company directors and senior managers from shareholders, regulators, or third-party stakeholders.
• Crime Insurance Protects businesses against direct losses including theft from employees and covers funds transfer fraud.
• Cyber Insurance Covers costs associated with cyber-attacks including legal fees, IT forensic costs, IT rebuild costs, data breach notification costs, and lost revenue during downtime.
• Office Insurance Combined policy covering business property, laptops, employers' liability, and business interruption for loss of income during office downtime.
• Asset Managers Insurance Specialist insurance package for asset managers covering professional indemnity, D&O, crime, cyber, and office insurance in a holistic single-package solution.
• Financial Institutions Insurance Comprehensive insurance for financial institutions including professional indemnity, D&O, crime, cyber, and office coverage under single-package solutions.
• Financial Advisers Insurance Specialist insurance for financial advisers with coverage for defined benefit transfer advice and professional indemnity meeting FCA minimum requirements.
• Mortgage Brokers Insurance Insurance package for mortgage brokers covering professional indemnity, D&O, cyber, crime, and office insurance meeting FCA regulatory requirements.
• Fund Managers Insurance Specialist insurance covering fund management activities including professional indemnity, D&O liability, crime, and cyber insurance.
• Fintech Companies Insurance Insurance solutions for fintech companies covering professional indemnity, cyber, and related financial lines insurance.
• Venture Capital Insurance Insurance coverage for venture capital firms including D&O insurance and professional indemnity tailored to investment activities.
• Technology Companies Insurance Comprehensive insurance for technology companies including professional indemnity, cyber, public liability, employers' liability, and equipment coverage.
• Software Companies Insurance Specialist insurance for software companies covering professional indemnity for software failures, cyber risks, and technology-specific liabilities.
• AI Companies Insurance Insurance coverage tailored for AI companies addressing risks related to AI hallucinations, algorithmic errors, and technology liability.
• SaaS Companies Insurance Insurance for Software as a Service companies covering professional indemnity, cyber insurance, and SaaS-specific operational risks.
• Games Developers Insurance Specialist insurance for games developers covering professional indemnity, cyber risks, and media liability.
• Software Developers Insurance Insurance for software developers covering professional indemnity, cyber, public liability, and employers' liability.
• Web Designers and Developers Insurance Insurance for web design and development professionals covering professional indemnity, cyber, and related risks.
• IT Contractors Insurance Insurance coverage for IT contractors including professional indemnity, public liability, and cyber insurance.
• Telecommunications Companies Insurance Insurance for telecommunications companies covering professional indemnity, cyber, and sector-specific liabilities.
• Internet of Things Companies Insurance Specialist insurance for IoT companies covering product liability, cyber risks, and technology-specific coverage.
• Marketing and Media Insurance Comprehensive insurance for marketing and media companies covering professional indemnity, cyber, public liability, and employers' liability.
• Advertising Agencies Insurance Insurance for advertising agencies covering professional indemnity, cyber, and media-specific liabilities.
• Broadcasters Insurance Insurance for broadcasters covering professional indemnity and media broadcasting liabilities.
• Publishers Insurance Insurance for publishers covering professional indemnity, defamation, and copyright infringement risks.
• Digital Marketing Insurance Insurance for digital marketing companies covering professional indemnity and cyber risks.
• Marketing Consultants Insurance Insurance for marketing consultants covering professional indemnity and business liability.
• Public Relations Insurance Insurance for PR professionals covering professional indemnity and crisis management liability.
• Design Studios Insurance Insurance for design studios covering professional indemnity, intellectual property, and cyber risks.
• Production Studios Insurance Insurance for production studios covering equipment, liability, and professional indemnity.
• Post-Production Studios Insurance Insurance for post-production studios covering professional indemnity and equipment coverage.
• Film and Photography Insurance Comprehensive insurance for film and photography businesses covering equipment, liability, and professional indemnity.
• Photographers Insurance Specialist insurance for photographers covering camera equipment, public liability, and professional indemnity with worldwide cover.
• Videographers Insurance Insurance for videographers covering video equipment, public liability, and professional indemnity.
• Filmmakers Insurance Insurance for filmmakers covering production equipment, liability, and professional indemnity.
• Commercial Film Producers Insurance Insurance for commercial film producers covering productions, equipment, and related liabilities.
• Production Companies Insurance Insurance for production companies covering employers' liability up to £5,000,000, public liability, and hired equipment.
• Picture Libraries Insurance Insurance for picture libraries covering intellectual property, equipment, and liability.
• Stills Producers Insurance Insurance for stills producers covering professional indemnity and equipment.

Quantifiable outcome

• Returned £220,000 in unused/reduced premiums to media clients during Covid-19 pandemic
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Williamson CarsoncoreStrategic or Co-development Partner · 1 May 2018Whinney Insurance Brokers merged with Williamson Carson in May 2018. Williamson Carson, founded in 1986 by Tom Carson and John Williamson, is a specialist insurer to creative industries. After John's retirement, Matthew Whinney joined as director in 2016 and now leads the combined business. Whinney is part of the Williamson Carson family.
• Millen CompliancecoreStrategic or Co-development PartnerPartnership formed June 2020 with one of the UK's leading compliance consultancies. Whinney works closely with Millen Compliance and other compliance advisors, with these relationships forming a holistic part of their claims offering.
• Association of Photographers (AOP)coreStrategic or Co-development PartnerAppointed broker to the Association of Photographers. As AOP affiliated company, Whinney understands the photography industry's specific insurance needs and ensures adequate cover for members.
• Specialist Insurers (Unnamed)coreTechnology or IntegrationRelationships with specialist insurers enabling competitive solutions including combined policies covering professional indemnity, D&O, cyber and crime in single package. Works closely with two specialist insurers for financial adviser professional indemnity. One of few brokers able to source PI insurance for defined benefit transfer advice.
• FCA Compliance Advisory BusinessesminorStrategic or Co-development PartnerWorks closely with and recommended by several Financial Conduct Authority compliance advisory businesses. These relationships are a holistic part of the claims offering, making Whinney unique compared to other brokers.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• Aston Lark: Large UK specialty insurance broker with strong financial lines, cyber, and media practices. Broader portfolio than Whinney but overlapping client base in regulated FS and creative industries.
• PIB Group: UK specialty insurance broker group built through roll-up acquisitions, with strong financial services, cyber, and media lines. A potential acquirer and like-for-like competitor for niche specialists like Whinney.
• Markel UK: Specialty insurer and broker with established financial lines, professional indemnity, and media liability products across the UK. Competes with Whinney for complex financial services and creative-industry risks.
• Howden Insurance Brokers (UK): Major UK-independent broker with specialty financial lines, professional indemnity, and media offerings. Competes for the same FS, fintech, and creative clients but at significantly greater scale.

Emerging players

• CFC Underwriting: Specialist insurer/broker with deep cyber, professional indemnity, and emerging tech E&O offerings. Overlaps with Whinney's cyber and technology-company packages and competes for similar FS-adjacent clients.

Direct peers

• BIB Insurance Brokers: Independent UK broker with strong financial services, fintech, and professional indemnity expertise. Comparable regulated-FS client base and product packaging to Whinney.
• Consort Insurance: UK specialist insurance broker focused on financial services, professional indemnity, and cyber cover. Highly comparable to Whinney's financial services vertical and similar mid-market, compliance-led positioning.
• Henderson Insurance Brokers: UK specialist broker with a financial services and professional indemnity focus. Similar mid-market FS client profile to Whinney's regulated financial services book.
• MRIB (Media Insurance Brokers): Boutique UK broker specialising in media, creative, and photography insurance. Directly comparable to Whinney's Film & Photography and Marketing & Media verticals, including photographer and production-company products.

Regional players

• Finsbury Insurance Brokers: UK small-to-mid-market insurance broker with overlapping financial services and SME commercial offerings. Comparable scale and product mix to Whinney but more generalist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCK2ziVAep_QDDMpr01sD6fA
• Facebookfacebook.com/whinneyinsurancebrokers
• LinkedInlinkedin.com/company/whinney-insurance-brokers
• Instagraminstagram.com/whinney_insurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Whinney Insurance Brokers