Warranty Assist

What Warranty Assist does

Warranty Assist is a UK-based dealer warranty provider established in 2012 and headquartered in Reading, operating as a subsidiary of the Intelligent Motoring Group alongside the MotorEasy consumer brand. The company sells three tiers of used-vehicle mechanical and electrical breakdown warranty — Standard, Gold, and Premium — available in 3, 6, 12 and 24 month durations and covering vehicles up to 15 years old or 150,000 miles. Its core distribution channel is a B2B model serving over 2,000 independent car dealers across the UK, who purchase warranty plans through a cloud-based portal and resell them to vehicle buyers at the point of sale; a secondary direct-to-consumer online channel allows buyers who declined dealer warranty to purchase coverage directly. The technology stack centres on a feature-rich Dealer Portal (including a Progressive Web App, WhatsApp support channel, and a Fast Track claims submission system), backed by a 10,000-strong nationwide workshop network for repair fulfilment and direct settlement with garages.

Revenue is generated primarily through dealer-purchased warranty plan subscriptions, with optional add-on aftersales products (GAP, cosmetic, alloy wheel, tyre, breakdown, driveaway insurance, plus MOT and servicing deals) distributed via the MotorEasy partnership. Pricing is not publicly disclosed and varies by vehicle, coverage tier and duration; VAT-registered dealers can reclaim VAT on warranty purchases. The company employs 11-50 staff and differentiates through motor-trade-experienced account managers and claims engineers, a 24-hour target claims payout cycle, and bundled aftersales offerings that increase per-dealer wallet share. As of 2026, leadership is headed by Managing Director John Highfield, with Group CEO Duncan McClure Fisher overseeing the broader Intelligent Motoring Group.

Name

Warranty Assist

Legal name

Warranty Assist Ltd.

Website

https://warrantyassist.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Warranty Assist is a UK dealer warranty provider, founded in 2012 and part of the Intelligent Motoring Group, selling tiered mechanical and electrical warranty plans to over 2,000 independent car dealers via a cloud-based portal and a 10,000-strong nationwide workshop network.

Ownership category

akta.pro rank

Product category

Used Vehicle Warranty Services

akta.pro primary industry

Vehicle Extended Warranty (VSC) & Mechanical Breakdown Insurance (MBI) (FSAJALAA)

akta.pro secondary industries

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD), Auto Ancillary Warranties (Tire & Wheel, Paintless Dent, Key/Remote, Windshield) (FSAJALAB), GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection) (FSAJALAC)

Keywords

• Dealer warranty services
• Used car warranties
• Automotive aftersales
• Vehicle protection plans
• Claims management

Headquarters

HQ city

Reading

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Dealer Warranty Plans: Dealers purchase warranty plans from Warranty Assist to offer coverage to their customers at point of vehicle sale. Plans are available in 3, 6, 12, and 24 month durations, covering vehicles up to 15 years old and 150,000 miles. VAT registered dealers can reclaim VAT on warranty purchases.
2. Consumer Direct Warranty Purchases: Consumers who declined dealer warranty can purchase direct online through the Warranty Assist website. Customers select vehicle, coverage level, and pay for warranty plan.
3. Warranty Plan Tiers: Three levels of coverage: Standard, Gold, and Premium. Each tier provides different levels of mechanical and electrical failure protection. Upgrade options include No Claim Cap, 100% Parts & Labour Contribution, Betterment removal, Cover for emissions, and various labour rate options.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Warranty Assist provides tiered used-vehicle warranty products (Standard, Gold, and Premium) sold to and through independent car dealers across the UK, supported by a cloud-based Dealer Portal for instant policy setup and claims management. Dealers purchase warranty plans from Warranty Assist and resell them to car buyers at point of sale, while a complementary suite of MotorEasy-branded add-on products (GAP, cosmetic, alloy wheel, tyre, breakdown, and driveaway insurance) extends the aftersales offering. A direct-to-consumer channel also allows buyers who declined at the dealer to purchase coverage online.

Product overview

Warranty Assist is a single-product dealer warranty platform providing three tiered warranty plans (Standard, Gold, and Premium) that dealers purchase and resell to customers. The core offering is complemented by a Dealer Portal platform for managing policies and an ecosystem of MotorEasy-branded add-on insurance products (GAP, Cosmetic, Alloy Wheel, Tyre, Breakdown, Driveaway) that dealers can offer as aftersales solutions. The company also operates a direct-to-consumer channel through its quote system for customers who missed warranty at purchase. All brands are part of the Intelligent Motoring Group.

Differentiator

Problem solved

Functional benefit

Brands

• MotorEasy: Direct-to-consumer (D2C) brand of the Intelligent Motoring Group offering car ownership services including GAP insurance, cosmetic insurance, alloy wheel insurance, tyre insurance, MOT and servicing, breakdown cover, and driveaway insurance.

Products and services

• Warranty Assist Standard

Quantifiable outcome

• Claims aim to be diagnosed and paid out within 24 hours through Fast Track process
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Intelligent Motoring GroupcoreStrategic or Co-development PartnerWarranty Assist is part of the Intelligent Motoring Group, one of the UK's fastest growing motoring protection and aftersales providers. The group includes the digital car ownership platform MotorEasy. All three brands (Intelligent Motoring, Warranty Assist, MotorEasy) are based in Reading with shared services including call centre and accounts management team.
• MotorEasycoreStrategic or Co-development PartnerWarranty Assist has partnered with MotorEasy to offer dealers extended aftersales solutions including GAP Insurance (up to 10 years, 100,000 miles vehicles, 2-4 years cover), Cosmetic Insurance (up to 5 years, 60,000 miles), Alloy Wheel Insurance (4 claims/year, up to £110 wheel skimming, £150 replacement), Tyre Insurance (6 claims/year up to £300), MOT and Servicing deals, Breakdown Cover (4 levels including European), and 5-day Driveaway Insurance.
• Nationwide Workshop NetworkcoreTechnology or IntegrationNetwork of 10,000 nationwide workshop partners enabling streamlined repairs process. Warranty Assist can settle directly with local workshops or add external garages to the network. Partners provide vehicle diagnosis and repair services under the warranty coverage.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Warrantywise: UK extended warranty specialist serving both consumers and dealers; comparable on tiered mechanical/electrical cover for used vehicles and on a multi-tier pricing model.
• Autoguard Warranties: UK-based extended warranty provider selling via dealers and direct; comparable product tiers, dealer portal model and used-vehicle coverage.
• Warranty Solutions Group: UK dealer-facing extended warranty administrator (Cars, Vans, Motorbikes) with a dealer portal and manufacturer-style administration — directly competes with Warranty Assist on the independent dealer channel.
• MotorEasy: Sister brand within the Intelligent Motoring Group, MotorEasy is a direct-to-consumer car ownership and warranty platform offering GAP, cosmetic, alloy, tyre, breakdown, and driveaway insurance — the same add-on ecosystem Warranty Assist distributes through dealers.
• Car Care Plan: Established UK aftermarket warranty and service plan administrator with a strong dealer/manufacturer channel — comparable in product breadth (VSC, GAP, tyre, cosmetic) and B2B dealer model.

Regional players

• Endurance Warranty: US-focused direct-to-consumer extended vehicle protection provider with tiered exclusionary/stated-component plans; comparable on tiered warranty design and direct online purchase, though geographically separate.
• GAP Insurance / ALA Group: UK specialist in GAP, cosmetic and ancillary vehicle protection sold through dealers; adjacent competitor on the add-on product set Warranty Assist distributes via MotorEasy.

Broad incumbents

• The AA (AA Warranty): UK motoring services incumbent selling extended warranties alongside roadside assistance, insurance and servicing; overlaps with Warranty Assist on warranty products but operates a much broader portfolio via the AA brand.
• Assurant (Assurant UK): Global warranty and connected-living administrator operating extended vehicle service contracts in multiple markets; comparable in warranty administration expertise, tiered product design and dealer/OEM distribution.
• RAC (RAC Warranty / Motability): UK motoring services incumbent with extended warranty offerings, leveraging roadside and membership channels; comparable in customer-facing warranty distribution at national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Warranty_Assist
• Facebookfacebook.com/WarrantyAssist
• LinkedInlinkedin.com/company/warranty-assist
• Instagraminstagram.com/warrantyassist

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Warranty Assist