Britannia Rescue
Britannia Rescue is a UK breakdown cover provider selling tiered annual and monthly subscription products (£33-£152/year) to individual drivers, backed by a network of 4,000+ professionals and operating as a trading name of Liverpool Victoria Insurance Company Limited within the Allianz Group.
- Company typePrivate
- Founded1983
- HeadquartersGuildford, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Britannia Rescue does
Britannia Rescue is a UK breakdown cover provider that has operated as a brand since 1983 and currently functions as a trading name of Liverpool Victoria Insurance Company Limited (LVIC), itself part of the Allianz Group. The company sells five tiers of annual subscription breakdown cover (Roadside Assist at £33/year up to UK & European Assist at £152/year), plus a £26 Personal Cover add-on and a flexible monthly subscription option, generating primarily recurring subscription revenue from UK individual drivers. Its operational backbone is a network of over 4,000 breakdown professionals providing 24/7/365 dispatch and recovery services across the UK, supplemented by European cover for cross-border road trips.
The business runs on a multi-channel go-to-market combining direct online and phone sales (secure.britanniarescue.com, 0330 678 7117), distribution through price comparison websites (where products are listed under alternative names like Local Recovery and Nationwide Recovery), bundling within the Allianz car and home insurance ecosystem, and affinity partnerships with Age UK Trading and Petplan. Notable product features include what3words location integration for precise customer positioning in remote areas without mobile data, unlimited call-outs excluding recurring problems, and an FCA/PRA-regulated underwriting structure.
Technology adoption centers on standard insurance-grade AI/ML capabilities: predictive analytics for risk assessment and pricing, automated underwriting and policy administration, and anomaly detection for fraud prevention. The company is FCA and PRA authorized (register number 202965), has earned Defaqto 5-star ratings on its two premium tiers, and has been named What Car? Best Breakdown Provider in both 2024 and 2025, reflecting sustained third-party validation within the UK market.
Britannia Rescue firmographics
Firmographics- Name
- Britannia Rescue
- Legal name
- Liverpool Victoria Insurance Company Limited
- Website
- https://britanniarescue.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Britannia Rescue is a UK breakdown cover provider selling tiered annual and monthly subscription products (£33-£152/year) to individual drivers, backed by a network of 4,000+ professionals and operating as a trading name of Liverpool Victoria Insurance Company Limited within the Allianz Group.
- Ownership category
- akta.pro rank
Britannia Rescue industry classification
Industry- Product category
- Vehicle Breakdown Cover
- NAICS
- Motor Vehicle Towing (488410), Support Activities for Road Transportation (4884)
- akta.pro primary industry
- Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)
Keywords
Where Britannia Rescue is headquartered
LocationHeadquarters
- HQ city
- Guildford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Britannia Rescue business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Annual Breakdown Cover Subscriptions: Annual subscription-based breakdown cover with five tiers ranging from £33 to £152 per year, providing recurring revenue from policy renewals.
- Monthly Breakdown Cover Subscriptions: Flexible monthly breakdown cover option that can be cancelled any time with no cancellation fee, providing recurring monthly revenue.
- Personal Cover Add-on: Optional add-on to cover the policyholder and their partner in any privately-owned vehicle in the UK, priced at £26 additional annual premium.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Roadside Assist - £33/year - Basic roadside assistance over 1/4 mile from home |
| Subscription | Annual | Roadside & Home Assist - £66/year - Roadside plus home start coverage |
| Subscription | Annual | UK Recovery - £73/year - Nationwide recovery coverage |
| Subscription | Annual | UK Recovery & Home Assist - £102/year - Comprehensive UK coverage with additional benefits |
| Subscription | Annual | UK & European Assist - £152/year - Highest level of comprehensive coverage including Europe |
| Subscription | Annual | Personal Cover Add-on - £26/year - Covers you and partner in any privately-owned vehicle |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels4 records
Britannia Rescue product offering
Product offeringCore offering
Britannia Rescue sells subscription-based vehicle breakdown cover to UK drivers through five tiers priced from £33 to £152 per year, plus a Personal Cover add-on at £26. Service is delivered 24/7/365 via a nationwide network of more than 4,000 breakdown professionals covering roadside assistance, home start, UK-wide recovery, and European breakdown support with optional hire car, alternative transport, and overnight accommodation benefits.
Product overview
Britannia Rescue is a breakdown cover provider offering five tiers of annual and monthly breakdown protection products ranging from basic Roadside Assist (£33/year) to comprehensive UK & European Assist (£152/year). The core products are sold as standalone offerings or with optional Personal Cover add-on (£26). The product portfolio is structured as a tiered system where higher tiers add progressively more coverage including home start, nationwide recovery, and European assistance, plus supplementary benefits such as hire cars and accommodation. The company, part of the Allianz Group, also offers related insurance products through Allianz partners including car, home, pet, and equine insurance.
Differentiator
Problem solved
Functional benefit
Products and services
- Roadside Assist
Quantifiable outcome
- 29% of all Britannia Rescue call-outs between August 2024 and July 2025 were related to vehicles not starting
- +1 more outcomes
Companies that use Britannia Rescue
Customer profileSegments4 records
Ideal customer profiles4 records
Britannia Rescue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature1 record
Britannia Rescue partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, minor and flagship.
- what3wordscoreBritannia Rescue has partnered with what3words to integrate their precise 3-word location addressing system. This partnership enables customers to share their exact location when broken down, even in remote areas without addresses. The free app works offline without mobile data or Wi-Fi, using GPS coordinates. This enhances Britannia Rescue's ability to locate and assist stranded customers quickly.
- Road AngelminorBritannia Rescue partnered with Road Angel to offer customers over 50% off award-winning dash cams (Halo Start Dash Cam at £59.99 vs RRP £139.99). This customer loyalty offer includes professional fitting options and additional features like 24/7 Parking Mode and Winter Mode. The partnership helps Britannia Rescue provide added value to existing customers.
- Age UK TradingcoreAge UK Trading (AgeCo Limited) promotes motor and home insurance products underwritten by Liverpool Victoria Insurance Company Limited (Allianz Group). This affinity partnership allows Britannia Rescue to reach Age UK's customer base of older UK residents who may benefit from breakdown cover as part of their insurance needs.
- PetplanminorBritannia Rescue cross-sells pet insurance and equine insurance products from Petplan alongside their breakdown cover offerings. This partnership allows customers to bundle pet insurance with their vehicle protection needs.
- Allianz GroupflagshipBritannia Rescue is a trading name of Liverpool Victoria Insurance Company Limited (LVIC), part of the Allianz Group. Being part of Allianz provides access to global resources, brand strength (ranked #1 insurance brand globally by Interbrand 2024), and distribution through the wider Allianz insurance ecosystem. Allianz Group serves over 128 million customers in nearly 70 countries.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Britannia Rescue competitors and assessment
Company assessmentDirect peers
- Green Flag: UK breakdown cover provider owned by Direct Line Group, offering roadside, nationwide recovery, and European cover at tiered price points (£40–£150 range). Directly comparable to Britannia Rescue on product structure and distribution channels (heavy comparison site presence), with similar pricing and target customer.
- Emergency Assist Ltd: UK personal-based breakdown cover provider offering individual-driver (rather than vehicle-based) policies, comparable to Britannia Rescue's Personal Cover add-on. Overlaps with Britannia on multi-vehicle users and carpoolers, with similar pricing on comparison sites.
- Rescue My Car: UK breakdown cover specialist offering tiered personal and vehicle-based cover with strong comparison-site presence. Comparable to Britannia Rescue on product structure and target market (individual UK drivers), competing primarily on price in the entry and mid tiers.
- AutoAid UK Breakdown: UK breakdown cover provider offering tiered policies (Roadside, Home Start, Nationwide, European) at competitive price points, distributed heavily through comparison sites. Direct competitor to Britannia Rescue on product tiers, price positioning, and channel mix.
- Start Rescue: UK-focused budget-to-mid-tier breakdown cover provider with five cover levels priced similarly to Britannia Rescue (Personal from ~£26, top tier ~£110). Competes head-to-head on price comparison sites and targets value-conscious UK drivers — overlapping Britannia's entry and mid-tier segments.
- RAC: One of the UK's leading roadside assistance providers, offering tiered breakdown cover (Roadside, Recovery, Onward Travel, European Cover) and a 1,600-strong patrol network. Direct like-for-like competitor to Britannia Rescue on product, pricing tier, and target customer, with similar distribution through comparison sites and direct channels.
- AA (The Automobile Association): The UK's largest roadside assistance provider with ~14M members, offering tiered breakdown cover (Roadside, Relay, At Home, Onward Travel) plus insurance and motoring services. Direct competitor to Britannia Rescue on identical product tiers, comparison sites, and UK consumer segment, but at meaningfully larger scale and with a stronger legacy brand.
Broad incumbents
- Allianz Assistance (Allianz Global Assistance): The global assistance arm of Allianz Group offering travel insurance, roadside, and concierge services across 70+ countries. Sister brand to Britannia Rescue within the same Allianz parent; broader portfolio (travel, health, roadside, concierge) but overlapping capability on UK/European roadside — relevant as both an internal peer and potential consolidation vector.
- Ageas Breakdown Cover: UK insurer offering breakdown cover bundled with motor and home insurance products, comparable to Britannia Rescue's Allianz bundling strategy. Overlaps on bundled distribution model rather than as a standalone product specialist — relevant for benchmarking the affinity/bundling play.
- LV= (Liverpool Victoria) Car Insurance: Britannia Rescue's sister brand under Liverpool Victoria Insurance Company Limited (Allianz), offering UK car, home, pet, and travel insurance with optional breakdown add-on. Highly comparable as the same legal entity underwrites both products, and the breakdown add-on here is essentially the Britannia Rescue product white-labeled inside an LV= policy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Britannia Rescue social profiles
Digital presenceBritannia Rescue compliance and trust
Trust signalCompliance5 records
Britannia Rescue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Britannia Rescue leadership team
Management profileNumber of profiles
Britannia Rescue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Britannia Rescue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Britannia Rescue
What does Britannia Rescue do?
Britannia Rescue sells subscription-based vehicle breakdown cover to UK drivers through five tiers priced from £33 to £152 per year, plus a Personal Cover add-on at £26. Service is delivered 24/7/365 via a nationwide network of more than 4,000 breakdown professionals covering roadside assistance, home start, UK-wide recovery, and European breakdown support with optional hire car, alternative transport, and overnight accommodation benefits.
Is Britannia Rescue a public or private company?
Britannia Rescue is a private company. It is classified as corporate owned and is currently operating.
When was Britannia Rescue founded?
Britannia Rescue was founded in 1983. It employs 1,001 to 5,000 people.
Where is Britannia Rescue based?
Britannia Rescue is headquartered in Guildford, United Kingdom, in the Europe region.
How does Britannia Rescue make money?
Three revenue lines are on record. Annual Breakdown Cover Subscriptions are the primary driver. The others are monthly Breakdown Cover Subscriptions and personal Cover Add-on.
Who are Britannia Rescue's main competitors?
Direct peers on record are Green Flag, Emergency Assist Ltd, Rescue My Car, AutoAid UK Breakdown, Start Rescue, RAC and AA (The Automobile Association). Broad incumbents are Allianz Assistance (Allianz Global Assistance), Ageas Breakdown Cover and LV= (Liverpool Victoria) Car Insurance.
Does Britannia Rescue have an API?
No public API is recorded for Britannia Rescue.
What industry is Britannia Rescue in?
Britannia Rescue's product category is Vehicle Breakdown Cover. Its primary akta.pro industry code is FSAJALAL, Roadside Assistance & Towing Memberships (Bundled with Service Contracts). Its NAICS code is 488410.