What Confidas does

Confidas is a UK specialist insurance provider operating as a trading style of Smith Greenfield Services Ltd (FCA reference 300546). Founded in 2015 and headquartered in Croydon, the company designs and distributes home, travel, motor and pet insurance products tailored to mid and high net worth (MNW/HNW) customers with high-value homes and possessions, including features such as unlimited buildings cover, all-risks possessions cover and up to £20M of travel medical cover. Its core technology is a web-based Quote and Buy Portal at broker.confidas.co.uk that delivers real-time quotations and direct underwriter access, with a new IT portal currently in development to reduce referrals and accelerate broker interactions.

All Confidas products are distributed exclusively through regulated insurance advisers and brokers rather than directly to consumers, supplemented by network panel partnerships (notably LSL's First Complete and Pink) and affinity partner relationships. From 1 April 2026, capacity is provided by A-rated insurers Zurich and Hiscox through the Acrisure UK MGA arrangement, with policy administration handled by Pen Underwriting; the company has launched two new home products (Optimum and Imperium) to refresh the existing Max and Lux tiers. In April 2026 Smith Greenfield Services Ltd joined Acrisure UK Broking, marking a significant ownership transition while Confidas continues to underwrite as a separate unit.

The business model is brokerage-led: Confidas earns commission as a percentage of insurance premiums placed, with additional expense allowances, binding authority commissions and occasional fees for advice or services. Pricing is quote-based and not publicly disclosed, with annual billing and interest-free direct debit options to support customer affordability. Customers can combine multiple product lines into a portfolio policy with a single common renewal date, which serves as a structural retention mechanism across the MNW/HNW segment.

Name

Confidas

Legal name

Smith Greenfield Services Ltd

Website

https://confidas.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Confidas is a UK specialist insurance provider (trading style of Smith Greenfield Services Ltd) offering home, travel, motor and pet cover exclusively through regulated advisers to mid and high net worth customers, with A-rated capacity from Zurich and Hiscox following its April 2026 acquisition by Acrisure UK Broking.

Ownership category

akta.pro rank

Product category

High Net Worth Personal Lines Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Fine Art, Jewelry & Specie (FSAJAGAL)

akta.pro secondary industries

Specialty/Unique Item Coverage (Fine Art, Antiques, Pianos, Safes) (HSAKANAE), Travel Insurance Coordination (HSACAKAI)

Keywords

• Specialty insurance products
• High net worth insurance
• Home insurance brokers
• Portfolio insurance coverage
• Insurance advisory services

Headquarters

HQ city

Croydon

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Confidas earns revenue through brokerage, which is a percentage of insurance premiums paid by customers and allowed by insurers. The company also receives expense allowances or commissions from insurers for managing and administering certain covers, binding authorities and similar facilities.
2. Fee-based Services: Occasional fees charged for advice or services in addition to insurance premiums, with full explanation of charging basis agreed before the fee is payable.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Confidas designs and develops specialist general insurance products (home, travel, motor, and pet) for mid and high net worth customers with high-value homes and possessions. Products are exclusively available through qualified and regulated insurance advisers and brokers, supported by a web-based Quote and Buy Portal that enables real-time quotations and end-to-end policy fulfilment.

Product overview

Confidas offers a portfolio insurance platform providing innovative home and lifestyle cover for people with high-value homes and possessions. The portfolio includes two levels of home insurance (Home Lux as premium and Home Max as cost-conscious), two travel insurance tiers (Travel Lux and Travel Max), motor insurance (Lux and Max), and pet insurance (Lux and Max). All products can be combined under one portfolio plan with a single renewal date. Starting April 2026, new products Optimum and Imperium will replace the current home insurance offerings under a new partnership with Acrisure, Zurich, and Hiscox.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Lux Ultimate cover for high-value homes, offering the highest levels of cover for buildings, contents and possessions. Protects bricks and mortar including up to five let/holiday properties. Includes accidental damage cover and all-risks cover for possessions worldwide.
• Home Max Cost-conscious cover for high-value homes offering unlimited buildings cover and unlimited general contents. Includes all-risks cover for personal possessions worldwide and home emergency assistance.
• Optimum Home insurance product launched April 2026 under the new Acrisure UK MGA partnership with Zurich and Hiscox capacity.
• Imperium Premium home insurance product launched April 2026 under the new Acrisure UK MGA partnership with Zurich and Hiscox capacity.
• Travel Lux Comprehensive travel insurance offering up to £20M cover for emergency overseas medical expenses, up to £100,000 personal accident cover, and trips up to 93 days; only available as an addition to a Confidas Home policy.
• Travel Max Economical travel insurance covering up to £15M for emergency medical expenses, £50,000 personal accident cover, and trips up to 60 days (120 days total). Includes winter sports cover; only available with a Confidas Home policy.
• Motor Lux Premium motor insurance covering all vehicles including sports and classic cars under one policy. Includes 90 days European cover, enhanced courtesy car options, and full market value settlement for write-offs.
• Motor Max Motor insurance for high-value vehicles including sports cars, classics, motorcycles and horseboxes. Covers all vehicles under one policy with common renewal date and interest-free direct debit options.
• Pet Lux Comprehensive pet insurance covering dogs and cats with up to £8,000 towards vet fees per pet, no limit on claims, and optional holiday cancellation cover up to £5,000.
• Pet Max Pet insurance covering all cats and dogs under one policy with one renewal date. Provides up to £8,000 vet fee cover per pet with option to pay by interest-free direct debit.
• Portfolio Insurance Umbrella portfolio offering that allows customers to combine home, travel, motor and pet insurance under one plan with a common renewal date and interest-free direct debit payment options.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core, former, parent and minor.

• Acrisure UK MGAcoreStrategic or Co-development Partner · 2 April 2026Smith Greenfield Services Ltd (Confidas parent) is joining Acrisure UK Broking. Confidas continues as a separate underwriting unit and will eventually become a trading style of Acrisure. New capacity partnership effective 1st April 2026, distributing policies underwritten by Zurich & Hiscox and administered by Pen Underwriting.
• Pen UnderwritingcoreTechnology or IntegrationFrom April 2026, Pen Underwriting administers Confidas policies underwritten by Zurich & Hiscox through the new Acrisure partnership.
• Zurich & HiscoxcoreOthersA-rated insurers providing capacity for Confidas policies from April 2026 onwards, replacing previous UKI capacity.
• Bspoke Commercial LtdformerStrategic or Co-development PartnerTwo years prior to 2026, Confidas joined forces with Bspoke Commercial Ltd, backed by HDI, to deliver broker focused service in the mid and high net worth market. This partnership ended as Confidas moved to new Acrisure capacity.
• HDI Global Specialty SEformerOthersPrevious underwriter of Confidas. HDI Global Specialty SE focused on agency and specialty insurance business with global operations. Rated A+ by S&P and A.M. Best. Partnership ceased prior to April 2026 transition.
• Smith Greenfield Services LtdparentOthersConfidas is a trading style of Smith Greenfield Services Ltd. Company is authorised and regulated by FCA (reference 300546). Parent company has no direct or indirect holding in any insurer and no insurer has holding in Smith Greenfield Ltd.
• Pall Mall Art AdvisorsminorStrategic or Co-development PartnerLeading international provider of fine art valuations and related advisory services. Works with Confidas to provide expert support in managing art collections, ensuring accurate valuations for insurance purposes.
• First Complete and Pink (LSL Network)coreChannel Partner/ Reseller/ DistributorConfidas selected by LSL network's First Complete and Pink to join their general insurance panels - the first network intermediary sector partnership for Confidas. Enables advisers within the network to access Confidas products.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Aston Lark: Aston Lark is a UK insurance broker group with strong HNW personal lines capability. It is comparable to Confidas's distribution partners and competes for the same advised HNW/MNW customer relationships.
• Pen Underwriting: Pen Underwriting is the administrator of Confidas policies from April 2026 under the Acrisure arrangement, and itself operates as a UK MGA across multiple specialty lines. It is a direct peer in the MGA/administrator category for specialist broker-distributed insurance.
• Plum Underwriting: Plum Underwriting is a specialist MGA in the mid/high net worth home insurance space distributing exclusively through UK brokers. It competes head-to-head with Confidas for the same adviser clients and MNW/HNW homeowners.
• Bspoke Commercial: Bspoke Commercial is a specialist MGA focused on mid/high net worth broker distribution. It was Confidas's former capacity partner before the transition to Acrisure/Zurich/Hiscox, making it a closely comparable specialist peer.
• Howden UK: Howden is one of the UK's largest independent insurance brokers with a dedicated private client / HNW team. As a broker-side peer, Howden competes with Confidas's distribution partners for the same high-net-worth client mandates.

Broad incumbents

• Hiscox: Hiscox is a major specialist insurer with a dedicated high-net-worth personal lines offering in the UK, sharing Confidas's focus on high-value homes, contents and collectibles. Both compete for the same advised HNW/MNW customer via the broker channel.
• AIG Private Client Group: AIG Private Client Group is a leading global HNW personal lines insurer with a UK broker-distributed proposition. It targets the same high-value home and contents customer as Confidas via the advised channel.
• Chubb: Chubb's Masterpiece high-net-worth personal lines product directly competes with Confidas Home Lux in the UK adviser market, offering bespoke cover for fine art, jewellery and high-value homes. Both target the same advised HNW distribution model.
• Zurich Insurance UK: Zurich is now Confidas's lead capacity provider under the Acrisure partnership and is itself a major UK personal lines insurer distributing through brokers. Zurich competes broadly with Confidas for the same advised-channel customer pool.
• Covéa Insurance: Covéa is a UK general insurer active in home and personal lines via the broker channel. While broader than Confidas's HNW niche, Covéa overlaps in the mid-market advised home insurance segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/confidas

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Confidas