Emergency Assist Ltd
Emergency Assist Ltd is a UK-based, direct-to-consumer vehicle breakdown cover and warranty provider founded in 2017, selling annual subscription policies online to individual motorists across the UK (and Europe for its top tier) and managing an in-house call centre and 3,000+ agent recovery network.
- Company typePrivate
- Founded2017
- HeadquartersWisbech, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Emergency Assist Ltd does
Emergency Assist Ltd is a UK-based vehicle breakdown cover and warranty provider, founded in 2017 and registered in England, headquartered in Wisbech, Cambridgeshire. The company distributes and administers a portfolio of standalone insurance products under the Emergency Assist brand through its own website (emergencyassistltd.co.uk) on a direct-to-consumer basis. Its core offering consists of tiered annual subscription breakdown cover plans — Saver (£19.32/year), Premium with Excess (£23.43/year), Premium (£27.19/year), Personal UK (£35.30/year), and Complete European (£44.68/year) — each with different combinations of roadside assistance, local and national recovery, home start, lockout cover, misfuel cover, onward travel, and European coverage. Vehicle-specific variants address cars, motorcycles, courier vans, motorhomes, taxis, and classic cars. A complementary Warranty Parts & Labour product covers up to £5,000-£15,000 of repair reimbursement across 12-, 24-, or 36-month terms.
The company operates its own in-house emergency call centre and manages a network of over 3,000 recovery agents throughout the UK. Underwriting and regulatory standing are provided through an appointed-representative relationship with 2Gether Insurance Limited, which is authorised and regulated by the Financial Conduct Authority (No. 579333). The business reports 45+ employees, 32,000+ recoveries managed in the past 12 months, and 12,000+ covers purchased in a recent month, and holds a Defaqto 5-star rating on its breakdown cover product. Distribution is exclusively direct-to-consumer online (with telephone-based quote and renewal support), supported by content marketing (blog), Trustpilot reviews, and side-by-side pricing comparison pages.
Emergency Assist Ltd firmographics
Firmographics- Name
- Emergency Assist Ltd
- Legal name
- Emergency Assist Ltd
- Website
- https://emergencyassistltd.co.uk
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Emergency Assist Ltd is a UK-based, direct-to-consumer vehicle breakdown cover and warranty provider founded in 2017, selling annual subscription policies online to individual motorists across the UK (and Europe for its top tier) and managing an in-house call centre and 3,000+ agent recovery network.
- Ownership category
- akta.pro rank
Emergency Assist Ltd industry classification
Industry- Product category
- Vehicle Breakdown Insurance
- NAICS
- Motor Vehicle Towing (488410), Motor Vehicle Towing (48841), Support Activities for Road Transportation (4884)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)
- akta.pro secondary industries
- Vehicle Extended Warranty (VSC) & Mechanical Breakdown Insurance (MBI) (FSAJALAA), Personal Auto Add-Ons & Endorsements (Roadside, Rental Reimbursement, OEM Parts) (FSAJAAAL), Warranty & Service Contract / Mechanical Breakdown Insurance (FSAJAMAM)
Keywords
Where Emergency Assist Ltd is headquartered
LocationHeadquarters
- HQ city
- Wisbech
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Emergency Assist Ltd business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Breakdown Cover: Annual subscription-based breakdown cover policies providing roadside assistance, recovery services, home start, lockout cover, misfuel cover, and onward travel options. Multiple coverage levels from basic Saver to premium Complete European cover.
- Vehicle Warranty Cover: Warranty coverage for vehicle repair costs, providing up to £5,000, £10,000, or £15,000 of reimbursement over 12, 24, or 36 month terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Saver breakdown cover - essential protection for basic breakdown needs |
| Subscription | Annual | Premium with Excess breakdown cover - comprehensive coverage with excess options |
| Subscription | Annual | Premium breakdown cover - high quality, low cost comprehensive solution |
| Subscription | Annual | Complete breakdown cover - UK coverage plus European travel protection |
| Subscription | Annual | Personal UK breakdown cover - individual coverage across any vehicle |
| Subscription | Annual | Warranty £5,000 - 12 months coverage |
| Subscription | Multi-year contract | Warranty £10,000 - 24 months coverage |
| Subscription | Multi-year contract | Warranty £15,000 - 36 months coverage |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Emergency Assist Ltd product offering
Product offeringCore offering
Emergency Assist Ltd sells subscription-based vehicle breakdown cover and vehicle warranty products directly to UK motorists. Its breakdown plans cover roadside assistance, recovery, home start, lockout, misfuel, onward travel and European protection, while its Warranty Parts & Labour product reimburses repair costs up to £15,000 over 12-36 month terms. Operations are supported by an in-house emergency call centre and a network of over 3,000 recovery agents across the UK.
Product overview
Emergency Assist Ltd is a UK-based vehicle breakdown cover provider founded in 2017, offering a portfolio of standalone insurance products under the Emergency Assist brand. The core offering consists of tiered breakdown cover plans (Saver, Premium, Premium with Excess, Complete European, and Personal UK) that provide roadside assistance, recovery services, and additional benefits like home start, onward travel, and hire car accommodation. Vehicle-specific variants cover cars, motorcycles, vans, motorhomes, taxis, and classic cars. The product range is complemented by Warranty Parts & Labour Cover (a separate repair cost reimbursement product available in 12, 24, or 36-month terms) and Instant Breakdown Cover for short-term needs. The company operates its own in-house emergency call centre and manages a network of over 3,000 recovery agents, positioning itself as a truly independent broker offering products underwritten by 2Gether Insurance Limited.
Differentiator
Problem solved
Functional benefit
Products and services
- Saver Breakdown Cover Entry-level annual breakdown cover product for UK motorists, providing essential roadside and local recovery protection with unlimited callouts, from £19.32 per year.
- Premium Breakdown Cover Comprehensive annual breakdown cover priced at £27.19 per year, including unlimited callouts, roadside assistance, local and national recovery, home start, onward travel, lockout cover and misfuel cover.
- Premium with Excess Breakdown Cover Budget-friendly premium annual breakdown cover with excess options, priced from £23.43 per year, covering unlimited callouts, roadside assistance, local and national recovery, home start, puncture repair, lockout, misfuel, hire car, overnight accommodation and onward travel.
- Complete European Breakdown Cover Full annual UK-and-Europe breakdown cover priced at £44.68 per year, providing unlimited callouts, roadside, local and national recovery, home start, onward travel, lockout, misfuel and European travel protection for trips up to 30 days within a 90-day cover window.
- Personal UK Breakdown Cover Annual individual-focused breakdown cover priced at £35.30 per year, protecting the policyholder in any UK vehicle under 15 years of age they drive or travel in as a passenger, with unlimited callouts, roadside, local and national recovery, home start and onward travel.
- Warranty Parts & Labour Cover Annual/multi-year vehicle warranty product for UK motorists providing up to £5,000, £10,000 or £15,000 of repair-cost reimbursement over 12, 24 or 36 month terms, with up to two reimbursements per 12-month period and no excess.
- Instant Breakdown Cover Short-term, on-demand breakdown cover sold online or by phone for motorists who need immediate roadside assistance without committing to an annual membership.
Quantifiable outcome
- 32,000+ recoveries managed in the last 12 months
- +1 more outcomes
Companies that use Emergency Assist Ltd
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Emergency Assist Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Emergency Assist Ltd partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 2Gether Insurance LimitedcoreEmergency Assist Ltd is an appointed representative of 2Gether Insurance Limited, which is authorised and regulated by the Financial Conduct Authority (No. 579333) and a registered company in England (No. 07561225). This is a regulatory partnership under which Emergency Assist distributes breakdown and warranty insurance products.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Emergency Assist Ltd competitors and assessment
Company assessmentDirect peers
- Start Rescue: UK-based, online-distributed breakdown cover specialist with a price-led value proposition that mirrors Emergency Assist's independent, competitive-cost positioning. Direct peer in the challenger/DTC segment.
- Green Flag: UK breakdown cover provider with a comparable range of tiered policies (including single-vehicle, multi-vehicle, and European cover). Direct competitor to Emergency Assist's breakdown products with similar pricing structure.
- Click4Warranty: UK-based online distributor of vehicle warranty and GAP products, comparable in scale and distribution model (DTC, online quote-and-buy) to Emergency Assist's warranty offering.
- RAC: One of the UK's two dominant breakdown cover and roadside assistance brands, offering tiered individual and family breakdown cover plus ancillary motoring services. Direct competitor across Emergency Assist's primary product set.
- Warrantywise: UK specialist provider of used-car extended warranty products with tiered coverage limits. Direct competitor to Emergency Assist's Warranty Parts & Labour product line.
- The AA (Automobile Association): The UK's largest breakdown cover provider, offering roadside assistance, recovery, and vehicle services to millions of members. Direct competitor to Emergency Assist's core breakdown cover products, with overlapping vehicle-type and pricing-tier structures.
- LV= Britannia Rescue: Long-standing UK breakdown cover provider offering tiered roadside and recovery policies, including vehicle-specific products. Direct competitor to Emergency Assist's breakdown cover tiers.
- Rescue My Car: Online-first UK breakdown cover broker offering tiered policies with European cover options. Competes head-to-head with Emergency Assist's DTC, price-disciplined model.
Others
- 2Gether Insurance Limited: FCA-authorised UK insurer (No. 579333) that acts as principal underwriter for Emergency Assist's breakdown and warranty products. Regulatory and capacity partner rather than a competitor, but central to the company's ability to operate.
Emerging players
- Autoaid Rescue: UK breakdown membership provider offering pay-as-you-go and monthly-roll roadside assistance. Comparable in operating model with a smaller-scale, niche pricing approach overlapping Emergency Assist's entry-level Saver tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Emergency Assist Ltd social profiles
Digital presenceEmergency Assist Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emergency Assist Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Emergency Assist Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emergency Assist Ltd 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 Emergency Assist Ltd
What does Emergency Assist Ltd do?
Emergency Assist Ltd sells subscription-based vehicle breakdown cover and vehicle warranty products directly to UK motorists. Its breakdown plans cover roadside assistance, recovery, home start, lockout, misfuel, onward travel and European protection, while its Warranty Parts & Labour product reimburses repair costs up to £15,000 over 12-36 month terms. Operations are supported by an in-house emergency call centre and a network of over 3,000 recovery agents across the UK.
Is Emergency Assist Ltd a public or private company?
Emergency Assist Ltd is a private company. It is classified as unknown and is currently operating.
When was Emergency Assist Ltd founded?
Emergency Assist Ltd was founded in 2017. It employs 1 to 10 people.
Where is Emergency Assist Ltd based?
Emergency Assist Ltd is headquartered in Wisbech, United Kingdom, in the Europe region.
How does Emergency Assist Ltd make money?
Two revenue lines are on record. Vehicle Breakdown Cover is the primary driver. The others are vehicle Warranty Cover.
Who are Emergency Assist Ltd's main competitors?
Direct peers on record are Start Rescue, Green Flag, Click4Warranty, RAC, Warrantywise, The AA (Automobile Association), LV= Britannia Rescue and Rescue My Car. 2Gether Insurance Limited is listed as an others. Autoaid Rescue is listed as an emerging player.
Does Emergency Assist Ltd have an API?
No public API is recorded for Emergency Assist Ltd.
What industry is Emergency Assist Ltd in?
Emergency Assist Ltd's product category is Vehicle Breakdown Insurance. Its primary akta.pro industry code is FSAJALAL, Roadside Assistance & Towing Memberships (Bundled with Service Contracts), with a secondary code of FSAJALAA, Vehicle Extended Warranty (VSC) & Mechanical Breakdown Insurance (MBI). Its NAICS code is 488410 and its SIC code is 7500.