Emergency Assist Ltd

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.

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

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

• Vehicle breakdown cover
• Roadside assistance
• Vehicle warranty
• Emergency motor recovery
• Breakdown membership

Headquarters

HQ city

Wisbech

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 2Gether Insurance LimitedcoreOthersEmergency 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

Direct 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

• LinkedInlinkedin.com/company/emergency-assist-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Emergency Assist Ltd