What Open & Direct Insurance does

Open & Direct Insurance is a UK insurance intermediary that operates as a trading style of Abbey Insurance Brokers Limited (registered in Northern Ireland, company number NI053754), a wholly owned subsidiary of Prestige Insurance Holdings Limited. The company specialises in non-standard home and car insurance for UK customers who have been declined or underserved by mainstream insurers due to non-standard property features (unoccupied, flood risk, thatched roofs, listed buildings, subsidence history, non-standard construction, holiday lets, B&B/Airbnb, business use, landlord, gaps in cover) or driver circumstances (convictions, imported vehicles, modified or high-performance cars). The brand was acquired by Prestige from the Swinton Group in 2016, remained dormant until November 2023, and was relaunched with the Coverall home insurance product underwritten by Prestige Underwriting.

The platform combines a telephone-led sales operation (0800 678 1465), a self-serve Direct Quote & Buy engine at quotes.openanddirect.co.uk launched in July 2025, and channel partnerships through which Tesco Insurance and banking partners signpost declined non-standard risk customers to Open & Direct. Coverall is backed by A-rated capacity including Aviva, with additional products offered via the Ageas and Allianz panels, ancillary add-ons via Arc Legal Assistance and KeyCare, and a travel insurance referral arrangement with Columbus Direct. Embedded participation in Flood Re supports flood-affordable cover for high-flood-risk homes.

Revenue is generated through multiple intermediary streams: insurance commission on premiums placed with the insurer panel, premium finance commissions on instalment arrangements, administration fees of up to £50 for specified service events (arranging cover, mid-term changes, duplicate documents, missed payments, amendments, refund processing), referral fees where another firm introduces the customer, and an affiliate travel insurance commission via the Columbus Direct partnership. Pricing is quote-based and not publicly disclosed, with billing on an annual cadence and the option of premium finance instalments at additional cost. The operating footprint is the United Kingdom only, with a registered office in Carrickfergus, County Antrim, and roughly 10 employees across the trading entity.

Name

Open & Direct Insurance

Legal name

Abbey Insurance Brokers Limited

Website

https://openanddirect.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Non-Standard Insurance

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Non-standard home insurance
• Specialist car insurance
• Insurance intermediary services
• High-risk property insurance
• Convicted driver insurance

Headquarters

HQ city

Carrickfergus

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. Insurance intermediation commissions: Open & Direct acts as an insurance intermediary earning commission from insurers based on a percentage of the premium. They offer home and motor insurance from a limited panel of insurers including Prestige Underwriting Services Limited, Ageas Insurance Limited and Aviva Insurance Limited.
2. Premium finance commissions: When customers choose to pay premiums via instalments using premium finance, Open & Direct earns commission from the finance provider based on a percentage of the loan taken for arranging and administering the finance.
3. Administration fees: Administration charges of up to £50 for arranging cover, mid-term changes, duplicate/replacement documents, confirmation of driving experience, missed or late payments, amendments to existing instalments and direct debits, administration of refunds and issuing cheques.
4. Referral fees: When customers are introduced to Open & Direct by another firm, they or their insurer may pay a referral fee for this recommendation.
5. Travel insurance referral: Open & Direct refers customers to Columbus Direct for travel insurance, earning a 5% discount that can be passed on to customers who buy online.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Open & Direct Insurance is a UK non-standard insurance intermediary that arranges home and car insurance for customers declined or underserved by mainstream insurers. Operating as a trading style of Abbey Insurance Brokers Limited (a wholly owned subsidiary of Prestige Insurance Holdings Limited), it distributes Coverall home insurance underwritten by Prestige Underwriting plus a panel of partner-branded products from Aviva, Ageas, and Allianz, supported by a direct telephone sales team and a new Direct Quote & Buy digital engine.

Product overview

Open & Direct Insurance is a non-standard home and car insurance specialist operating as a trading style of Abbey Insurance Brokers Limited, a wholly owned subsidiary of Prestige Insurance Holdings Limited. The company offers a multi-product portfolio comprising core non-standard insurance products (Coverall Home Insurance, various specialist home cover types, and non-standard motor insurance) alongside partner-branded products (Aviva, Ageas, Allianz home and car insurance). The product architecture follows a core platform plus add-on model, where base policies can be enhanced with optional extras including Home Emergency Cover, Family Legal Protection, and Unoccupied Legal Protection. Travel insurance is available through a partnership with Columbus Direct. The company primarily serves customers who have difficulty obtaining standard insurance coverage due to non-standard property features, circumstances, or risk profiles.

Differentiator

Problem solved

Functional benefit

Brands

• Coverall: Non-standard home insurance product designed for customers who have difficulty securing cover for their property. Underwritten by Prestige Underwriting.

Products and services

• Coverall Home Insurance Flagship non-standard home insurance product designed for customers who have difficulty securing cover for non-standard property risks, underwritten by Prestige Underwriting and backed by A-rated capacity with Aviva.
• Unoccupied Property Insurance Specialist home insurance for properties left vacant for 30 consecutive days or more, covering heightened risks of leaks, theft, and vandalism.
• Holiday Home Insurance Comprehensive building and contents insurance for UK holiday homes, covering vandalism, theft, and weather damage during extended vacancy periods.
• Flood Risk Insurance Home insurance for properties in flood-prone areas, offered in partnership with Flood Re to make flood cover more affordable and accessible.
• Thatched Home Insurance Specialist insurance for properties with thatched roofs covering water reed, wheat reed, long straw, and fibre constructions.
• Listed Buildings Insurance Specialist insurance for listed buildings with historical or architectural significance, covering higher rebuild costs for Grade I, II, II* in England and Wales and A to C in Scotland.
• Renovation & Reconstruction Insurance Specialist insurance protecting properties during renovation, restoration, extension, conversion, or self-build projects.
• Subsidence Risk Insurance Specialist insurance for properties with history of subsidence, covering shrinkage, clay soil, plant life, dry weather, escape of water, landslip, and heave.
• Non-Standard Construction Insurance Specialist insurance for properties constructed with non-standard materials including timber framed homes, steel framed homes, concrete homes, and properties with flat roofs.
• Bed and Breakfast / Airbnb Insurance Tailored insurance for bed and breakfasts and Airbnb properties, covering buildings and contents against damage caused by guests.
• Business Use Home Insurance Insurance for homeowners running small businesses from home, covering buildings, contents, business equipment, and property owners liability.
• Landlord Insurance Insurance for landlords letting residential properties, covering accidental damage, loss of rental income, and buildings insurance.
• Gaps in Cover Insurance Home insurance for individuals with adverse circumstances such as previously refused insurance, cancelled policies, poor credit history, or high-risk occupations.
• Criminal Convictions Home Insurance Home insurance for individuals with criminal records, including those who have served time, received fines, or completed community service.
• Claims History and Adverse Personal History Insurance Home insurance for individuals with bankruptcy history or previous insurance claims, providing comprehensive coverage for those considered higher risk.
• Aviva Your House Insurance Home insurance product offered in partnership with Aviva for standard to non-standard property coverage.
• Ageas House Guard Insurance Home insurance product offered in partnership with Ageas for non-standard property coverage.
• Allianz Rainbow Home Insurance Home insurance product offered in partnership with Allianz for non-standard property coverage.
• Convicted Drivers Car Insurance Specialist car insurance for drivers with convictions including drink driving, drug convictions, and points on licence.
• Imported Vehicles Insurance Insurance for imported vehicles including grey imports from America and Japan, parallel imports from EU, and personal imports.
• High Performance Car Insurance Specialist insurance for high performance cars, sports cars, and powerful off-road SUVs with higher grouped ABI vehicles.
• Modified Car Insurance Insurance for cars modified from factory specifications, covering both performance modifications (engine remapping, turbochargers, exhaust) and cosmetic changes (body kits, alloy wheels, tinted windows).
• Premium Plus Car Insurance Comprehensive protection for drivers with unusual risk profiles including low no claims bonus, high rated postcodes, unusual occupations, or inexperienced drivers.
• Ageas Private Car Insurance Private car insurance product offered in partnership with Ageas.
• Travel Insurance (Columbus Direct Partnership) Travel insurance offered through partnership with Columbus Direct, providing Bronze, Silver, and Gold level coverage with options for gadgets and winter sports, with a 5% online purchase discount.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Banking partnerscoreGTM or Marketing Partner · 30 July 2025Customers of banking partners who face non-standard risk profiles that the bank cannot underwrite are redirected via the bank's home insurance pages to Open & Direct, ensuring an uninterrupted referral path for clients needing specialist cover.
• Prestige Underwriting Services LimitedcoreStrategic or Co-development Partner · 30 July 2025Prestige Underwriting provides the underwriting backbone for Open & Direct's non-standard insurance products including Coverall home insurance. Their suite of specialist products backs Open & Direct's offerings with A-rated capacity.
• Flood RecoreStrategic or Co-development Partner · 14 February 2024Open & Direct has partnered with Flood Re, a joint initiative between UK Government and insurers, to make flood cover more affordable and accessible for homeowners living in flood-prone areas. The Coverall product includes Flood Re as an embedded feature.
• Tesco InsurancecoreGTM or Marketing Partner · 29 November 2023Prestige Underwriting partnered with Tesco Insurance to offer non-standard home insurance to Tesco customers. The insurance product named Coverall is underwritten by Prestige Underwriting and offered under the Open & Direct brand. Tesco customers who cannot get home insurance from Tesco Insurance due to non-standard risks are directed to Open & Direct to obtain a quote either by phone or online. Those who purchase a policy receive an exclusive Tesco referral discount on their premium.
• Aviva Insurance LimitedminorStrategic or Co-development PartnerOne of the insurers on Open & Direct's limited panel for home insurance products. Provides A-rated capacity backing for the Coverall product.
• Ageas Insurance LimitedminorStrategic or Co-development PartnerOne of the insurers on Open & Direct's limited panel for home and motor insurance products.
• Arc Legal AssistanceminorStrategic or Co-development PartnerProvider of Home Emergency and Legal Expenses add-on products sold separately by Open & Direct to insurance customers.
• KeyCareminorStrategic or Co-development PartnerProvider of Key Cover add-on product sold separately by Open & Direct to insurance customers.
• Columbus DirectminorGTM or Marketing PartnerTravel insurance partner offering Columbus Direct products through Open & Direct's travel insurance page. Customers can save 5% when buying travel insurance online through this partnership.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• LV= (Liverpool Victoria): LV= is a major UK mutual insurer offering home, motor, and life insurance with a heritage similar to other broad incumbents. While not specialist, it competes for many of the same personal-lines customers that Open & Direct ultimately serves.
• Aviva: Aviva is one of the UK's largest general insurers and a panel capacity provider for Open & Direct's Coverall product. While much broader than Open & Direct, Aviva's expanding non-standard proposition makes it a relevant incumbent peer.
• Direct Line Group: Direct Line Group is one of the UK's largest personal lines insurers, operating brands such as Direct Line, Churchill, and Privilege. It competes broadly in home and motor and increasingly addresses non-standard segments adjacent to Open & Direct's niche.
• Allianz Insurance UK: Allianz is a global insurer with a UK personal and commercial lines presence, and offers Rainbow Home Insurance through Open & Direct's platform. As a panel carrier and broader UK market player, Allianz is a relevant incumbent peer.
• Ageas UK: Ageas is a major UK personal lines insurer and a panel capacity provider for Open & Direct's House Guard and Private Car products. It competes broadly in home and motor insurance while supplying capacity to Open & Direct's specialist book.

Direct peers

• Adrian Flux: Adrian Flux is one of the UK's largest specialist non-standard insurance brokers, offering home, motor, and lifestyle cover for high-risk and unusual profiles. It is the closest direct competitor to Open & Direct's specialist intermediary proposition across both non-standard home and car insurance.
• Swinton Insurance: Swinton is a long-established UK high-street insurance broker selling home, motor, and commercial insurance through a multi-carrier panel. It was the previous owner of Open & Direct before the 2016 Prestige acquisition and remains a direct competitive peer in the UK intermediary market.
• Hastings Direct: Hastings Direct is a UK direct-to-consumer insurance provider with a significant presence in non-standard motor and home insurance, particularly price-comparison-channel customers. It shares Open & Direct's digital-led, non-standard-focused distribution model.

Emerging players

• Saga Insurance: Saga offers specialist insurance products for the over-50s UK demographic, including home and travel cover. While niche-focused like Open & Direct, its specialization is demographic rather than risk-based, making it an adjacent rather than directly competing peer.
• Hiscox UK: Hiscox is a specialist UK insurer focused on niche and higher-value personal and commercial lines, including non-standard home and specialist vehicle coverage. Its specialist orientation overlaps thematically with Open & Direct's proposition.

Market position

Weaknesses1 record

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/open-&-direct-insurance

Revenue estimate

Valuation estimate

Number of profiles

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 Open & Direct Insurance