The Broking Group

What The Broking Group does

The Broking Group is a privately held, UK-based protection insurance broker registered as The Broking Group Limited in England and Wales, headquartered in Nantwich, Cheshire. Operating as a five-person firm, the company functions as a whole-of-market broker distributing life insurance (level and decreasing term), critical illness cover, income protection, private medical insurance, and business protection products (shareholder, partnership, and key-man cover) to individual consumers, families, and SME business owners. The firm holds appointed-representative status under Insure Life Limited (FCA No. 913606), giving it the regulatory standing required to place protection business across the UK market.\n\nThe business is built on a traditional brokerage technology stack with no proprietary platform identified; advisors access multiple insurer panels to source quotes, with customers engaging via website forms, callback requests, and phone (01270 694939). The firm positions same-day cover issuance, multi-insurer choice, and post-sale service as its core value propositions. A separate B2B sub-brand, 'Business Protection' (businessprotection.co.uk), targets commercial clients and is the public face of a three-season rear-of-shirt sponsorship deal with Nantwich Town Football Club.\n\nRevenue is generated through insurance brokerage commissions paid by insurers on placed policies, with most customers paying monthly premiums via direct debit, producing a recurring commission stream. The company is led by Chairman Dave Clapp (30+ years in general and life insurance) and Managing Director Richard Goodwin, with a third senior advisor, Ged Ginty, focused on health and wellbeing lines. There are no disclosed institutional investors, parent entities, subsidiaries, or M&A activity, and ownership appears concentrated among founders and management. Marketing relies on the firm's website, Facebook page, local sports sponsorship, and newsletter communications rather than paid digital acquisition at scale.

Name

The Broking Group

Legal name

The Broking Group Limited

Website

https://thebrokinggroup.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Broking Group is a privately held, whole-of-market UK protection insurance broker based in Nantwich, Cheshire. It distributes life, critical illness, income protection, private medical, and business protection cover to individuals, families, and SME owners via advisor-led phone and web channels.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Group Term Life Insurance (FSAIAAAJ)

Keywords

• Protection insurance broker
• Life insurance brokerage
• Critical illness cover
• Income protection insurance
• Private medical insurance

Headquarters

HQ city

Nantwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: The Broking Group operates as a whole-of-market protection insurance broker, earning commissions from insurance providers when policies are sold. They access multiple insurers to find suitable coverage for customers, with most customers paying monthly premiums via direct debit.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Broking Group is a whole-of-market protection insurance broker that distributes life insurance, critical illness cover, income protection, and private medical insurance to individuals and families, alongside business protection products (shareholder and key person cover) for business owners. It acts as an appointed representative of Insure Life Limited, earning commissions from insurers when policies are placed through its team of protection advisors.

Product overview

The Broking Group is a "whole of market" independent protection insurance broker offering a portfolio of insurance products. The core product suite comprises Life Insurance (available as Level Term and Decreasing Term variants), Critical Illness Cover, Income Protection Insurance, and Private Medical Insurance. For business customers, the company offers Business Protection Insurance through its B2B sub-brand "Business Protection," which includes Key Man Protection and Shareholder Protection for Businesses. All products are distributed through protection advisors who provide quotations from multiple insurers, with monthly payment options via direct debit.

Differentiator

Problem solved

Functional benefit

Brands

• Business Protection: B2B brand for business protection policies including shareholder, partnership and key man cover.

Products and services

• Life Insurance Life insurance policies that pay out a lump sum to loved ones upon the policyholder's death or terminal illness, offered as Level Term (fixed lump sum throughout policy term) or Decreasing Term (coverage decreasing in line with mortgage repayments). Available for individuals from just under £5 per month with only five questions required to determine cover options.
• Critical Illness Cover Critical illness insurance that pays out a tax-free, one-off lump sum if the policyholder is diagnosed with a serious long-term illness listed in the policy, including heart attack, stroke, cancer, multiple sclerosis, or major organ transplant. Available to individuals seeking financial protection during serious illness.
• Income Protection Insurance Income protection policy that pays a percentage of monthly income (normally tax-free) if the policyholder cannot work due to illness or injury, covering medical conditions including stress, mental health conditions, and physical health conditions. Designed for individuals who need income replacement during periods of inability to work.
• Private Medical Insurance Private health insurance that pays for private medical treatment, enabling faster access to care, private rooms, and avoidance of NHS waiting lists. Covers video GP appointments, mental health support, menopause support, private hospital treatment, physiotherapy, and diagnostic scans for individuals and families.
• Business Protection Insurance Business protection cover for UK business owners combining shareholder protection, partnership cover, and key person insurance to protect businesses against the death or critical illness of key individuals. Distributed through the firm's dedicated B2B sub-brand 'Business Protection'.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Nantwich Town Football ClubminorGTM or Marketing PartnerThe Broking Group sponsors Nantwich Town Football Club as rear of shirt sponsor for all home and away kits across junior teams to first team. Also uses B2B brand 'Business Protection' for three-season sponsorship deal. Supports local community engagement.
• Insure Life LimitedcoreOthersThe Broking Group Limited is an appointed representative of Insure Life Limited, who are authorised and regulated by the Financial Conduct Authority (FCA Number 913606). This regulatory relationship enables them to distribute insurance products.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bupa: UK private medical insurance and health services provider. Comparable on PMI products but as a direct insurer rather than intermediary, representing both a competitor and a potential product partner.
• Aviva UK: Major UK life and health insurance carrier. Comparable product lines (life, critical illness, PMI, business protection) but as a direct-writing insurer with proprietary distribution; serves as both competitor and a panel provider The Broking Group accesses.

Direct peers

• Drewberry Insurance: UK whole-of-market protection insurance broker offering life, critical illness, income protection and business protection — directly comparable product portfolio and sales-led advisory model.
• ActiveQuote: UK health and protection insurance broker focused on private medical, life and income protection. Comparable intermediary model serving individuals and businesses.
• Rightquote Insurance Services: UK protection insurance broker offering life, critical illness, income protection and business protection — directly overlapping product set and advisory distribution.
• Cavendish Online: UK price comparison and broker service for life, health and protection insurance. Comparable UK protection intermediary offering and whole-of-market access.
• Reassured: UK life insurance broker specializing in over-50s and whole-of-life cover, with broader life and protection product offering. Similar commission-based intermediary model.
• LifeSearch: UK independent life insurance broker covering life, critical illness and income protection. Comparable whole-of-market advisor model and consumer/B2B protection focus.

Emerging players

• MoneySupermarket Life Insurance: UK insurance comparison marketplace covering life and protection products. Comparable customer segment and price-comparison distribution mechanism that competes for the same consumers.
• GoCompare Life Insurance: UK price comparison aggregator offering life and protection insurance — overlaps as an alternative channel consumers use instead of independent advisers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/The-Broking-Group
• LinkedInlinkedin.com/company/the-broking-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Broking Group