What Howden Insurance Local UK does

Howden Insurance Local UK is a UK-based insurance broker operating as a trading name of A-Plan Holdings, itself part of the diversified Howden Group Holdings Limited conglomerate. Founded in 1994 (originally branded A-Plan) and rebranded to Howden Insurance in 2024, the company runs a distribution network of over 200 local branches across the United Kingdom supported by 6,000 insurance experts, serving more than 500,000 protected clients through mass-market personal lines, small business, private client, student, and specialist segments.

The company distributes over 200 insurance products spanning core personal lines (car, home, van, motorcycle, travel, life and health), specialist motor (classic, modified, high-performance, young driver, learner, telematics-based), leisure (boats, caravans, golf, aviation, photography, musical instruments), farm and estate, and small business insurance (tradespeople, retailers, hospitality, fleets, motor trade, cyber, liability). Underlying technology consists of digital quote and lead-capture tools, a telematics platform for young driver policies that monitors acceleration, braking, cornering, speed, mobile usage and crash detection, a flexible learner driver booking system, and a free MOT status checker. Policy placement is executed against a panel of standard and specialist insurers.

Revenue is generated primarily through brokerage commissions paid by insurer panel members, with pricing set on a quote basis that varies by individual customer circumstances. Distribution occurs through local branches, phone-based sales, and online quote request forms. The business is FCA-regulated under A-Plan Holdings, won Insurance Broker of the Decade at the 2024 British Insurance Awards and Insurance Company of the Year at the 2025 City AM Awards, and serves as Principal Partner of The British & Irish Lions rugby team, with a parallel grassroots rugby sponsorship programme via Rosslyn Park National Schools Sevens.

Name

Howden Insurance Local UK

Legal name

A-Plan Holdings

Website

https://howdeninsurance.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Howden Insurance Local UK is a UK insurance broker operating 200+ branches with 6,000 experts, distributing 200+ personal, commercial, leisure, and specialist insurance products to more than 500,000 clients across consumer, SME, and private client segments.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage services
• Personal lines insurance
• Commercial lines insurance
• Specialist motor insurance
• Telematics young driver insurance

Headquarters

HQ city

Witney

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Howden operates as an insurance broker earning commissions from panel of standard and specialist insurers. The company acts as intermediary between customers and insurance providers, comparing multiple policies to find tailored coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Howden Insurance is a UK insurance broker that compares and distributes over 200 insurance products from a panel of standard and specialist insurers on behalf of personal and small business customers. Its core offering spans motor (car, van, motorcycle, taxi, classic, specialist, young driver), home (buildings, contents, specialist, landlord), leisure (boat, caravan, golf, aviation, musical instruments), life and health, travel, student, farm and estate, and small business insurance, delivered through 200+ local branches, phone sales, and online quote tools.

Product overview

Howden Insurance is a UK insurance broker operating as a trading name of A-Plan Holdings, offering a comprehensive portfolio of over 200 insurance products across personal and commercial lines. The core offering centers on motor insurance (car, van, motorcycle, taxi, specialist and classic vehicles) and home insurance (buildings, contents, specialist property), complemented by specialized young driver products including learner, temporary learner, named young driver, and black box (telematics) insurance. The company also provides life and health, travel, leisure (boats, caravans, golf, aviation), farm and estate, and small business insurance covering tradespeople, retailers, hospitality, professionals, and fleet operations. Additional tools include a free MOT status checker. The company operates through over 200 branches nationwide with a network of specialist insurance providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Motor vehicle insurance covering cars for personal use, offering third-party, third-party fire and theft, and fully comprehensive coverage options for individual motorists.
• Van Insurance Commercial vehicle insurance for vans up to 3,500kg, available for personal, business, and fleet use with various coverage levels.
• Home Insurance Buildings and contents insurance covering residential properties with options for standard, specialist, and high-value home coverage.
• Temporary Learner Insurance Short-term provisional driver insurance covering learners aged 17-50 for 12 hours to 28 days, providing fully comprehensive cover without affecting the vehicle owner's no claims discount.
• Named Young Driver Insurance Annual black box (telematics) insurance for young drivers aged 17-27 driving a parent or grandparent's car, enabling NCD building while protecting the owner's no claims discount.
• Learner Driver Insurance Provisional driver insurance available as third-party, third-party fire and theft, or fully comprehensive coverage for learning drivers aged 17-50.
• Black Box Car Insurance Telematics-based motor insurance that monitors driving behavior through a black box device and rewards safe drivers with lower premiums upon renewal.
• Motorcycle Insurance Insurance coverage for motorcyclists including mopeds, trikes, and motorcycles with specialist panel providers.
• Taxi Insurance Specialist insurance for taxi drivers covering individual drivers and fleets with flexible policy options.
• Classic and Collections Insurance Specialist insurance for classic cars, hot rods, custom vehicles, military vehicles, and vehicle clubs including classic motorbike coverage.
• Specialist Motor Insurance Coverage for modified cars, 4x4s, American and import cars, high performance vehicles, horseboxes, and track day insurance.
• Young Driver Insurance Motor insurance products designed specifically for young and new drivers including black box, learner, named driver, and temporary cover options.
• Caravan Insurance Insurance for static and touring caravans including campervan, motorhome, mobile home, and park home coverage.
• Boat Insurance Specialist marine insurance through Haven Knox-Johnston including bespoke boat insurance and marine trade coverage.
• Golf Insurance Coverage for golfers including golf insurance, golf buggy insurance, and golf pro shop insurance.
• Musical Instrument Insurance Specialist coverage for musical instruments across personal and professional use.
• Photography Insurance Coverage for photographers including equipment and liability protection.
• Holiday Accommodation Insurance Insurance for holiday properties including beach huts and holiday lodges.
• Aviation Insurance Insurance coverage for private aviation including aircraft and related liability.
• Contents Insurance Home contents coverage including standard, tenants', gadget and possessions, musical instrument, and student contents insurance.
• Buildings Insurance Structural coverage for residential buildings including holiday homes, holiday lets, and high-value homes.
• Specialist Home Insurance Non-standard property coverage including buy-to-let, flood risk, listed property, thatched property, timber framed house, and unoccupied property insurance.
• Landlords Insurance Property owner coverage for rental properties including buildings, contents, and rent guarantee options.
• Health Insurance Medical coverage including private medical insurance, accident sickness and unemployment, critical illness, income protection, and mortgage insurance.
• Life Insurance Protection policies including term life, family income benefit, over 50s, and inheritance tax planning insurance.
• Travel Insurance Coverage for personal travel including single trip and annual policies.
• Student Insurance Combined coverage for students including car, contents, and gadget/possessions insurance.
• Farm & Estate Insurance Rural property and livestock coverage including smallholding, tractor, livestock, equine, and shoot cancellation insurance.
• Fleet Insurance Multi-vehicle business coverage for companies managing multiple vans, cars, or trucks under a single policy.
• Motor Trade Insurance Coverage for automotive businesses including road risks, part-time trade, classic trade, and self-drive hire insurance.
• Small Business Insurance Comprehensive business coverage for SMEs including tradesperson, professional services, retail, and hospitality insurance.
• Tradesperson Insurance Specialist coverage for tradespeople including builders, electricians, plumbers, mechanics, and contractors.
• Liability Insurance Business liability coverage including employers liability, public liability, product liability, professional indemnity, and directors and officers insurance.
• Commercial Property Insurance Commercial property coverage including buildings, tools, goods in transit, office, and contractors all risks insurance.
• Shop and Retail Insurance Retail business coverage including convenience stores, petrol stations, music shops, and direct sellers insurance.
• Sports Insurance Coverage for sporting organizations including clubs, events, coaches, and activity-specific insurance.
• Cyber Insurance Business coverage for cyber risks, data breaches, and digital asset protection.

Quantifiable outcome

• 51% of clients saved average £402 when switching car and home insurance at renewal (Aug 2025 - Jan 2026)
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The British & Irish LionscoreGTM or Marketing Partner · 1 January 1888Howden is a Principal Partner of The British & Irish Lions rugby team. The partnership includes sponsorship of grassroots rugby through Grassroots to Greatness initiative, Lions Origin Clubs recognition, and Rosslyn Park National Schools Sevens sponsorship. Features 'Kicking for Greatness' promotional events and exclusive ticket giveaways.
• Rosslyn Park National Schools SevenscoreGTM or Marketing PartnerHowden is proud to sponsor the Rosslyn Park National Schools Sevens, the largest and oldest schools' rugby 7s event in the world. Sponsorship supports grassroots rugby development with over 14,000 participants from more than 520 schools. Partnership running for over a decade.
• Insurance Provider PanelcoreChannel Partner/ Reseller/ DistributorPanel of standard and specialist insurers providing 200+ insurance products. Howden compares multiple policies on behalf of customers. Includes providers for motor, home, van, caravan, life, health, travel, and specialist insurance products.
• TempCoverminorChannel Partner/ Reseller/ DistributorTempCover is referenced as a partner for temporary learner driver insurance, temporary European car insurance, temporary expats insurance, and temporary student car insurance products. Provides short-term insurance options.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Direct Line Group: Major UK personal lines insurer operating direct and via brands (Direct Line, Churchill, Privilege, Darwin). Competes head-to-head with Howden in UK motor and home, but as a carrier rather than broker.
• Aviva UK: Largest UK general insurer offering motor, home, life, and health via direct, broker, and partnership channels. Overlaps Howden's full personal lines suite and competes in small business and rural lines.
• LV= (Liverpool Victoria): UK mutual insurer offering motor, home, life, and pet insurance via direct and broker channels. Comparable breadth of personal lines and competing distribution mix.
• Admiral Group: UK's largest motor insurer with price-comparison brands (Confused.com, Compare the Market owner comparison sites). Direct competitor in personal auto, the core of Howden's portfolio.

Direct peers

• Swinton Insurance: UK high-street insurance broker with a national branch network offering personal lines (motor, home) and small business insurance. Most directly comparable to Howden Insurance Local UK in distribution model, customer segment, and product mix.
• NFU Mutual: UK mutual insurer/broker with a regional office network serving rural, farming, and personal lines customers. Closely comparable to Howden's branch-led, advice-focused model with strong specialty in farm and estate.
• Aston Lark: UK independent commercial and personal lines insurance broker acquired by Howden Group. Comparable UK broker with branch and advisory distribution model across personal and SME segments.

Others

• Compare the Market: UK price-comparison aggregator for insurance and financial products. Competes with Howden for new business acquisition traffic in motor and home, and influences commission economics via panel dynamics.

Emerging players

• Bought By Many (ManyPets): UK insurtech originally focused on niche personal lines and now operating multi-product insurance brands. Represents the digital-first competitive threat in specialty personal lines such as pet and gadget.
• Hastings Direct: UK digital-first motor and home insurer using price-comparison-led acquisition. Represents the digital-native competitive threat to Howden's branch-led distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/aplaninsurance
• Facebookfacebook.com/829198830425748
• LinkedInlinkedin.com/company/howden-rural

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Howden Insurance Local UK