What Tribe Advisory does

Tribe Advisory is a London-based boutique insurance advisory firm co-founded in 2017 by Patrick Smith and Nick Stretton that provides outsourced insurance management and bespoke group/affinity insurance schemes for mid-to-large and fast-growth companies. Operations are FCA-regulated through Tribe Schemes Limited (FRN 833426), with Tribe Advisory Limited (FRN 790006) acting as Appointed Representative, and the firm currently runs with a five-person core executive team out of London.

The service portfolio is organised into two divisions. Insurance Management delivers 365-day outsourced insurance team services — broker oversight, policy negotiation, claims handling, and risk-and-cost analysis — fronted by an Insurance Check-Up review engagement. Insurance Schemes designs, launches, and runs tailored programmes under branded products including RestaurantProtect, PubProtect, SurveyorProtect, HotelProtect, and the Deliveroo global gig-rider programme (~£10 million in annual insured premiums). Underpinning these services is RiskTrack, a proprietary cloud-based platform that centralises risk registers, claims data, insurance policies, and financial information behind real-time dashboards and configurable workflows.

Tribe generates revenue from retainer-based management fees (annual subscription), commissions on insurance premiums placed through market access (transaction/take rate), and hybrid structures. The customer base spans enterprise and growth-stage names, including Marston's (1,300-pub PubProtect programme), Deliveroo (gig-economy riders across 13 countries and ~200 cities), a private equity firm (portfolio insurance reviews for $20M–$500M investments), and emerging companies such as PLAYvirtuoso and Go Zero. Go-to-market is sales-led direct advisory, supported by AIRMIC industry involvement (Patrick Smith is former chair and Academy Principal), a 'Smoke Signals' monthly newsletter, and an annual Charity Golf Day that doubles as broker/insurer relationship cultivation.

Name

Tribe Advisory

Legal name

TRIBE ADVISORY LIMITED & TRIBE SCHEMES LIMITED

Website

https://tribe-advisory.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Tribe Advisory is a UK-based boutique insurance advisory providing outsourced insurance management and bespoke group insurance schemes for mid-to-large and fast-growth companies. It serves enterprise and growth-stage clients such as Marston's, Deliveroo, and PE portfolio companies via its RiskTrack platform.

Ownership category

akta.pro rank

Product category

Insurance Advisory and Risk Management Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Insurance and Employee Benefit Funds (5251)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Captive Insurance Advisory & Management (FSAEADAF)

akta.pro secondary industries

Hospitality BOP (Hotels/Motels) (FSAJAFAH), Restaurants, Bars & Food Service BOP (FSAJAFAG)

Keywords

• Outsourced insurance management
• Group insurance schemes
• Affinity insurance programmes
• Risk and insurance advisory
• Bespoke insurance design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Management Retainers: Tribe provides ongoing insurance management services to clients via retainer agreements. They act as the client's internal insurance team on an outsourced basis.
2. Commission from Insurance Market: Tribe receives commission from the premiums arising from business generated by group or affinity insurance schemes. This is offset against ultimate insurance rates and broker services negotiated on client's behalf.
3. Hybrid Remuneration: Some clients prefer a hybrid structure combining retainer and commission-based remuneration, providing flexibility to meet client strategic objectives.
4. Insurance Scheme Commission: Tribe typically receives commission from premiums arising from business generated by group or affinity schemes. They are open to discussing alternative models to ensure alignment with client strategic objectives.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Tribe Advisory provides outsourced insurance management and bespoke group/affinity insurance schemes for mid-to-large and fast-growth companies, acting as an extension of the client's internal insurance team. Services cover 365-day insurance oversight, broker/insurer management, claims advocacy, Insurance Check-Up diagnostics, and the design and delivery of named scheme products (RestaurantProtect, PubProtect, SurveyorProtect, HotelProtect, Deliveroo Rider Programme), supported by its proprietary RiskTrack platform.

Product overview

Tribe Advisory offers a portfolio of insurance advisory and management services organised around two core service lines: Insurance Management (outsourced insurance team services) and Insurance Schemes (group/affinity insurance programmes). The Insurance Management offering includes an Insurance Check-Up review service and ongoing management capabilities. The Insurance Schemes division includes branded sub-products: RestaurantProtect, PubProtect, SurveyorProtect, and HotelProtect, as well as the Deliveroo rider insurance programme. Supporting these services is RiskTrack, a proprietary cloud-based risk and insurance management platform that centralises risk registers, claims data, insurance policies, and financial information with real-time dashboards and configurable workflows.

Differentiator

Problem solved

Functional benefit

Brands

• RiskTrack: A cloud-based risk and insurance management platform that gives organisations real-time visibility, stronger governance and better control over their risk, claims and insurance data.
• RestaurantProtect
• PubProtect
• SurveyorProtect
• HotelProtect

Products and services

• Insurance Management 365-day outsourced insurance team acting as an extension of the client's internal function, covering broker and insurer management, policy negotiation, placement, risk and cost analysis, and claims management for mid to large and fast growth companies.
• Insurance Check-Up Diagnostic review service that identifies relevant insurance policies, assesses claims, evaluates broker and supplier relationships, and delivers an insurance due diligence report with recommendations for the client.
• Insurance Schemes Design, launch and ongoing operation of group and affinity insurance schemes for communities of employees, gig workers, trading partners or members, with flexible policies that scale with the community's growth.
• RiskTrack Cloud-based risk and insurance management platform providing real-time visibility, centralised risk registers, claims data, insurance policies and financial information, with real-time dashboards and configurable workflows for governance, approvals and incident management.
• RestaurantProtect All-in-one combined insurance scheme for restaurants, covering public liability, employers' liability, money on-premises protection, book debts, stock cover and other specialist covers under a single policy.
• PubProtect Specialist insurance scheme for pub tenants and lessees designed in partnership with leading pub companies such as Marston's, providing combined cover for publicans and guests across the pub estate.
• SurveyorProtect All-inclusive insurance scheme designed for owner managers, small surveying businesses, and large multi-disciplined surveying firms, delivered in partnership with RICS trade and regulatory bodies.
• HotelProtect Specialist hotel insurance solution covering property, public and employers' liability, business interruption and other key protections bundled into a single joined-up policy.
• Deliveroo Rider Insurance Programme Approximately £10 million global insurance programme for Deliveroo's ~50,000 freelance riders across 13 countries and ~200 cities, providing hourly medical expense cover, income loss following accidents, fixed benefits for serious injuries and third-party liability coverage.

Quantifiable outcome

• Consistently reduced the cost of insurance across all clients' annual spends, without exception
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered major, minor and core.

• QovermajorStrategic or Co-development Partner · 1 January 2025Headline sponsor of Tribe Advisory's 2025 Charity Golf Day. Qover is an insurtech company providing digital insurance infrastructure. Tribe has collaborated with Qover on financial inclusion initiatives, with both companies participating in industry webinars on innovative insurance solutions.
• KeoghsminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day. Keoghs is a legal services and insurance claims firm.
• ChubbminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day. Chubb is a global insurance company.
• SompominorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day. Sompo is a global insurance and reinsurance company.
• WTWminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day. WTW is a global risk advisory, broking, and solutions firm.
• KrollminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day. Kroll provides risk and financial advisory solutions.
• RSA (Royal & Sun Alliance)minorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• Global Risk SolutionsminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• Premium CreditminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• Tacit Investment ManagementminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• T&R Direct InsuranceminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• The Finance HubminorGTM or Marketing PartnerSponsor of Tribe Advisory's 2025 Charity Golf Day.
• WakamcoreStrategic or Co-development PartnerPartner in financial inclusion insurance initiatives alongside Qover and Tribe. Wakam is an insurtech company developing micro-insurance and financially inclusive insurance products. Tribe collaborates with Wakam on group insurance solutions that focus on purpose-led coverage for specific communities, such as micro-mobility users.
• Marston's plccoreStrategic or Co-development PartnerTribe delivers PubProtect insurance scheme and oversight programme for Marston's 1,300+ pub estate. Nick Stretton leads delivery of products and services to Marston's plc, leveraging 30+ years of experience in hospitality insurance schemes.
• Royal Institution of Chartered Surveyors (RICS)coreStrategic or Co-development PartnerTribe delivers SurveyorProtect scheme working with RICS trade and regulatory bodies to design all-inclusive insurance schemes for surveying businesses. Nick Stretton leads this consumer proposition.
• Worshipful Company of InsurersminorGTM or Marketing PartnerTribe supports the Worshipful Company of Insurers, which exists for City of London tradition and charitable causes. Patrick Smith is involved in this Livery Company.
• The Company of EntrepreneursminorGTM or Marketing PartnerTribe supports The Company of Entrepreneurs which exists for City of London tradition and charitable causes. Patrick Smith is involved in this Livery Company. Tribe is Champions for 2024 for supporting the EASI initiative.
• Trinity RFCminorChannel Partner/ Reseller/ DistributorTribe sponsors Trinity Rugby Football Club as Primary Shirt Sponsor for 4+ seasons. Co-founder Patrick Smith attended Trinity School and played for the club. Sponsorship provides guaranteed income for the club, player kit and equipment.
• West Wickham FCminorChannel Partner/ Reseller/ DistributorTribe supports West Wickham FC as part of its community and charitable giving programme.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lockton: Largest independent insurance broker globally, with strong UK presence across commercial, hospitality and group scheme work. Comparable as an incumbent broker competing for Tribe's mid-market and hospitality scheme mandates, with similar independence positioning.
• Aon: Global professional services firm offering risk management, insurance brokerage and advisory. Directly comparable for the outsourced-team and corporate risk advisory use cases Tribe serves, particularly for PE portfolio companies and large enterprise clients.
• Marsh: Global insurance broker and risk advisor with deep UK presence across corporate, hospitality and affinity programmes. Comparable for the same outsourced insurance/risk management mandates Tribe targets, with far greater resources and carrier scale.
• Howden Insurance Brokers: Large UK-focused insurance broker with significant presence in commercial and specialty lines. Comparable as a major London-market broker that competes for the same mid-to-large and complex insurance advisory mandates, but at substantially greater scale and resource.
• WTW (Willis Towers Watson): Global risk advisory, broking and solutions firm with a UK corporate risk and insurance management practice. Directly comparable as an incumbent that offers outsourced-style risk consulting for large corporates, and is already one of Tribe's market partners.

Direct peers

• PIB Group: UK-focused insurance intermediary group specialising in commercial, scheme and affinity business across multiple verticals. Closely comparable to Tribe as a UK specialist intermediary building branded scheme propositions for hospitality, property and professional services verticals.
• Hyperion Insurance Group: Independent specialty insurance group headquartered in London covering broker, MGA and scheme services. Comparable as a UK-based specialist competing in affinity schemes, MGA formation and corporate risk advisory — overlapping directly with Tribe's scheme and captive advisory capabilities.
• Rokstone (Aventum): London-market specialty insurance group operating MGAs and broker services across commercial and scheme lines. Comparable as a London-based specialist building branded scheme and MGA propositions for specialty and emerging risks, similar in positioning and size to Tribe.

Emerging players

• Wakam: European insurtech building white-label and embedded insurance products with a focus on micro-insurance and financially inclusive cover. Comparable as a Tribe partner for group and micro-mobility insurance schemes, addressing similar emerging-risk segments.
• Qover: Insurtech providing digital insurance infrastructure for embedded and on-demand products across mobility, gig economy and lifestyle. Comparable as Tribe already partners with Qover on financial inclusion initiatives, and both target gig-economy and embedded insurance opportunities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tribe-advisory

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Tribe Advisory