Tradesure Insurance Brokers

What Tradesure Insurance Brokers does

Tradesure Insurance Brokers is a UK-based, FCA-regulated insurance brokerage operating as a trading name of Norton Insurance Brokers Ltd, founded in 1965 and headquartered in Birmingham. The firm specialises exclusively in motor trade and adjacent commercial lines, arranging road risk cover, combined motor trade policies, commercial fleet insurance, employers' and public liability cover, tools and goods-in-transit insurance, vehicles-on-premises cover, mechanics and body shop insurance, and adjacent lines including home and cyber insurance for the motor trade customer base. Its core technology stack is a traditional brokerage platform distributing business through a panel of multiple insurers, augmented by add-on suites (Legal Expenses, Excess Protect, Glass Cover, Key Protect, Tool Cover, and bundled Motor Trade Plus / Commercial Fleet Plus packages) sourced through partnerships with ALPS and All Broker Services.

The firm's go-to-market is sales-led and relationship-driven: customers reach Tradesure primarily via phone (0121 248 9300), website callback forms, and email, with no physical retail or intermediary channels. Supporting channels include SEO, a content blog, social media (Facebook, Twitter, LinkedIn), email newsletters, Feefo-verified reviews, and a Recommend a Friend referral scheme paying £25 per successful referral. Revenue is generated through brokerage commissions on policies placed with the insurer panel plus premium finance income, with pricing delivered on a bespoke quote basis against annual billing cycles. The customer base is distributed across motor traders, garages and repair shops, commercial fleet operators (3+ vehicles), valeting and mobile services, and courier/haulage businesses — all UK-domestic SMB accounts.

Operationally the firm remains independent and family-run following the 2020 retirement of founder Chris Wilkinson (who passed away in December 2024) and the transition of the Managing Director role to Mark Wilkinson. It does not offer a mobile app or public API, does not disclose headcount or revenue, and has not raised external funding. Geographic service is restricted to Great Britain (excluding Northern Ireland, the Channel Islands and the Isle of Man). Recent strategic emphasis has been on service-quality recognition (consecutive Feefo Platinum Trusted Service Awards in 2024 and 2025) and partner ecosystem buildout, including relationships with Global Telemetrics for GPS tracking and iRevolution Claims for claims handling.

Name

Tradesure Insurance Brokers

Legal name

Norton Insurance Brokers Limited

Website

https://tradesureinsurance.co.uk

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

Tradesure Insurance Brokers is an FCA-regulated, family-run UK insurance brokerage, founded 1965, arranging motor trade, commercial fleet, liability, and ancillary insurance for SMB motor traders, garages, fleet operators and couriers across Great Britain via a panel of insurers.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

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

Keywords

• Motor trade insurance
• Commercial fleet insurance
• Insurance brokerage services
• Liability insurance
• Commercial vehicle insurance

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: Earns commission from panel of insurers for arranging motor trade, fleet, and liability insurance policies. Acts as intermediary between customers and insurance providers.
2. Premium Financing: Provides premium finance options for customers to spread the cost of insurance premiums.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Tradesure Insurance Brokers is an independent, family-run insurance broker that arranges motor trade, commercial fleet, liability, home, business, and cyber insurance policies for UK motor traders. Operating since 1965 as a trading name of Norton Insurance Brokers Ltd, the company acts as an intermediary between customers and a panel of insurers, providing tailored coverage for road risk, premises, fleet, employers' liability, and public liability. Additional optional extras include legal expenses, tool cover, excess protection, glass cover, and key protection add-ons.

Product overview

Tradesure Insurance Brokers offers a comprehensive suite of insurance products for the motor trade industry. The core offering includes Motor Trade Insurance with Road Risk (third party only, third party fire and theft, and comprehensive) and Combined Motor Trade Insurance for traders with premises. Additional core products include Commercial Fleet Insurance for businesses with 3+ vehicles, Employers' Liability Insurance, Public Liability Insurance, Tools & Goods in Transit Insurance, Vehicles on Premises Cover, Mechanics and Body Shop Insurance, Home Insurance, and Cyber Insurance. Optional add-on products include Tradesure Legal Expenses, Tool Cover, Excess Protect, Glass Cover, Key Protect, Motor Trade Plus, and Commercial Fleet Plus. The company operates as an independent insurance broker working with a panel of insurers to provide tailored coverage for motor traders since 1965.

Differentiator

Problem solved

Functional benefit

Products and services

• Motor Trade Insurance Core insurance product for motor traders covering road risk, fleet insurance, and liability coverage for businesses trading in vehicles. Designed for car dealers, part-time and full-time vehicle traders, and specialist vehicle traders.
• Road Risk Insurance Motor trade insurance covering three levels: third party only, third party fire and theft, and comprehensive cover for driving vehicles on roads. Required by law for all motor traders.
• Combined Motor Trade Insurance Comprehensive policy for traders with business premises, including road risk plus protection for premises, staff coverage, public liability, employers liability, cash on premises, and tools in transit.
• Commercial Fleet Insurance Insurance for businesses with three or more vehicles, allowing all vehicles under one policy with a single renewal date and easy vehicle management. Includes social, domestic and pleasure use coverage and flexible named/open driver options.
• Employers' Liability Insurance Coverage for employers against claims from employees who may be injured or become ill while working. A legal requirement for businesses with staff.
• Public Liability Insurance Protection against legal claims following injury to members of the public or property damage related to business activities, including coverage for motor trade operations.
• Tools & Goods in Transit Insurance Insurance protecting business goods during transportation to customers, suppliers, or sites, covering vans, heavy goods vehicles, and courier motorcycles from theft or damage.
• Vehicles on Premises Cover Protection for motor traders against theft or damage of vehicles at a business address, covering stock of vehicles kept in locked buildings or compounds.
• Mechanics and Body Shop Insurance Tailored insurance for mechanics and body shops covering work from home or business premises, driving vehicles not owned, vehicle repairs, tools, machinery, and breakdown/recovery services.
• Home Insurance Home insurance coverage arranged for motor traders and related customers.
• Cyber Insurance Insurance coverage for cyber risks and threats to business operations, including data breaches and digital security incidents.
• Tradesure Legal Expenses Legal expenses cover from ALPS helping recover uninsured losses following a road accident which is not the policyholder's fault, providing the other driver is insured and prospect of recovery is greater than 50/50.
• Tradesure Tool Cover Coverage for theft of portable hand tools, portable power-driven tools and trade goods used for business activities, available for commercial vehicle customers with cover up to £3,000, £5,000, or £10,000.
• Tradesure Excess Protect

Quantifiable outcome

• Feefo Platinum Trusted Service Award achieved for 3 consecutive years
• +1 more outcomes

Named customers6 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

AI capability1 record

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• ColprintminorOthersPrinting partner of many years, based in Birmingham. Delivers great service and excellent quality for all printing needs.
• Alt AgencycoreTechnology or IntegrationWeb design and development partner responsible for the Tradesure website and sister brand site. Maintains both sites and provides ongoing development support.
• Panel of InsurerscoreOthersWorks with a panel of multiple insurers to provide road risk cover, fleet insurance, employers liability, and public liability coverage options.
• ALPSminorOthersProvider of Legal Expenses cover that helps recover uninsured losses following road accidents where the other driver is insured and recovery prospects exceed 50/50.
• All Broker ServicesminorOthersProvider of Excess Protect and Key Protect insurance products. Excess Protect allows recovery of excess up to chosen limits following claims. Key Protect covers locksmith charges and replacement keys up to £1,500.
• iRevolution ClaimsminorOthersClaims management partner assisting with handling insurance claims for customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hughes Parry Insurance Brokers: UK independent broker specializing in motor trade and commercial vehicle cover, including road risk, fleet, and combined policies. Direct product overlap and same vertical specialization as Tradesure.
• Chris Knott Insurance: UK specialist motor trade insurance broker offering road risk, combined motor trade, and fleet policies via a panel of insurers to the same motor trade, garage, and dealer customer base as Tradesure. Operates a near-identical product matrix and sales-led model.
• Bennett Christmas Brokers: Long-established UK motor trade insurance broker arranging road risk, fleet, and combined cover for dealers, garages, and traders. Closely comparable specialist niche player with similar family/independent heritage.
• Marsdens Insurance Brokers: UK specialist motor trade and motor fleet insurance broker providing combined policies, road risk, and fleet cover to motor traders and dealers. Direct competitor with comparable product suite and customer profile.

Broad incumbents

• Lockton (UK): Independent global insurance broker with UK commercial and automotive practices. Competes in adjacent commercial fleet and dealer programmes but at larger enterprise scale than Tradesure's SMB focus.
• Arthur J. Gallagher (UK): Global insurance brokerage with UK commercial and motor trade capabilities. Overlaps with Tradesure on commercial fleet and combined motor trade placements, but typically serves mid-market and corporate accounts.
• Howden Insurance Brokers (UK): Large UK/global commercial insurance broker with a motor trade and automotive division. Competes for the same fleet and motor trade customers as Tradesure but as part of a much broader commercial portfolio.
• Aon (UK Commercial): Global risk and insurance brokerage with UK commercial motor and fleet capabilities. Serves larger enterprise fleet clients but competes indirectly for premium placement with specialist brokers like Tradesure.

Emerging players

• Adrian Flux: UK specialist broker focused on non-standard and hobbyist/specialist vehicle insurance, overlapping with Tradesure's specialist-vehicle and part-time trader segments. Smaller niche overlap rather than direct motor trade competition.

Others

• Insurance Factory (Quote panelists): UK motor trade insurance scheme provider and capacity panel operator. Acts on the insurer side of the relationship rather than as a competing broker, but its panel products directly compete with the policies Tradesure places.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/TradesureQuote?s=17
• Facebookfacebook.com/Tradesure
• LinkedInlinkedin.com/company/tradesureinsuranceservicesuk

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 Tradesure Insurance Brokers