PROPERLY PROTECTED LTD

What PROPERLY PROTECTED LTD does

Properly Protected Ltd is a privately held, UK-based independent protection insurance intermediary (FRN: 948509) headquartered in Attleborough, Norfolk, advising on and arranging personal, business, and sports protection cover from the whole of the UK market. The firm serves individuals and families, business owners and shareholders, sports and motorsport participants, and people in high-risk occupations or with non-standard medical conditions (including diabetes, cancer, and hereditary conditions) — segments that standard insurers frequently decline or price punitively. Its core product set spans Income Protection (up to 65% of income, short-term and long-term to retirement), Life and Critical Illness cover including Family Income Benefit, Business Protection (key person, shareholder, key person income protection), Sports and Motorsport protection with 24/7 worldwide cover, Private Medical Insurance through a select panel (Aviva, Exeter Friendly Society), Group Income Protection for employers, and specialist Combative Sports and High Risk Employment accident and sickness cover. Adjacent needs (repatriation, motorsport vehicle insurance, mortgages, pensions, investments, wills) are delivered via referral partners including TDA Services, Bemoto, and a third-party introducer panel rather than in-house capability.

The technology footprint is conventional and non-differentiating: the company is explicitly a non-technology advisory firm with no proprietary platform, supplemented by a Cyber Essentials certification and a content-led website. Distribution is delivered through phone, remote video, and in-person appointments, online booking, and organic social channels (Facebook, Instagram, TikTok), with customer reviews surfaced via Google and Trustpilot and a Refer-a-Friend incentive scheme. The business model is commission-only on In-Force protection policies with no client fees, supplemented by introducer fees when clients take up panel-referred mortgage, pension, investment, or will advice, and selective business protection fees where agreed. Revenue mechanics therefore depend on policy placement volume and persistency rather than per-transaction pricing to the end client.

Properly Protected is founder-owned and operated, led by Director & Senior Advisor Simon Farquhar (30+ years protection insurance experience, ex-RAF, ex-motorcycle racer), Annika Farquhar (Compliance & HR Director), and Finance Manager Martin Massingham (30+ years in finance, prior Barclays and Hoyl Independent Advisers). No external institutional investment, private equity involvement, funding rounds, acquisitions, or parent company relationships are disclosed. The firm maintains an external independent compliance reviewer to undertake random file audits, and is registered in England & Wales (company number 10825723). Operating geographies are UK-only with no global footprint claim.

Name

PROPERLY PROTECTED LTD

Legal name

Properly Protected Ltd

Website

https://properlyprotected.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Properly Protected Ltd is a UK-based independent protection insurance intermediary (FCA FRN: 948509) advising individuals, families, business owners, and sports and high-risk occupation clients on whole-of-market personal, business, and specialist protection cover.

Ownership category

akta.pro rank

Headquarters

HQ city

Attleborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Provider Commission: Receives commission from insurance providers for all protection insurance plans arranged that go 'In-Force'. No fees charged to clients for advice or arrangement of protection insurance products.
2. Introducer Fees: When referring clients to 3rd Party Introducer panel for mortgage, pension, investment, and will advice services that clients subsequently take up, Properly Protected receives an Introducers Fee from the advising company.
3. Business Protection Fees (selective): For business clients, where deemed appropriate and agreeable, an agreed fee may be charged in relation to arranging business protection insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Properly Protected Ltd is an FCA-authorised independent protection insurance intermediary that advises on and arranges personal, business, and sports protection insurance products from the whole of the UK market. The firm operates a fee-free advisory model, earning commission from insurance providers, with particular specialisation in high-risk occupations, hazardous sports (especially motorsport), and non-standard medical cases that mainstream providers often decline or price punitively.

Product overview

PROPERLY PROTECTED LTD is a protection insurance intermediary (not an insurance provider) that advises on and arranges personal, business, and sports protection insurance from the whole of the UK market. The core product portfolio centers on Income Protection insurance (short-term and long-term), Life and Critical Illness Insurance (including Family Income Benefit), Business Insurance (key person and shareholder protection), Sports Insurance, Motorsport Insurance, Private Medical Insurance, Group Income Protection, Combative Sports Protection, and High Risk Employment insurance. The company also offers third-party referral services for Repatriation Insurance (via Trackday Addicts), Mortgage Advice, Pension/Investment/Will Advice, and Motorsports Vehicle Insurance (via Bemoto). The firm specializes in high-risk and non-standard cases, covering hazardous occupations, sports, and hobbies.

Differentiator

Problem solved

Functional benefit

Products and services

• Income Protection Income protection insurance covering up to 65% of income with tax-free monthly payments when unable to work due to illness or accidental injury. Offered as short-term (1-2 year claims) or long-term plans paying up to retirement. Available to individuals, self-employed, high-risk occupations, and sports participants.
• Life and Critical Illness Insurance Life insurance and critical illness cover providing lump sum or monthly Family Income Benefit payments to financially support family in event of death, critical illness, or serious injury. Targeted at individuals and families in the UK.
• Business Protection Insurance Business protection insurance covering key person protection, shareholder protection, and key person income protection to safeguard businesses against the financial impact of death or illness of key employees or shareholders. Targeted at business owners, directors, and shareholders.
• Sports Protection Insurance Protection insurance for amateur and professional sports participants providing 24/7 worldwide cover including winter sports, with fracture benefits, hospitalisation payments, and family cover options for children.
• Motorsport Insurance Personal protection insurance for motorsport participants including track day riders, drivers, and racers. Covers amateurs, professionals, and occasional participants across off-road, enduro, track day, club, road, and BSB racing.
• Private Medical Insurance Private medical insurance assisting with private healthcare diagnosis and treatment costs. Offered through a select panel of insurers including Aviva (Speedier Diagnostics, Healthier Solutions) and Exeter Friendly Society.
• Group Income Protection Group income protection policies for employers providing financial safety net and rehabilitation support for employees unable to work due to long-term illness or injury. Includes absence management processes and employee benefit enhancement. Targeted at UK businesses of all sizes.
• Combative Sports Protection Income protection insurance for martial arts and combative sports participants covering Boxing, MMA, BJJ, Muay Thai, Kick Boxing, Sambo, Karate, Kung Fu, Krav Maga, and other combat sports. Protects against injuries sustained during training or competition.
• High Risk Employment Insurance Accident and sickness income protection insurance for high-risk occupations including door supervisors, close protection officers, security personnel, and those working in secure environments or community visiting roles.
• Repatriation Insurance (3rd Party Referral) Holiday and track day insurance for dangerous sports covering emergency medical and repatriation costs abroad. Offered through partnership with Trackday Addicts (TDA Services) for track days, motocross, enduro events, and amateur competitions.
• Mortgage Advice (3rd Party Referral) Mortgage advice services available through third-party introducer panel, covering first-time buyers, moving home, remortgaging, and buy-to-let or commercial properties.
• Pension, Investment & Will Advice (3rd Party Referral) Financial planning services for pensions, investments, and wills available through third-party introducer panel to complement protection insurance advice.
• Motorsports Vehicle Insurance (3rd Party Referral) Vehicle insurance for motorsport including track bike insurance, race bike theft insurance, and race van insurance. Offered through referral to Bemoto as it falls outside their specialist protection insurance advice area.

Quantifiable outcome

• 52% of businesses would cease trading in under a year if a key person died or became critically ill
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• TDA Services (Track Day Addicts)minorGTM or Marketing PartnerTDA Services (Track Day Addicts) is a UK-based company offering repatriation and medical insurance specifically designed for amateur motorsports events abroad. Properly Protected collaborates with TDA to provide track day repatriation insurance for clients participating in motorsport activities overseas. Properly Protected directs clients to TDA for specialised repatriation cover.
• Pension, Investment and Will Advice Introducer PanelcoreChannel Partner/ Reseller/ DistributorPanel of 3rd Party Introducer firms that advise on pension, investment, and will services. With client consent, Properly Protected passes client details to the appropriate introducer firm. Introducer fees may be received when clients subsequently take up services.
• Mortgage Advice Introducer PanelcoreChannel Partner/ Reseller/ DistributorPanel of 3rd Party Mortgage Adviser firms. With client consent, Properly Protected passes client details to the relevant mortgage adviser for direct contact. Introducer fees may be received when clients subsequently take up mortgage services.
• BemotominorGTM or Marketing PartnerBemoto is recommended as a provider for motorsports vehicle insurance (track bikes, race vans, dirt bikes). Properly Protected directs clients to Bemoto for vehicle insurance as it falls outside their specialist protection insurance advice area.
• External Independent Compliance CompanycoreStrategic or Co-development PartnerProperly Protected retains the services of an external and independent compliance body to undertake random reviews of advice and recommendations given. This supports the firm's commitment to acting in clients' best interests and demonstrating transparency and accountability.
• AvivacoreChannel Partner/ Reseller/ DistributorFor Private Medical Insurance, Properly Protected uses a select panel of insurers including Aviva. Aviva's 'Speedier Diagnostics' and 'Healthier Solutions' policies are offered as part of PMI recommendations.
• Exeter Friendly SocietycoreChannel Partner/ Reseller/ DistributorFor Private Medical Insurance, Properly Protected uses a select panel of insurers including Exeter Friendly Society (alongside Aviva). This panel approach means recommendations do not represent a fair analysis of the whole market for PMI.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cavendish Online: UK online protection insurance broker offering life insurance, critical illness, and income protection with a whole-of-market research approach. Direct competitor to Properly Protected with a similar fee-free, multi-product protection advisory model.
• Reassured: Large UK life insurance and protection broker serving consumers seeking life cover, critical illness, and income protection. Direct competitor in the same protection intermediary space, with substantially larger scale and marketing investment than Properly Protected.
• LifeSearch: One of the UK's largest specialist protection insurance brokers, advising on life insurance, critical illness, income protection, and business protection across the whole of market. Direct competitor to Properly Protected in the same specialist protection intermediary category with a similar fee-free, whole-of-market positioning.
• Drewberry Insurance: UK independent insurance broker specialising in personal and business protection, including income protection, life cover, critical illness, and group schemes. Comparable to Properly Protected as a fee-free specialist adviser serving individuals, families, and businesses with a whole-of-market approach.
• Protect Line: UK life insurance and protection specialist broker offering life cover, critical illness, income protection, and family income benefit. Direct peer to Properly Protected in the specialist protection intermediary niche with similar product breadth and target segments.
• Yellowtail Life: UK life insurance and protection specialist broker focused on personal protection with a fee-free, whole-of-market advisory approach. Comparable to Properly Protected as a niche protection intermediary targeting individuals and families.

Emerging players

• The Exeter: UK-friendly society specialising in income protection and health insurance products, and a supplier on Properly Protected's PMI panel. Comparable because it competes in the same income protection niche while also serving as an upstream product partner to Properly Protected.

Broad incumbents

• MoneySupermarket Group: UK price comparison platform across insurance and financial services, including life and protection insurance. Broad incumbent offering a different distribution model (comparison vs. advice) but competing for the same end consumer protection insurance demand.
• BGL Group (Compare the Market): UK insurance distribution group behind Compare the Market, with significant life and protection broker operations alongside general insurance. Broad incumbent whose protection offering competes indirectly with Properly Protected's whole-of-market positioning.
• A-Plan Insurance (Howden): Large UK high-street insurance broker (now part of Howden) offering personal and commercial lines including life and income protection as part of a broader portfolio. Broader incumbent competing partly in protection insurance with materially greater scale than Properly Protected.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ProperlyProtectedLtd
• Instagraminstagram.com/properlyprotecteduk
• TikToktiktok.com/@properlyprotectedltd
• LinkedInlinkedin.com/company/properly-protected-ltd

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 PROPERLY PROTECTED LTD