What Intelligent Motoring Ltd does

Intelligent Motoring Ltd is a privately held UK automotive aftersales platform company headquartered in Reading, England, operating four wholly-owned brands (MotorEasy, Warranty Assist, MotorAngel, MinsterSoft) under a unified IM Connect technology stack. The company's core product is a data-driven platform that combines a customer-facing Digital Garage account area with a Workshop Trading Platform managing 10,000+ UK garages, enabling the sale of 11 proprietary consumer products spanning extended warranties, GAP insurance (Return to Invoice and Return to Value), alloy wheel, cosmetic, tyre, battery, breakdown recovery and temporary insurance, plus servicing, MOTs, multi-year service plans, repairs and tyre fitting.

The business operates three distinct go-to-market motions: direct-to-consumer sales through the MotorEasy brand with sustained television advertising and a Digital Garage marketplace; a B2B warranty re-sale portal (Warranty Assist) serving 2,000+ car retailers; and an API-first white-label and co-brand channel (MinsterSoft) embedding IM products into partner platforms for clients including Halfords, Close Brothers, AA Ireland, What Car?, Select Car Leasing, Innovation Automotive and a 600-broker network via All Broker Services. Revenue is generated through recurring subscription/insurance premiums across the warranty and insurance book, transactional fees on SMR workshop bookings routed through the 10,000-garage network, licensing/royalty income from API and white-label integrations, and affiliate/commission revenue from partner marketplace referrals.

The company was formed in April 2022 as an umbrella consolidating brands whose origins extend to the late 1990s, and is led by founder/CEO Duncan McClure Fisher (previously sold Warranty Direct to BNP Paribas and Auto Trust to Bovag/Bovemij). It claims 1.4 million Digital Garage customer accounts, an 850,000-strong motorist base that have added cars to the platform since 2016, and 200,000+ years of warranty and repair records feeding its MotorEasy Reliability Index across 366 vehicle models. The business is UK-only, has no disclosed external funding, and is positioned as a platform-plus-modules architecture targeting the full vehicle ownership lifecycle from purchase through disposal.

Name

Intelligent Motoring Ltd

Legal name

Intelligent Motoring Ltd

Website

https://intelligentmotoring.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Intelligent Motoring Ltd is a UK automotive aftersales platform operating the MotorEasy consumer brand, Warranty Assist B2B portal and MinsterSoft API, selling extended warranties, GAP insurance and SMR services via a Digital Garage platform serving 1.4 million customers and a 10,000-garage network.

Ownership category

akta.pro rank

Headquarters

HQ city

Reading

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, Supply Chain

Revenue model

1. Extended Warranty Products: Sale of extended warranty plans for vehicles, sold direct to consumers via MotorEasy and through Warranty Assist B2B portal. Includes insured and uninsured (captive fund) warranty options with six plan tiers.
2. GAP Insurance: Guaranteed Asset Protection insurance covering vehicle depreciation shortfalls. Sold as Return to Invoice (RTI) and Return to Value (RTV) options. Powers Select Car Leasing partnerships and broker networks.
3. Insured Services: Portfolio of insurance products including Alloy Wheel Insurance, Cosmetic Insurance, Tyre Insurance, Battery Insurance, Insured Breakdown Recovery. Sold branded or white-label.
4. Servicing, Maintenance & Repair: SMR services through network of 10,000 nationwide garages. Includes MOTs, services, repairs, tyre fitting. Revenue from workshop bookings and referral economics.
5. White-Label Software & API Licensing: MinsterSoft provides white-label solutions and API access to partners. Delivered as standalone IM-hosted solutions or integrated into partner platforms.
6. Partner Marketplace & Data Services: Digital Garage marketplace surfaces partner products. Data-led marketing targeting customers with relevant products. Commission from partner product referrals.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Intelligent Motoring provides automotive aftersales solutions spanning vehicle protection products (extended warranties, GAP insurance, alloy wheel, cosmetic, tyre, battery, and breakdown recovery insurance) and servicing/maintenance/repair services delivered through a network of 10,000 garages. The offering is built on the proprietary IM Connect platform and Digital Garage customer account area, sold direct-to-consumer via MotorEasy and to dealers/partners via Warranty Assist, white-label integrations, and API access.

Product overview

Intelligent Motoring Ltd operates as a platform-plus-modules architecture offering automotive aftersales solutions. The core platform is IM Connect, which powers the Digital Garage customer account area and connects to the Workshop Trading Platform managing 10,000+ garage partners. Consumer-facing brand MotorEasy offers 11 proprietary products spanning car protection (warranties, GAP insurance, alloy wheel insurance, cosmetic insurance, tyre insurance, battery insurance, breakdown recovery, temporary insurance) and workshop services (servicing, maintenance, repairs, MOTs). B2B brand Warranty Assist provides dealers with warranty resale portals, while Motor Angel handles SMR/claims management and MinsterSoft delivers white-label API solutions. Products are offered as MotorEasy-branded, white-label partner solutions, or API-integrated options, targeting the full vehicle ownership lifecycle from purchase through disposal.

Differentiator

Problem solved

Functional benefit

Products and services

• Extended Warranty Plans

Quantifiable outcome

• 75% of GAP policies renew within 3-days of end of term
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• All Broker Services (ABS)coreChannel Partner/ Reseller/ Distributor · 22 June 2026MotorEasy partnered with ABS to distribute GAP insurance to ABS's network of 600 insurance brokers. Return to Invoice and Return to Value GAP products offered alongside motor insurance. Powered by MotorEasy API for dynamic pricing.
• What Car?coreStrategic or Co-development Partner · 21 January 2026My What Car? platform powered by IM Connect, combining What Car?'s trusted editorial expertise with MotorEasy's digital tools and services. Launches February 2026. Includes MOT, tax, servicing reminders, recall alerts, ULEZ guidance, and secure digital documentation storage.
• This is MoneyminorGTM or Marketing Partner · 8 April 2025This is Money joined forces with MotorEasy to launch branded Motoring Club to 3.5 million users. Powered by MotorEasy platform with car ownership solutions.
• Select Car LeasingcoreGTM or Marketing Partner · 14 October 2024Select Car Leasing partnered with MotorEasy to provide full suite of protection and maintenance products to new and existing lease customers. Products include Lease GAP, Cosmetic, Alloy, Tyre insurance. Every customer automatically receives 30 days free GAP Insurance. Select and MotorEasy share five-star TrustPilot ratings.
• SYNETIQcoreTechnology or Integration · 14 June 2023SYNETIQ provides green parts (OEM recycled/reconditioned components) to MotorEasy's network of 10,000 garages. Reduces carbon emissions by up to 92% compared to new parts. First UK vehicle salvage company to introduce carbon labelling for green parts.
• Innovation AutomotivecoreStrategic or Co-development Partner · 14 October 2022UK/EU distributor for DFSK and Skywell EVs selected MotorEasy as exclusive warranty and claims management partner. Warranty solutions meet EV demands including battery coverage. Integrated with Halfords Autocentres for SMR nationwide.
• HalfordscoreGTM or Marketing PartnerCobranded Halfords | MotorEasy warranty embedded seamlessly on Halfords.com in white-label journey. Halfords Motoring Club Business Partner of the Year 2024.
• Close BrotherscoreGTM or Marketing PartnerIM delivered white label GAP product upholding highest regulatory and customer service standards for Close Brothers.
• AA IrelandcoreTechnology or IntegrationAA Ireland adopted IM's Workshop Trading Platform for building network of workshops and later integrated IM-backed warranty. White label platform enables AA to self-manage. Platform licensed with framework for enhancements.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Warranty Wise: UK extended warranty provider selling directly to consumers with tiered warranty plans and a digital customer experience. Closely comparable to MotorEasy in D2C extended warranty offerings for UK motorists, competing head-to-head in similar product tiers and pricing.
• ALA Insurance Brokers: UK specialist insurance broker focused on GAP insurance and motor insurance products distributed through broker networks. Direct competitor to MotorEasy in UK GAP insurance, particularly in the broker-channel distribution that IM also targets via All Broker Services.
• Car Care Plan: UK warranty provider offering extended warranties and service plans through dealer networks and direct channels. Direct competitor to Warranty Assist in B2B dealer warranty resale and similar to MotorEasy in D2C extended warranty offerings for UK motorists.
• AutoProtect: UK-based provider of extended warranties, GAP insurance, cosmetic insurance, and tyre/alloy wheel insurance for vehicles. Closely comparable to MotorEasy as a direct competitor in the UK D2C automotive warranty/insurance space with a similar product suite and digital-first positioning.

Broad incumbents

• The AA: Major UK motoring organization offering breakdown, insurance, warranties, and garage services. AA Ireland specifically uses IM's Workshop Trading Platform, demonstrating their broader aftersales ambitions similar to IM's strategy, with a much larger brand and customer base.
• RAC: Major UK motoring services provider offering breakdown cover, insurance, and motoring products. Comparable as a broad UK automotive services incumbent with overlapping product categories to MotorEasy in roadside assistance and motor insurance.
• Direct Line Group: Major UK insurance group selling motor, home, and travel insurance directly to consumers. Comparable to MotorEasy as a major UK insurance provider in motor insurance with overlapping product categories including GAP insurance and broader direct-to-consumer automotive protection products.
• Assurant Solutions: Global provider of extended warranties, protection plans, and connected living products through B2B partnerships with retailers, manufacturers, and financial institutions. Operates at much larger scale than IM in similar warranty and connected services markets with established global distribution.
• MAPFRE Warranty: Global warranty and protection product provider serving automotive retailers and manufacturers across multiple geographies. Comparable to Warranty Assist in B2B warranty distribution to dealers and broader automotive aftersales solutions, with significantly larger international footprint.

Emerging players

• WhoCanFixMyCar: UK-based online marketplace connecting car owners with local garages for servicing, repairs, and MOTs. Comparable to MotorAngel's workshop booking platform and the broader Digital Garage SMR marketplace functionality, focused specifically on the garage-discovery layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/intelligent-motoring

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 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 Intelligent Motoring Ltd