freedom brokers ltd (stella car insurance)

Name

freedom brokers ltd (stella car insurance)

Legal name

Stella Woman Limited

Website

https://withstella.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Ownership category

akta.pro rank

Product category

Auto Insurance

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

Keywords

• Car insurance
• Women-focused insurance
• Telematics car insurance
• GAP insurance
• Vehicle breakdown cover

Headquarters

HQ city

Cheadle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Car Insurance Premiums: Annual or monthly recurring premiums for comprehensive car insurance policies, including standard cover and optional extras such as UK breakdown cover, guaranteed replacement vehicle, key protect, motor legal protection, motor excess protection, scratch/dent/alloy protection, GAP insurance, and pram/pushchair insurance.
2. Optional Add-On Coverages: Additional premium revenue from optional extras purchased on top of base comprehensive policy, including breakdown cover (£49.95-£74.95), key protect, motor legal protection (£100,000 coverage), excess protection, scratch/dent/alloy protection, and GAP insurance.
3. Telematics Insurance: Recurring premiums for telematics-based car insurance underwritten by Zurich Insurance Company Ltd, using driving behaviour data to assess risk.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Stella, operated by Freedom Brokers Ltd, arranges and provides UK car insurance policies primarily targeted at women drivers but available to male and non-binary drivers as well. Policies can be enhanced with add-ons such as GAP insurance, key cover, handbag cover, personal injury cover, motor legal protection, and tiered UK breakdown cover. Customers can opt into a telematics black box and the SODA app to receive a discount for safer driving.

Product overview

Stella is a UK-based car insurance brand targeting women, offering two core products: Comprehensive Car Insurance and Telematics Car Insurance. The comprehensive product provides standard car insurance coverage with features tailored for women including child car seat replacement and personal belongings cover. The telematics product uses black box technology (12V or OBD-II devices) with a smartphone app to monitor driving behavior. Both products can be customized with optional extras including UK Breakdown Cover (three tiers from £49.95-£74.95), Guaranteed Replacement Hire Vehicle, Key Protect, Motor Legal Protection (£100,000 limit), Motor Excess Protection, Scratch/Dent/Alloy Protection, GAP Insurance (three variants), and Pram/Pushchair Insurance. The brand is FCA-authorized, female-founded, and part of a purpose-driven group focused on gender equality.

Differentiator

Problem solved

Functional benefit

Products and services

• Stella Car Insurance UK car insurance policy arranged for individual drivers, with the brand positioned around women drivers while available to male and non-binary drivers as well. Customers can obtain a quote online or by phone and manage their policy through the customer portal.
• GAP Insurance Optional add-on covering the difference between a car's market value at total loss and the original purchase price or outstanding finance. Sold alongside a Stella car insurance policy.
• Key Cover Optional add-on that covers the cost of replacing lost, stolen, or damaged car keys. Sold alongside a Stella car insurance policy.
• Handbag Cover Optional add-on that covers personal belongings in the car, including items in a handbag, in the event of an insured loss. Sold alongside a Stella car insurance policy.
• Personal Injury Cover Optional add-on that pays out for injuries sustained by the policyholder or named driver in a car accident. Sold alongside a Stella car insurance policy.
• Motor Legal Protection Optional add-on providing legal expenses cover to pursue uninsured losses or defend motoring-related legal cases. Sold alongside a Stella car insurance policy.
• UK Breakdown Cover Breakdown assistance for UK drivers that can be added to a Stella car insurance policy, offered in three tiers (Essential, Plus, and Premier) with increasing levels of cover and assistance.

Quantifiable outcome

• £5 donated to #FlyAnyway Foundation from every new policy
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• The #FlyAnyway FoundationcoreStrategic or Co-development PartnerLong-term partnership with The #FlyAnyway Foundation to empower women and families who experience domestic abuse. Stella commits £5 from every new policy to help build financial stability and break the cycle of domestic abuse. Working together through 5 stages: Business Building, Removing Barriers to Employment, Crisis Support, Post Crisis Support, and building a national network of refuges and safe relocation services.
• GenM (Menopause)coreStrategic or Co-development PartnerPartnership with GenM, co-founded by Heather Jackson and Sam Simister, to empower brands to understand and address the needs of perimenopausal and menopausal women. GenM has partnered with 80+ UK brands including Co-op and M&S to normalise menopause conversations and create the world's first menopause-friendly symbol (M-tick).
• Northern Power Women AwardsflagshipGTM or Marketing PartnerStella sponsors the 'Person with Purpose' award at the Northern Power Women Awards, honouring remarkable women in the North driving gender equality. The platform has been championing gender equality for 7 years and includes audio nominations for accessibility.
• Enterprise Vision Awards (EVAS)flagshipGTM or Marketing PartnerPartnership with the Enterprise Vision Awards, celebrating women in business for over a decade. The annual awards ceremony at the Empress Ballroom in Winter Gardens, Blackpool provides a platform for female entrepreneurs to showcase talents and stories.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sheilas' Wheels: UK car insurance brand owned by esure Group, targeted specifically at women drivers with comparable product positioning (specialist cover, female-focused messaging). It is the closest direct competitor to Stella in the female-focused UK personal auto niche.
• Diamond Insurance: UK motor insurance brand owned by Admiral Group, originally launched targeting female drivers. Operates in the same women-focused personal auto segment as Stella and shares the niche targeting and aggregator-friendly distribution model.

Emerging players

• By Miles: UK pay-by-mile car insurance start-up using telematics-based pricing for low-mileage drivers. Comparable to Stella's telematics product offering and similar challenger positioning in the UK personal auto market.
• Marmalade: UK telematics-based car insurance brand focused on young and learner drivers using black-box technology. Comparable in its use of telematics hardware and app-based driver scoring, though targeting a different demographic.

Broad incumbents

• esure: UK general insurer that owns Sheilas' Wheels, offering car, home, and travel insurance directly to consumers. Comparable as a broader UK personal lines insurance operator that competes through niche sub-brands and direct distribution.
• Admiral Group: Largest UK personal lines insurer by customer volume, operating multi-brand strategy (Admiral, Diamond, elephant.co.uk, Gladiator). Comparable as the dominant multi-carrier, multi-brand UK car insurance operator with comparable price-comparison-led distribution.
• Direct Line Group: Major UK personal lines insurer operating Direct Line, Churchill, Privilege, and Darwin brands with direct-to-consumer and aggregator distribution. Comparable as a multi-brand, multi-carrier UK car insurance competitor with significantly greater scale.
• Aviva: One of the UK's largest general insurers offering car, home, and life insurance through direct and broker channels. Comparable as a broad incumbent UK car insurance underwriter and brand, and a likely competitor on aggregator panels.
• Ageas: Major UK car and home insurance provider that underwrites policies for multiple broker and brand partners. Comparable both as a competing UK car insurance brand and as one of Stella's panel underwriters (Ageas Insurance Limited).
• Hastings Group: UK-based personal lines insurer operating primarily through price comparison websites with a digital-first, low-cost positioning. Comparable as a digitally-led UK personal auto insurer competing for the same price-sensitive switcher segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WithStellaUK
• LinkedInlinkedin.com/company/stellainsurance
• Instagraminstagram.com/WithStellaUK

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 freedom brokers ltd (stella car insurance)