Many insurers and MGAs are only set up to insure standard risks – meaning they’re missing out on a massive and growing part of the market.   

Not us.   

We’re experts in ‘non-standard’ insurance – an underserved and rapidly expanding part of the market (growing from 43% in 2021 to 59% today). We’ve driven the digitalisation of the non-standard market by segmenting our customers at the most granular level. Paired with the deep adoption of machine learning across both risk and retail pricing, we have unmatched market reach with the largest quote footprint of any UK home insurer.

This capability means we can serve non-standard customers who would otherwise struggle to find good cover through price comparison services, and grow our overall market share by pricing more effectively than our competitors. 

By personalising cover to fit every customer’s situation, we limit our exposure, while still giving customers affordable protection. It’s fair. It works – and it gives us a significant competitive advantage over most other insurers.    

Managing risk for the most complex customers and situations puts us in the perfect position to insure the rest.   

We believe everyone should have access to fair and affordable home insurance, regardless of their circumstances. Today, we can insure more than 95% of UK homes, making us the high-growth market leader in non-standard home insurance. 

We work with the agility of a scale-up and the rigour of a regulated business with A-rated capacity.   

As a top 10 UK home insurance business by new sales volume, and with the ambition to get to number one, we’re always asking, ‘what’s next?’.