Girls Drive Better was launched back in late 2012. As was the case with similar firms, the decision to form here was based on the ECJ ruling that inspired them to find new ways to reward women drivers who saw big policy increases after the ruling. The owner is Policywise Ltd who are based in Oakham that sits between Leicester and Peterborough. They trade through this brand and Policywise that are similarly matched on popularity, whilst Get Points isn’t well known. There isn’t much information to digest from GDBetter’s site. Product info is lacking and there are no external reviews. Their terms page also heads to an empty page.
They offer both standard and telematics options. The latter is supplied by Octo Telematics. There is no such login in place, with your driving performance measured through their app. A range of undisclosed insurers are used by the owner. With the policy, free legal expenses is the main promoted benefit (this covers £100k of protection), but there are many add-ons that cost extra. This ranges from key, misfuelling, personal accident, windscreen etc. With so many add-ons their more stropped down policy quotes would likely perform well on price comparison searches. They are to our knowledge only listed on Compare the Market although this is the most active portal.
Girl Motor is one of many brands arising from Key Topco Ltd. This is the main holding company that has 2 retail divisions of Complete Cover Group Ltd (was A&A) and Hyperformance Ltd. The first is the core operation and then Hyperformance includes several trading names (including their own). Outside of those divisions they also have Mulsanne that deals with internal Group underwriting. For most of their history they have operated as a broker for such brands as AXA, Aviva and Zurich. This history is a rich one dating back to 1968. The featured project was formed in 2000 and it is assigned to the Hyperformance division.
The owner has always targeted high risk drivers and so that’s why you’ll see such frequent targeting for convicted and young drivers, those with modifications etc. This is not a Defaqto rated policy and there is no accessible data on what features are fitted to the policy. There would surely be some specialised add-ons that women would find appealing. The Group’s Mulsanne Insurance Company will come in for underwriting, although they as noted may often look to other insurers. The GM site is now Alexa unranked that wasn’t always the case. Not being fetched on comparison searches won’t be helping. The flagship Complete Car Cover benefits greatly from such portals.
Drive Like a Girl was launched back in 2013 in response to the ECJ gender ruling of late 2012. This ruling forced all insurers to not discriminate on pricing even though women are statistically safer drivers. This firm wanted to address this difference in rewarding safer driving through their black box product. This is a supporting brand to InsureTheBox that was founded by Mike Brockman. Both projects are today owned by Japan’s MS&AD who generate close to $50 billion in revenue each year. They underwrite these policies under the Aioi Nissay Down Insurance Company of Europe subsidiary. They impressively do the same for the Tesco Bank Box product.
This 3 star Defaqto rated telematics policy is targeted at young women aged between 17 to 25, although age and gender rules aren’t fixed. Mileage based cover is available up to 7000 miles with no curfews or fines. £250 handbag and misfuelling cover is included as well as other perks. Driving safely will earn up to 100 Reward Points each month that can be exchanged for retail vouchers or top-up miles. The pocket-sized black box is notably built in-house. Instalments are available via Premium Credit Ltd. For comparison searches, we are aware that they are listed on Confused. It isn’t clear with the others. InsureTheBox is listed on all 4.
More Than was launched by RSA (Royal & Sun Alliance) in June 2001. The owner otherwise trades as RSA for commercial products and they operate as 123 in Ireland. You may recall RSA’s Echoice brand. They stopped policies on that side back in 2016. This insurer was formed through a merge in 1996, but you can trace their roots to 1710. Today they employ 13,500 staff across 100 countries. They serve 9 million customers, but a 20 million tally is also quoted that likely includes partnership tallies as they underwrite for many brokers. Locally, this is through their “Drive” program. This is a key player in general insurance.
For motoring they rank just within the top 10 for GWP with similar figures to AXA. There are 2 direct products pitched. The main one is 5* rated and the other (Smart Wheels) has 3 stars. The latter is a young driver telematics product that was designed with the assistance of Trak Global. Competitive cover from £179 is promoted in the motoring section. They reference a 15% saving for existing customers (you also receive 15% in multi-car savings). The overall quality for comprehensive cover is of a notable standard. The only such add-ons are legal assistance and RAC breakdown cover. You’ll find this insurer’s quotes on all major comparison websites.
The Esure Group usually floats between 6th and 7th place for gross written premiums (Ageas is similarly matched). Esure’s name is used for the central brand that was formed in 2000 with the first policy being sold in 2001. The founder (Peter Wood) was a co-founder of Direct Line and this time around he joined forces with Halifax who were involved in the business until their owner (Lloyds) sold their stake in 2010. Esure’s expansion on their own terms has had its problems over time. They went on to acquire and later sell GoCompare. They also launched Broker versions of their Esure/Sheilas products that are now closed.
This central operation has certainly proved popular with 2 million customers on-board. Car, home and travel cover is pitched. Electric and multi-car pages are also compiled. Esure’s 5* rated policy is designed in a way to attract buyers who are seeking affordable cover. This is evident from them promoting that 10% of new customers paid £201 and they follow that 50% paid £332 or less. The main policy is also stripped down with there being many add-ons such as breakdown, hire benefit, legal protection, personal injury etc. Multi-car discounts are available for those over 25. Comparison sites have been key for this insurer that they have used since 2006.
LV (Liverpool Victoria) is one of the UK’s leading insurers with more than 5.5 million customers. They are also one of the world’s biggest mutual insurers under the control of 1.3 million members. What has benefited them greatly has been their vast market experience heading back to 1843. A significant recent development saw LV’s general division (LV= General Insurance Group) be snapped up by Allianz. This covers car, home, pet, travel etc and with Legal & General’s division also passing over this placed the German firm as the UK’s 2nd largest behind Aviva. LV’s other department was maintained that is made up of life cover, investments and pensions.
For motoring this is the UK’s 4th largest by gross written premiums. They hold 5* Defaqto ratings for their main policies. Some of their broker partnerships are 3* rated. Brokering is big business split across ABC, Broker Clear and Highway. LV’s central policy includes the usual perks, but breakdown cover, guaranteed hire car and legal expenses are optional extras (there are Extra and Plus options). It is stated that an online discount is available to new customers, yet no figure is disclosed. They also don’t note a starting price for cover as other major insurers often do. You can compare their quotes on all of the leading comparison sites.
Privilege has provided insurance since 1994. This division of the Direct Line Group has been less popular than Churchill over the years, but they are still an important part of DLG having been used by 600,000 customers across the last year. Price comparison is their key route to business. They haven’t been pushed much on the advertising front in the modern day as other Group brands have. This is also a more streamlined business that is split between just car and home cover. Their motor policies that are directly underwritten hold 5 star ratings. This includes their DriveXpert black box policy for under 26 year olds.
For main cover they now split as Comprehensive and Comprehensive Plus. The latter has higher limits and various extras such as Guaranteed Hire Car Plus. It makes sense that the more stripped down option is built in order to maximise visibility on comparison searches (higher ranks). It is important for them to attract business here and this is why you’ll find them on all of the top 4 sites. Privilege’s customer reviews are supportive, but there are much less reviews left in contrast to DLG’s 2 central brands. This insurer just hits the top 10 for web popularity. They were just edged out by 1st Central and More Than.
Churchill was established in 1989 by Martin Long who was well positioned in the industry having already co-founded Direct Line. This business was acquired by the RBS Group in 2003. It was attached here to RBS’ insurance division that later became the Direct Line Group. DLG would eventually separate from the bank. Churchill’s initial focus was home cover, but they later expanded and grew quickly through their advertising campaigns featuring their famous nodding bulldog mascot (now CGI Churchie). Churchill’s motor policies are 5 star rated that also includes their DriveSure telematics product that is offered to young drivers. All products are underwritten by U K Insurance Ltd.
Guaranteed Hire Car Plus and the Uninsured Drivers Promise are each pitched. There aren’t any notable differences with Direct Line on the policy side. Direct’s prices aren’t however fetched by comparison sites whilst they are listed on them all for this featured brand. This should help to give you an idea of the value you can expect from DLG when also comparing Darwin and Privilege. One thing that did stand out was Churchill’s reviews that were the most positive of the bunch. There is clear brand loyalty with Churchie. Factoring web popularity, they have floated outside the top 5 on a similar popularity footing to Esure and More Than.
There have been many complex merges over Aviva’s history. The latest was in 2000 through CGU and Norwich Union that formed CGNU (renamed in 2002). Their roots however stretch back to 1696 through the Hand in Hand Fire & Life Insurance Society that highlights the heritage behind this brand. Today they are one of Europe’s leading providers of general and life insurance serving 33 million customers worldwide (15 million in the UK). They extend across the 4 broad sectors of health, investments, insurance and retirement. It is their motor cover in focus here where their main rival has always been Direct Line. Both of course aren’t fetched by comparison sites.
Other Group brands are however listed that includes both General Accident and Quote Me Happy and they of course underwrite for many fetched brokers. All of Aviva’s policies are Defaqto 5 star rated and there are several of these. AvivaPlus has proved very popular recently that is monthly paid cover with no interest. Aviva’s listed starting price is £210 (what 10% paid). They make a point that 95% of customers online would recommend them to a friend. This seems odd as they don’t cover their tracks on review portals well as shown by the low ratings below. There is a Feefo listing, but this is for their Irish division.
1st Central has been one of the UK’s fastest growing insurers in recent years. Latest web traffic data shows that they are impressively now a top 10 insurer (with 5* ratings), sitting in between More Than and Privilege. They’ve only been operating since 2008 and have yet managed to attract 500,000+ customers. They aren’t the biggest as well, employing around 600 staff. Skyfire Insurance is a part of the larger Group. They are the designated team for underwriting and they’ve done this for 4 million policies to date. Motor cover is the sole focus of this firm. Their competing policies are packaged well and have earned 5 star ratings.
Price comparison sites have played a key role in the growth of this company. Their quotes are fetched across the 4 main comparison sites. When searching you’ll be welcomed with the choice of Plus and Premier options. As we’re aware, with Premier you’ll receive breakdown cover and legal expenses on top. The standard option itself comes with all of the essentials. In order to boost visibility and perform well on such searches it’s critical to offer competitive quotes and this has been a clear focus here with cover starting from just £230. Overall customer satisfaction looks positive based on their feedback tracked on Feefo, Reviews IO and Trustpilot.