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Who Are Liverpool’s Most Influential Insurance Startups Shaping 2023?

Home to a rapidly evolving insurance industry, Liverpool offers a vibrant landscape for both insurance businesses and their customers. The city’s ecosystem of key players showcases a fascinating mix of well-established market leaders as well as innovative startups. The pioneering use of technology and flexible solutions have enabled them to disrupt the traditional insurance models and deliver more tailored financial services. Let’s take a closer look at some of the industry’s front-runners.

Please note that we’ve selected 15 companies representing a wide spectrum of risk coverage and market niches. Each of these companies excels in its niche, be it auto insurance, cloud-based services for multinational insurance businesses, or personalized wealth management solutions.

Although the companies listed here have unique attributes, they all share commonalities that set them apart from their counterparts in other regions. These include a commitment to customer service, innovative product offerings, and a culture that embraces technology as a means of improving the insurance buying and claims processes.

Acorn Insurance

Acorn Insurance is a cherished insurance company in Liverpool’s market, renowned for its affordable rates for cars, taxis, motor trade, and commercial vehicles. Acorn was founded by Alan Keating and Martin Gowing and operates in the Auto Insurance, Commercial Insurance, and Financial Services industries.

Vast Visibility

Focused on the insurance industry, Vast Visibility is a technology and online marketing company. They offer data mining, IT, insurance, and marketing solutions to various companies.

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Griffiths & Armour

Griffiths & Armour is an insurance brokerage specializing in risk management services. They provide solutions in the Financial Services, Insurance, and Risk Management industries.


An interesting proposition in the auto insurance market, mustard.co.uk is a car insurance comparison website. Customers can compare various providers and choose the one that suits their needs best.


A product of the tech-centric world we live in, iCede is a cloud-based service provider for global insurance companies. Founded by Peter Brennen, iCede focuses on the multinational insurance segment, offering solutions across Big Data, Blockchain, Cloud Computing, Financial Services and more.

Kingsbridge Insurance Brokers

Kingsbridge Insurance Brokers provides commercial insurance services and risk management solutions to businesses.

Astute Private Wealth

Specializing in financial planning, mortgages, investment, and protection services, Astute Private Wealth offers personalized wealth management solutions.

Granite Underwriting

Granite Underwriting specifically caters to drivers of private hire taxis, distributing tailor-made specialist motor insurance under various brands.

Firco Group

Firco Group provides wealth management, mortgage, and insurance services to its clients. It particularly specializes in offering bespoke retirement planning solutions.

Mason Owen Financial Services

An insurance brokerage firm, Mason Owen Financial Services operates in the Commercial Insurance, Property Insurance, and Insurance industries.

Torafugu Tech

A trailblazer in the insurance sector, Torafugu Tech is a unique life cover provider that offers flexible and dynamically priced policies. The company was founded by Ioannis Ioannou, Manisha Bhatnagar, and Savvas Neophytou.

Incendia Payment Solutions

Incendia payment solutions is an insurance company offering a comprehensive range of benefits and cost-saving solutions to a variety of businesses across the UK and Europe.

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Providing a broad range of insurance services including trade, courier, taxi, and commercial insurance, ChoiceQuote targets a diverse customer base.

Markland Hill Wealth

Markland Hill Wealth is a financial advisory firm known for its comprehensive services including investments, mortgages, insurance, and pension services.

Merseyside Pension Fund

Merseyside Pension Fund is a financial firm that specializes in providing insurance, retirement, funding, and pension scheme services. It exemplifies the pragmatic approach of insurance companies when it comes to long-term financial planning.

Each company’s founding ethos, vision, and the ability to turn market challenges into opportunities make Liverpool the insurance hub it is today. As these companies continue to grow and innovate, the industry’s future looks bright with possibilities.

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