Hello, we are the Acorn Group

We provide non-standard car, van, taxi and household insurance to UK customers. With 1,400 colleagues across the country and an increasing number of specialist insurance brands, we focus on serving those parts of the market underserved by others. Because the world isn’t standard, and neither are its people.

Born in Formby in 1982

Our family business has grown into a thriving family of businesses based in Liverpool and beyond. We are now one of the UK’s leading specialist insurers, with 500,000 live policy holders, a GWP of over £742m and substantial year-on-year growth.

The key to our success is deep operational knowledge of the specialist markets, giving us the ability to evaluate risk accurately and price fairly.

We provide non-standard car, taxi, van and household insurance for UK customers.

We sell insurance direct to customers via a number of Acorn group brands as well as a network of over 200 UK brokers.

The majority of policies we sell are underwritten by Haven, our underwriter based in Gibraltar.

Financial highlights

465,000

Policy Sales

£527m+

GWP in 2023

90%

COR

157%

Solvency Ratio

Our history

1982

Foundation

Peter Keating founds Acorn Insurance to provide general motor insurance, laying the foundations for what would become one of the UK’s leading providers of non-standard motor insurance. His son, Alan, later becomes CEO and begins shaping the company’s long-term strategy, driving growth, diversification and a culture focused on serving customers traditional insurers often overlook.

1990s

Leadership & Focus

Under Alan Keating's leadership, Acorn Insurance increasingly focuses on specialist and non-standard motor insurance products, developing expertise in higher-risk segments, including specialist private car and commercial motor risks, and laying the groundwork for future niche market leadership and a truly differentiated customer proposition.

2000-2002

A winning partnership

Motorcade, founded by Martin Gowing, partners with Acorn Insurance and Alan to strengthen and grow taxi insurance across the UK, helping establish Acorn as a leading specialist provider of taxi and private hire motor insurance. Together they start a hugely successful partnership, beginning with the launch of Haven Insurance to de-risk capacity.

2008-2010

Group formation & finance

Motorcade merges with Acorn to form what would later become the Acorn Group. This includes the creation of premium finance, car hire and claims businesses to support an end-to-end, vertically integrated non-standard motor insurance proposition.

2010-2016

Technology-led growth

Strategic data and technology investment drives growth across taxi and specialist private car insurance, reinforcing Acorn’s position as a technology-enabled non-standard motor insurer. The Lighthouse HQ in Formby opens in 2013. The historic Mersey Chambers building is acquired in 2016, underpinning continued investment in the architecture of the Group’s home region in the Northwest of the country.

2011

Specialist Private Car product

Launch of a dedicated specialist private car insurance product under the Acorn Insurance brand further expands the Group’s presence in the non-standard motor market, designed for higher-risk drivers underserved by traditional insurers and broadening Acorn’s customer reach.

2014-2015

Distribution & systems enhancement

Acquisition of London-based Flag Insurance Brokers broadens taxi distribution and regional reach. New platforms are introduced to support management of annual and short-term taxi and private car policies, improving efficiency, product flexibility and service for brokers, partners and direct customers.

2017-2021

Further expansion

An in-house non-fault claims capability is launched, enhancing control over the end-to-end claims journey. IT Developers Ltd joins the Group to boost internal software development and digital capability. In 2021 Carrot (telematics) and Rapid Vehicle Management (PCO hire) join the Group, strengthening the Group’s capabilities across taxi insurance, private car, telematics and vehicle services, alongside purchase of Grade II listed 12 Hanover Street in Liverpool.

2022

New leadership, same mission

Mike Lloyd becomes CEO, succeeding Alan Keating. Major investment in Pricing and Data Science continues, alongside product expansion with the launch of Briefly, a short-term motor insurance brand, and Streetcover insurance providing specialist cover for courier and food delivery drivers.

2024-2025

Telematics & new market focus

The acquisition of MyPolicy broaden the Group’s telematics and usage-based motor insurance proposition across taxi and Private Car markets. Today, Acorn Group is a UK-based insurance group specialising in non-standard motor insurance, with market-leading positions in taxi insurance, specialist private car, telematics-enabled products and short-term motor cover through brands including Acorn Insurance, Briefly and Streetcover.