Adrian Flux Car and Motorcycle Insurance

After finding it impossible to find cover for his kit car back in 1974, enthusiast Adrian Flux spotted a gap in the market and promptly established himself as the UK's leading kit car insurer. Since then the company has branched out into classic cars, hot hatches, 4x4s, rally cars, imports, modified vehicles and hot rods. It's also established a specialist motorbike section BikeSure that covers classic and customised bikes, trikes and quad bikes - running a dedicated Harley Davidson scheme.

This is a company that fields an in-house team of bikini-clad, whip-wielding, (one-consonant-away-from-censorship), flux babes with its underwriting manager Gerry Buck saying "anything is possible" when it comes to offering cover to football superstar Ronaldo - the day after the 23-year-old writes off a £200,000 Ferrari. But don't be deceived by the slightly tongue-in-cheek attitude as the company is still serious competition for mainstream insurers.

In recent years it has added home, travel and pet insurance to its portfolio. As its profile has risen, so has its popularity. In 2007 30,000 Auto Express readers voted AF the 'most improved car insurer' of the year, promoting it to 17th place in its list of leading providers. The next year it went even higher, to number 11. The insurer has a loyal following, especially amongst those struggling to find cover elsewhere.

In keeping with its specialist tag it often attracts policyholders other insurers are reluctant to quote for. It was one of the first companies to offer good-value cover to disabled drivers, for instance, and just last year stepped in with schemes for disabled trikers on a provisional licence.

Central to the company's success may be its "can-do" attitude. In 2007, for instance, when vast swathes of southwest England were flooded - it made the headlines by continuing to cover homeowners in flood-prone areas even if they had made multiple claims in the past. At a time when many mainstream insurers were withdrawing cover altogether, or busy raising excesses and upping premiums.

The company built a reputation for offering affordable cover to young drivers driving powerful cars, even launching its own glossy customer car magazine InFlux.

But back to the Flux Babes! The troupe of glamorous, less-is-more girls attends various car and bike shows on the insurer's behalf. But to temper any misgivings over its potentially sexist image, the company is keen to point out that all the members are bona fide AdrianFlux employees (such as customer services managers and renewals specialists). Whether that truly qualifies as un-sexist sexiness is really up to you - but at least they keep the two marketing strategies separate: pictures of nice families with nice family cars to sell you insurance are available at www.adrianflux.co.uk with pictures of apparently single and available girls sprawled over vehicles with longer skirts than them are available at ... ;) †

09/02/2010 I have never dealt with such an incompetent company. Having used this company for 6 years due to them specialising in my requirements, I have had enough! Twice in the past year my cover has been cancelled due to their incompetence and never do they "own the problem", it is always someone elses fault - this time apparently Premium Finance, though they dispute this. Further, they will blatantly lie to cover their mistakes, this is hugely frustrating and not the behaviour I would expect from a company with a supposedly good reputation (though reading previous reviews I do wonder). I have lost hundreds of pounds through cancellation charges and phone calls to Adrian Flux and do not recommend them to anyone.

12/09/2009 Yay! Their website has finally joined the rest of the 21st century! It probably sounds stupid and unreasonable but I feel a little bit more comfortable now that my insurer's website doesn't look like it was created by my 7-year-old

Adrian Flux Insurance

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