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Type Wholly owned subsidiary
Industry Financial services
Founded 2005
Headquarters Surrey, England
Products Insurance
Parent AXA Group

Swiftcover is an internet-based UK insurance company formed in 2005 by a group of former Churchill Insurance executives. In 2007 Swiftcover was acquired by AXA and it is now a wholly owned subsidiary of AXA UK plc. Although the company promotes itself as an online business, it operates call centres in Tunbridge Wells, Kent and in Teesside. Customers can manage their policy (including changes to policies) online and any contact can be done via email.


In 2005,'s advertising campaign used advertising straplines including “Click Click not Cluck Cluck” and "No Clucking Call Centres".

From January 2009, the company used Iggy Pop to front a £25 million TV ad campaign using the strapline "Get a Life".[1] The ads led to a 31% increase in sales in the first three months of 2009 compared with the same period in 2008.[2] One particular advert became notable due to complaints received by the Advertising Standard's Authority:

The Advertising Standards Authority (ASA) ruled that the advert was misleading following complaints the singer would not have been able to buy cover since the insurer excluded people working in the entertainment industry. The ASA received 12 complaints about the advert from viewers who said it was misleading because it was suggested Iggy Pop was insured by In the advert, the musician said: "I got it swiftcovered. I got insurance on my insurance!"[3]

Before the ASA announced its ruling, swiftcover changed its approach and began to insure musicians.[4] Others in the entertainment industry are still not covered, however.[3] Iggy Pop will continue to front their campaigns.[5]

Despite accusations of ‘selling out’ Iggy Pop himself remained unrepentant saying he ‘didn’t give a sh*t’ during a recent press conference for his new album Preliminaires.[6]

In January 2010, Iggy Pop returned for a new advertising campaign featuring "Little Iggy", a puppet version of Pop. The adverts featured Iggy and "Little Iggy" driving a purple convertible TVR Tuscan and playing golf.[7]

The new campaign again caused furore, however Iggy remained supportive, telling The Sunday Times: "They said they wanted this series of ads to be performed by somebody… somebody you can’t help but like!"[8]

From 30 December 2011, Swiftcover stopped using Iggy Pop for its advertising campaigns, and launched a new campaign featuring a family of animated characters voiced by celebrities including Reece Shearsmith and Steve Pemberton, Chris Evans and Noddy Holder. [9]

According to their latest policy summary, Swiftcover has returned to not insuring anyone working in the entertainment industry, including musicians.[10]

Awards and nominations[edit]

  • 2010: Nominated in the social media category at the 2010 Meffy Awards for their Stuck mobile application
  • 2010: Won Best Value Car Insurer [11]
  • 2008: Won Best Car Insurance Provider Award in The Personal Finance Awards[12]
  • 2008: Won the Ecommerce National Customer Service Award[13]
  • 2008: Won the Computing Excellence Award for Best IT Strategy[14]
  • 2007: Voted cheapest car insurance, on average by
  • 2007: “Marketing Effectiveness” award at The Financial Services Forum Awards
  • 2006: Voted “Best Car Insurer” by
  • 2005: Winner of General Insurance “Website of the Year” by Insurance Times Awards

Swiftcover's car and travel insurance have been accredited Which? Best Buys most recently attaining “Best Buy” category winner for online car insurance in February 2009.

The Swift Awards[edit]

In 2008, in conjunction with public relations agency Brazil it launched the Swift Relief Awards, a business award scheme which recognises businesses which offer quick, reliable and hassle-free services.


In 2006, Swiftcover sponsored the ITV’s coverage of Formula 1 Grand Prix.[15] and in 2009, the company is sponsoring weekend programmes on Absolute Radio.[16]


  1. ^ Hit & Run: The faces don't fit
  2. ^ Iggy Pop helps sales soar by a third
  3. ^ a b The Guardian Swiftcover's Iggy Pop advert banned
  4. ^ The Independent Iggy Pop’s insurer reverses decision on covering musicians
  5. ^ Iggy Pop ‘Get A Life!’ adverts will return
  6. ^ Preliminaires press conference
  7. ^ NME Punk icon reveals 'Little Iggy' in new ad campaign
  8. ^ Sunday Times Iggy Pop on his life's highs and lows
  9. ^ Marketing Week Swiftcover drops Iggy Pop
  10. ^ Swiftcover Policy Summary
  11. ^ Awards
  12. ^ Personal Finance Awards
  13. ^ Ecommerce National Customer Service Award
  14. ^ Computing Excellence Award for Best IT Strategy
  15. ^ Swiftcover sponsors ITV Formula 1 coverage
  16. ^ to sponsor Absolute weekend schedule

External links[edit]