Belgium-based insurer Ageas has agreed to acquire UK insurer Esure from private equity firm Bain Capital in a deal valued at £1.3 billion (€1.5bn). The acquisition is set to make Ageas the third-largest motor and home insurer in the UK, further expanding its market presence.
The agreement, which is expected to close in the second half of this year, is subject to regulatory approval. Ageas has stated that the deal will result in annual savings of at least £100 million (€115.8mn) before tax, and will help grow the company’s revenue to £3.3bn (€3.8bn) by 2028.
Hans De Cuyper, CEO of Ageas Group, emphasized the strategic nature of the acquisition, saying, “This transaction will allow us to offer competitive value propositions to a wider customer profile via a multi-channel distribution model, positioning Ageas UK as one of the top three personal lines insurers.”
Esure, which also operates under the brands Sheilas’ Wheels and First Alternative, was founded in 2000 and has been owned by Bain Capital since 2018. Bain purchased Esure for £1.2bn (€1.4bn), taking it private and ending its public ownership. The company reported strong financial progress for 2024, achieving a turnover of £1.1bn (€1.3bn), up from £973mn in 2023. Esure also posted a trading profit of £126.8mn (€146.7mn), a significant recovery from a £16.7mn loss the previous year.
David McMillan, CEO of Esure Group, expressed optimism about the merger, stating, “Combining Ageas’s scale, financial strength, and excellent broker relationships with Esure’s strong retail brands, market-leading data capabilities, and strength on PCWs, alongside a shared technology platform, will enhance our combined ability to invest in our customer proposition and open up new opportunities for growth.”
This move follows Ageas’s unsuccessful attempts to expand its footprint in the UK by bidding for Direct Line. Ageas made two takeover offers for the British car insurer, the second of which valued Direct Line at £3.2bn (€3.7bn), but the offers were rejected. Direct Line has since accepted a £3.7bn (€4.3bn) acquisition bid from the UK’s largest insurer, Aviva. This acquisition creates a dominant force in the UK insurance market, with the combined group controlling more than 20% of the motor insurance market and 15% of the home insurance sector.
The Esure acquisition also comes amid growing scrutiny of car insurance prices in the UK. Last year, the UK government launched an investigation into the high cost of car insurance, though prices have been falling in recent months.
The deal positions Ageas to further strengthen its competitive edge in the UK market, while also expanding its range of services and customer offerings.