Atlanta announces acquisition of telematics broker Marmalade

01 April, 2021 |Retail | M&A

01 April 2021

Atlanta Group, the UK’s leading digital multi-brand personal insurance broker, today announces that it has acquired Marmalade.

Marmalade specialises in policies for drivers aged under 34. Since the business was founded 15 years ago it has continued to look for innovative solutions to make the journey easier for parents looking to get their young driver on the road both before and after they pass their test.

Marmalade writes around 12,500 short term and annual policies a month. It is the market leader in learner driver insurance and launched the first annual and pay-as-you-go insurance policies which allow young drivers to share a parent’s or grandparent’s car – as an alternative to being added as a named driver. It is also BIBA’s official scheme provider for young drivers.

Marmalade will join Atlanta’s Swinton, Autonet and Carole Nash motor brands, broadening Atlanta’s reach to young drivers and bringing telematics expertise into the Group.

Nick Moger, majority shareholder and outgoing Chairman at Marmalade said: “Over the last 15 years I have watched with ever increasing pride the company that my wife Helen, my son Crispin and I founded grow from just us and a few staff based in farm buildings near Peterborough to become what it is today. I now feel that it is time for me to retire and I am very happy to hand over the ownership to the Atlanta group who I know will take it on to the next level.”

Crispin Moger, CEO of Marmalade said: “Here at Marmalade we’re delighted to become part of the Atlanta Group, and excited for the future. There’s a rising demand for telematics and flexible policies, and we plan to be there to meet it. With Atlanta’s systems, resources and expertise we can move further and faster – and offer more young drivers simple and affordable ways to get behind the wheel.”

Atlanta CEO Ian Donaldson added: “Our strength as a broker is in being able to offer customers different options and different wordings to suit their circumstances. There’s no doubt that the under 34s have taken a hard financial hit over the last year. With Marmalade we’ll be able to help reward careful driving, keep them moving, and get them on the road to the rest of their lives.

“Crispin and his team in Peterborough are a perfect fit for Atlanta. We share the same family firm values and passion for both our people and our customers. The acquisition of Marmalade shows our ongoing commitment to offering those customers good value and good service, and strengthens our position as the UK’s leading digital broker.”

Notes to Editors


The Ardonagh Group is the UK’s largest independent insurance broker powered by a network of over 100 locations across the UK and Ireland and a workforce of over 7,000 people. Formed in 2017, Ardonagh today brings together best-in-class brands including Autonet, Arachas, Bishopsgate, Broker Network, Carole Nash, Compass Networks, Ethos Broking, Geo Underwriting, Price Forbes, Swinton, Towergate and URIS.

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