Bennetts Biking Services

About Us

Bennetts is a bike insurance specialist and insures over 200,000 motorcyclists in Great Britain and Northern Ireland. Established in 1930, Bennetts has over 85 years’ experience in the insurance industry and over the last decade has become one of the fastest growing insurance providers in the United Kingdom. 

Approximately 200 staff, based in Coventry and Peterborough, provide competitive quotes to over 350,000 riders a year. With a panel of top UK insurers, Bennetts continues to work closely with them to ensure customers receive our best possible price for their insurance requirements. 

Bennetts Key Facts


Founded by Frederick James Bennett in Coventry, F.J. Bennett and Sons provided general insurance services for customers in the West Midlands



Frederick Bennett dies on the 31st of January, aged 53.



With Gordon Frederick Bennett (Frederick’s son) at the helm, the company is renamed G.F. Bennett and Co, and remains based at 49 Queen Victoria Road in Coventry.



With their previous offices demolished to make way for the building of the Coventry ring road, G.F. Bennetts and Co. move to their new offices in 12 Ironmonger Ro, Coventry.



Due to demand and changes in the market, G.F. Bennett and Co, advertising as Bennetts, became specialists in motorcycle insurance in the early 1980s and devised a number of schemes for motorcyclists.



Gordon Bennett dies of a brain tumour on 8 December 1999, aged 74.



Bennetts was the first motorcycle insurance specialist to launch its quote and buy facility online at



Winner of Insurance Age Award 'Website of the Year 2001'
In October 2001, the Bennetts brand was acquired by BGL (formerly the Budget Group of Companies) through its purchase of Dial Direct Insurance Marketing Ltd, a major UK car insurance intermediary.


BGL was established in 1992, and has grown to be the UK’s leading personal lines insurance groups, through a combination of organic growth and a series of major strategic acquisitions.


BGL now arranges and administers insurance for around 3.5 million customers. It has contact centre operations in Peterborough, Coventry, Sunderland, and Cape Town, South Africa. It currently employs over 2000 people and its head office is in Peterborough.


The Bennetts brand was given a new identity

Bennetts became personal sponsor of Neil Hodgson who went on to become the 2003 World Superbike Champion

Bennetts dominated TV screens through sponsoring bike related programmes on Sky including Men and Motors, Motors TV, Sky Sports and Moto Plus


Bennetts introduces the Bennetts Babes, a squad of lycra clad ladies who promote the brand at motorcycle events up and down the country.


In January 2005, Bennetts signed the biggest sponsorship deal in the history of the brand by becoming title sponsor of the 2005 Bennetts British Superbike Championship. Bennetts continued its sponsorship of the British Superbike Championship in 2006, 2007 and 2008

Bennetts insured over 180,000 motorcyclists in the UK.


Bennetts sponsors TV coverage of the BSB on ITV1 and launches its new 'be part of it' TV credits, featuring a competition to find real life riders and bike lovers to star in its next set of TV credits.


Bennetts launched its biggest motorcycle safety campaign of 2007, 'Rev for a Reason'. The search was led by former World Superbike Champion James Toseland and renowned conductor and composer Stephen Montague

In June 2007, Bennetts becomes official series sponsor of the World Superbike Championship for the remainder of the 2007 championship and for the whole of the 2008 championship

Bennetts becomes personal sponsor of former World Superbike Champion James Toseland in July 2007 as he celebrated his second World Superbike title


Bennetts continues its sponsorship of the 2008 British Superbike Championship and World Superbike Championship.

Bennetts continues personal sponsorship of former World Superbike Champion James Toseland as he moves into the top level of motorcycle racing, MotoGP


Bennetts continues to back MotoGP contender James Toseland.


Bennetts celebrates its 80th Birthday
In April 2010 Bennetts Biker Dreams was launched. To celebrate Bennetts 80th birthday up to £80,000 of bikers’ dreams were awarded. Ranging from a simple dream of new leathers to the ultimate trip of a lifetime.

In June 2010 independent brand tracking research identified Bennetts as the UK’s number one brand for motorbike insurance.


- In 2011 Bennetts became sponsor to Moto2 contender Scott Redding
- Bennetts launches Bennetts Live! travelling around the country attending biking events with the Bennetts Babes and bucking bike
- Bennetts Biker Dreams is launched for a second year running.
- Bennetts announces ‘Insurance partner’ sponsorship of the 2011 Isle of Man TT event
- Bennetts launches Bennetts Free Classifieds, where you can buy and sell bikes for free

- Teenage rider Joe Francis is backed by Bennetts through the Biking Dreams campaign. He goes on to win the Aprilia Superteen Championship



- Bennetts Motorcycle Insurance receives Defaqto 5 Star Rating
- Bennetts launches Bike Social, a Biking Social Network with free sign up



Bennetts-backed Scott Redding finishes as runner-up in the Moto2 world championship, denied the title through injury in the final races, while Joe Francis wins the British Motostar Championship



Bennetts continues sponsorship of Scott Redding as he moves into MotoGP World Championship and backs leading youth riders Josh Owens and Rory Skinner, who goes on to win the Aprilia Superteen series


Bennetts supports the Brough Superior Moto2 machine, with Jeremy McWilliams competing at the British Grand Prix



Bennetts joins forces with Halsall Racing to become the title sponsor of the official Suzuki British Superbike team


TT legend John McGuinness joins Bennetts as a brand ambassador and wins a memorable Senior TT


The Bennetts brand is purchased by Saga Group, but continues to be run as an independent company with a new call centre in Coventry and head office in Peterborough



Bennetts launches a brand new website

Bennetts posts record customer numbers, insuring over 200,000 British motorcyclists