The growth of the internet over the last decade and its importance has led to many new insurance ventures including Esure who are backed by the Corporate Financial Services HBOS. The company was founded in 1999 by former Direct Line Chairman Peter Wood and launched in February 2000 with the emphasis on selling competitive online car insurance to responsible drivers with claim free histories.

Since its launch, Esure has achieved remarkable growth and high brand awareness amongst the UK public. This has stemmed from an aggressive above and below the line marketing strategy and continuing growth in the financial services internet sector. As a result the company has been awarded numerous industry awards for its business success, marketing campaigns incorporating “mister mouse” and its innovative approach towards claims handling. Esure has also sponsored the Government Fire Kills campaign and continues to be a corporate backer of the British Museum. Additional products have been introduced including pets, travel and home insurance.

Like so many large insurance companies, Esure also underwrites and administers in some cases other brands including Halifax and Sainsburys bank car insurance. In order to acquire more customers a sister company was also started in 2004 known as First Alternative and currently shares office space with Esure with the aim of targeting high risk motorists seeking competitive motor insurance.