Roadsure Bought By Premium Choice

by Stewart Douglas

Story link: Roadsure Bought By Premium Choice

Dedicated motor insurance company Roadsure has today been sold to insurer Premium Choice, according to an announcement made by parent Optimas as part of its corporate streamlining process designed to help focus its operation.

The announcement made today reflected that Optimas had offloaded its Roadsure subsidiary in the process of restructuring its organisation to insurance company Premium Choice, in a move which is designed to allow Roadsure to further engage with its comparatively ‘niche’ market and develop under the Premium Choice umbrella.

Optimas has spoken of removing Roadsure as part of its ongoing process of restructuring, which will see a more central basis for operations, which it is hoped will help the company expand and develop its product lines beyond the traditional mainstream insurance offerings, catering for the less well defined markets that currently exist.

Meanwhile Premium Choice have said today that they are delighted with the acquisition, which it is in no doubt will make excellent business sense as it chases narrower insurance marketplaces in the coming months with a view to expanding its business and developing long-lasting client relationships.

Both Premium Choice and Roadsure will remain distinct brands, and will move their operations to offices located in Birmingham. At present it is expected that the move will have little impact on staff at Roadsure, and indeed Premium Choice have deliberately stressed that customers will be wholly unaffected by the transfer of ownership.

The move will see Premium Choice establish an instantly wider customer base, whilst it will inevitably increase cross-selling opportunities and allow for economies of scale in ancillary expenditure.

Additionally the centralisation of the operation around one Birmingham hub will enable the business to concentrate on establishing a more secure foothold within the market. Despite the publicity of the transaction, the consideration involved was not disclosed.