Swiftcover was formed in 2005 by a group of former Churchill Insurance executives. In 2007 AXA UK acquired swiftcover.com. It is now a wholly owned subsidiary of AXA UK plc which forms part of AXA Group. It claims to be the only 100% online internet based insurance company in the UK, and that it has no call centres because it sells all policies over the internet.
In 2005, Swiftcover.com's advertising campaign used advertising straplines including “Click Click not Cluck Cluck” and "No Clucking Call Centres".
From January 2009, the company used Iggy Pop to front a £25 million TV ad campaign using the strapline "Get a Life". The ads led to a 31% increase in sales in the first three months of 2009 compared with the same period in 2008. One particular advert became notable due to complaints received by the Advertising Standard's Authority:
The Advertising Standards Authority (ASA) ruled that the swiftcover.com advert was misleading following complaints the singer would not have been able to buy cover since the insurer excluded people working in the entertainment industry. The ASA received 12 complaints about the advert from viewers who said it was misleading because it was suggested Iggy Pop was insured by swiftcover.com. In the advert, the musician said: "I got it swiftcovered. I got insurance on my insurance!"
Swiftcover had received hundreds of enquiries from musicians looking for low-cost cover. Before the ASA announced its ruling, swiftcover changed its approach and began to insure musicians. Others in the entertainment industry are still not covered, however. Iggy Pop will continue to front their campaigns.
Despite accusations of ‘selling out’ Iggy Pop himself remained unrepentant saying he ‘didn’t give a sh*t’ during a recent press conference for his new album Preliminaires.
Awards
* 2008: Won Best Car Insurance Provider Award in The Personal Finance Awards[8]
* 2008: Won the Ecommerce National Customer Service Award[9]
* 2008: Won the Computing Excellence Award for Best IT Strategy[10]
* 2007: Voted cheapest car insurance, on average by moneysupermarket.com
* 2007: “Marketing Effectiveness” award at The Financial Services Forum Awards
* 2006: Voted “Best Car Insurer” by moneysupermarket.com
* 2005: Winner of General Insurance “Website of the Year” by Insurance Times Awards
Swiftcover's car and travel insurance have been accredited Which? Best Buys most recently attaining “Best Buy” category winner for online car insurance in February 2009.
