Elephant in 60 seconds
Elephant Insurance at a glance (2026)
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About Elephant Insurance
Elephant.co.uk launched in 2009 as part of Admiral Group's deliberate multi-brand approach to UK car insurance, sitting alongside Admiral, Diamond and Bell. The brand was paused to new business between 2012 and 2018 while Admiral focused on its core line, then relaunched in 2019 with a sharper digital-first proposition.
Today Elephant uses the same Cardiff-based underwriting, claims and customer-service teams as Admiral, but it targets a slightly different segment, often quoting more competitively for drivers with shorter no-claims history or younger drivers shopping on price-comparison sites.
Why a multi-brand strategy?Admiral Group runs four brands on the same systems so each can target a different driver profile on aggregators. You can be quoted very different prices by Admiral and Elephant for the same car, even though both policies are underwritten by Admiral Insurance Company Ltd.
Ownership and stock listing
Elephant is a trading name of EUI Limited, which is part of Admiral Group plc, a FTSE 100 constituent on the London Stock Exchange (ticker ADM). Admiral has paid a dividend every year since its 2004 IPO and is one of the most consistently profitable UK personal-lines insurers.
Strategy: digital-first, price-led
Elephant's strategy is to win price-comparison traffic with sharp aggregator quotes, then upsell through telematics ("black box"), multi-car bundles and a growing home insurance range. The brand spends very little on TV advertising compared with sister brand Admiral, relying almost entirely on digital channels.
Around 800,000 UK policies are in force under the Elephant name in 2026, with home insurance now accounting for roughly one in seven new sales.
Elephant insurance: cover and prices in 2026
Elephant's product range is narrower than Aviva or Direct Line, but the brand competes hard on price for car-only and multi-car households. The headline products are below.
The Elephant product range
Elephant Car Insurance
Comprehensive, third-party fire and theft, or third-party only. Underwritten by Admiral Insurance Company Ltd; claims handled by the same Cardiff team as Admiral.
- Multi-car discount up to 23% on additional vehicles.
- Courtesy car available as an add-on.
- No-claims bonus protected after four years of no claims.
Elephant Black Box
Plug-in telematics device or app that scores driving on smoothness, speed and time of day. Aimed primarily at 17–25 year-old drivers and convicted drivers rebuilding a record.
- Premium recalculated at renewal based on driving score.
- Free first-year curfew option for new drivers.
- In-app trip dashboard and feedback.
Elephant Home Insurance
Combined buildings and contents or standalone. Three tiers (Bronze, Silver, Gold). Underwritten by Admiral Insurance Company Ltd, with optional home emergency and legal expenses cover.
- Buildings cover up to £500,000.
- Contents cover up to £60,000.
- Optional accidental damage on Silver and Gold.
MultiCar by Elephant
Cover up to five cars on one renewal date with one document, each driver keeping their own no-claims bonus. Hands the household one policy to manage rather than five.
- Single annual renewal across all cars.
- Each driver keeps their own no-claims bonus.
- One number to call for any car in the household.
Optional add-ons
Layered extras for car policies: breakdown cover (in partnership with the AA), motor legal protection, personal injury cover and guaranteed hire car.
- Breakdown cover from £36 a year.
- Motor legal protection from £25 a year.
- Guaranteed hire car add-on after a write-off.
Elephant for young drivers
Dedicated quotes for new and young drivers, usually combined with the Elephant Black Box. Recognised by aggregators as one of the more accessible insurers for under-25 traffic.
- Open to drivers from age 17.
- Black box pricing reviewed every renewal.
- Named-driver discounts for parents.
Same underwriter, different priceBecause Elephant, Admiral, Diamond and Bell all run on Admiral's Cardiff underwriting platform, it pays to run a quote on each brand — the same car and driver can return prices that differ by £100 or more.
Making a claim with Elephant
Elephant claims are handled by the same Admiral Group team based in Cardiff that handles Admiral, Diamond and Bell. Most motor claims can be opened online or in the My Elephant app, with phone backup 24 hours a day. Admiral Group accepted around 95% of its motor claims in the last published year, broadly in line with the UK average.
Step-by-step instructions for making a claim are on the Elephant help and support pages. For repair workshops, Elephant uses Admiral Group's UK-wide approved network.
My Elephant: app and online account
Every Elephant policy can be managed from the My Elephant online account or the iOS/Android app. From the account you can view documents, add a driver, change cover, renew or start a claim. Black-box customers see their driving score and trip history in the same app.
- Sign in: by registered email and password.
- Forgotten password: reset via the email on file with a secure link.
- Biometric login: Face ID, Touch ID and Android fingerprint are supported.
- Two-factor authentication: SMS verification on sensitive changes such as adding a driver or updating bank details.
One login per householdIf you hold an Elephant MultiCar policy, the My Elephant account shows every car on one screen, with one renewal date and one set of documents.
Elephant customer service
Elephant runs separate lines for sales, service, claims, black-box support, breakdown and complaints, and these can change. To make sure you reach the right team — and avoid out-of-date numbers — always take the number from an official source rather than a third-party listing.
How to contact Elephant
- ✓By phone: call the number printed on your policy documents or renewal letter — this routes you to the correct team for your product, including the 24/7 car and home claims lines.
- ✓Online and app: sign in to My Elephant on the website or app to manage your policy, start a claim and find the right contact details.
- ✓Help and support: the current numbers for each team are listed on the Elephant help and support pages.
Contact Elephant online
- My Elephant: log in to the app or website for documents, payments and most policy changes.
- Live chat: available from the Elephant help pages during UK business hours.
- X (Twitter): send a DM to @elephantcouk for general queries (never share policy or payment details).
- Email: sensitive issues should be raised through My Elephant secure messaging rather than personal email.
Elephant by post
For policy correspondence and complaints, write to Customer Services at the address printed on your policy schedule, quoting your policy number. The correct postal address is confirmed on the Elephant help and support pages.
How to complain about Elephant
Raise the issue first with Elephant by phone, in My Elephant or in writing. If Elephant does not resolve the complaint within eight weeks, or you receive a final response you disagree with, you can escalate the complaint to the Financial Ombudsman Service free of charge.
Is Elephant a good insurer? Reviews and ratings
Elephant sits in the lower-mid pack of UK Trustpilot scores at around 3.9/5 from more than 12,000 reviews. That is broadly in line with sister brand Diamond but slightly behind Admiral's own brand. Positive reviews focus on price and the My Elephant app; the most common criticism is renewal pricing for drivers who do not shop around each year.
Defaqto rates Elephant Car Insurance at 5 Stars on its Comprehensive policy, reflecting a broad feature list rather than a price ranking. Fairer Finance gives the brand a mid-tier rating for complaints handling.
If price is your priority, run an Elephant quote alongside our list of the best UK insurance providers before you renew.
Elephant news 2024–2026
- 2024: Admiral Group reports a record £839 million profit before tax, with Elephant contributing to the multi-brand growth in UK motor.
- 2025: Elephant rolls out a refreshed My Elephant app with in-app claim notifications and a redesigned black-box dashboard.
- July 2025: Following the Aviva-Direct Line merger, Admiral Group (including Elephant) becomes the second-largest personal-lines insurer in the UK by gross written premium.
- 2026: Elephant extends its home insurance underwriting to include leasehold flats nationwide and adds a multi-product (car + home) discount of up to 10%.
Elephant timeline
- 1993: Admiral Group founded in Cardiff by Henry Engelhardt.
- 2004: Admiral Group lists on the London Stock Exchange.
- 2009: Elephant.co.uk launched as a new Admiral Group brand for UK motor.
- 2012: Elephant closed to new UK business while Admiral consolidates the multi-brand approach.
- 2019: Elephant relaunched with a digital-first proposition and refreshed pricing model.
- 2021: Elephant adds home insurance and MultiCar policies under the brand.
- 2024: Record profits for parent Admiral Group; Elephant's app overhauled.
- 2025: Aviva-Direct Line merger reshapes the UK market; Elephant remains an Admiral Group brand.
- 2026: Elephant adds multi-product (car + home) discount and expands home insurance footprint.
Elephant FAQ
Elephant is a separate brand but it is owned by Admiral Group plc, the same company that owns Admiral, Diamond and Bell. All four brands share Admiral's Cardiff underwriting, claims and customer-service teams, so the service experience is broadly the same, but each brand quotes independently on price-comparison sites and prices can vary by £100 or more.
Elephant is a trading name of EUI Limited, part of Admiral Group plc. It is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the PRA. Policyholders are protected by the Financial Services Compensation Scheme (FSCS): 90% of an insurance claim is covered with no upper limit on most general insurance products.
Elephant Black Box is a telematics policy that uses a plug-in device or an app to score driving behaviour on smoothness, speed and time of day. It is aimed mainly at drivers aged 17 to 25 and at convicted drivers rebuilding a record. The score is used to recalculate the premium at renewal, with safer drivers usually paying less.
You have a 14-day cooling-off period in which you can cancel any new Elephant policy and receive a full refund minus a small admin fee. After the cooling-off period you can still cancel but Elephant will keep the portion of premium covering the time on risk plus an admin fee.
Yes. Elephant is one of the more accessible mainstream UK insurers for drivers aged 17 to 25, especially when combined with the Elephant Black Box telematics policy. Pricing is reviewed at every renewal based on driving score, so a clean year can bring a meaningful discount.