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Adrian Flux is an insurance broker that has its head office at East Winch Hall in King's Lynn, Norfolk.

Founded in 1973, the company has become the country’s largest specialist motor insurance brokers and employs around 1,800 staff.[1]

History

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The family-run business was formed by Adrian Flux.

In 1990, it expanded by creating a specialist motorcycle division called Bikesure. As of 2017, it now has its own office in North Lynn, Norfolk.[2]

In 1999, Adrian’s son David took over the running of the company after working his way up from the position of a clerk.[3]

In 2005, the company acquired Bishop’s Stortford-based Herts Insurance Consultants (HIC). This has since been rebranded as Sterling Insurance.[4]

In 2010, more than 3,000 extra policyholders were gained when Adrian Flux acquired Chartwell, a provider of insurance for disabled drivers. The companies already had historical links with Chartwell trading under the name Adrian Flux until 1973 when Adrian, a disabled driver himself,[5] moved his business from Middlesex to Norfolk and June Richardson started to run Chartwell as its own entity.[6]

In 2016, Adrian Flux gained huge publicity as a result of launching what it described as the UK’s and “possibly the world’s” first driverless car insurance policy.[7]

In 2017, Adrian Flux stepped in to save more than 100 jobs at the Norwich branch of Swinton Insurance by taking over the lease of its call centre that was due to close.[8] This gave the company its first office in the city.

In 2020, the drive to expand continued with 185 people being hired as the business adapted to working remotely during the COVID-19 lockdowns.[9]

In 2022, the drive to recruit and grow gathered pace thanks to the success of introducing a pioneering flexible staff-led way of working.[10]

Awards

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Adrian Flux has won numerous awards for its offerings:

  • Total 911 magazine best Porsche insurance specialist 2015[11]
  • WhatVan? insurer of the year 2019[12] 2021[13] 2023[14]
  • Intelligent Instructor driving instructor of the year 2019,[15] 2021,[16] 2022[17] and 2023[18]
  • UK Company Culture Awards best flexible working policy and best culture transformation initiative 2023[19]

Marketing

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Sponsorship

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Adrian Flux has had sponsorship deals with a number of high-profile figures in motorsport over the years including British Touring Car Championship legend Jason Plato,[20] and single-seater racer Callum Ilott.[21]

It’s been the title sponsor of BTCC’s Team BMR[22] and all-disabled motorsport outfit Team BRIT,[23] agreed a long-term naming rights deal with the King's Lynn Stadium[24] motorcycle speedway, banger racing and stock car venue and became the lead brand associated with the British FIM Speedway Grand Prix.[25]

The company has also thrown its backing behind King's Lynn Town F.C. by sponsoring the club’s main stand,[26] supported the town’s Festival Too music extravaganza,[27] invested in the Lap of Anglia, a cycling fundraising event[28] and helped protect the future and viability of The Waterfront, an entertainment and nightclub venue in Norwich.[29]

Content

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Adrian Flux has gained brand awareness through a variety of content-based marketing including Influx, a digital online motoring magazine[30] and award-winning automotive podcast Fuelling Around.[31]

Controversy

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In 2021, comedian Joe Lycett criticised Adrian Flux’s black box on his Got Your Back Channel 4 programme.[32] The company responded by stating problems with the GPS coverage caused a customer’s incorrect journey data to be recorded and reimbursed them £150 as a gesture of goodwill.

References

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  1. ^ "David Flux, senior partner of West Norfolk-based Adrian Flux Insurance Group, appointed as new High Sheriff of Norfolk at King's Lynn town hall ceremony - Lynn News". www.lynnnews.co.uk. Retrieved 2024-04-13.
  2. ^ "Motorbike insurance broker based in North Lynn celebrates its 30th anniversary". Lynn News. 2020-12-02. Retrieved 2023-02-15.
  3. ^ 2011-08-31T00:00:00+01:00. "Top 50 Brokers 2011: 31st Adrian Flux". Insurance Times. Retrieved 2023-02-15.{{cite web}}: CS1 maint: numeric names: authors list (link)
  4. ^ "Car, Van, Home or Breakdown Insurance from Sterling". Sterling. Retrieved 2023-02-15.
  5. ^ Craven, Mia (2021-02-19). "Adrian Flux - Car insurance adapted for you". Able Magazine. Retrieved 2023-02-15.
  6. ^ "News | Business Weekly". www.businessweekly.co.uk. Retrieved 2024-10-12.
  7. ^ Kollewe, Julia (2016-06-07). "Insurer launches UK's 'first driverless car policy'". The Guardian. ISSN 0261-3077. Retrieved 2023-02-15.
  8. ^ "More than 110 Norwich jobs saved as Adrian Flux steps in at Swinton Insurance call centre". Eastern Daily Press. Retrieved 2023-02-15.
  9. ^ team, YLP news (2020-08-21). "Firm to recruit 185 new staff". Your Local Paper. Retrieved 2023-02-15.
  10. ^ "Flexible hours and more time for your personal life - is this company the happiest place to work in West Norfolk?". Lynn News. 2022-03-30. Retrieved 2023-02-15.
  11. ^ "Total 911 honours Porsche industry's finest with first awards".
  12. ^ "What Van Awards 2019 Insurance Company of the Year". www.whatvan.co.uk.
  13. ^ "Insurance company recognised in national awards".
  14. ^ "What Van Awards 2023 Insurer of the Year". www.whatvan.co.uk. 2023.
  15. ^ "Smash hit for the Intelligent Instructor Awards". 7 October 2019.
  16. ^ "UK's best driving instructor revealed!". 7 March 2021.
  17. ^ "Previous award winners".
  18. ^ "Awards about". www.intelligentinstructor.co.uk.
  19. ^ "The Latest News and Sport from King's Lynn". Lynn News. Retrieved 2024-10-12.
  20. ^ "How Plato got to grips with Team Brit's innovative racer".
  21. ^ "Ilott relishing challenge of Ferrari test driver role".
  22. ^ "BMR retain Subaru and Adrian Flux backing". 19 February 2019.
  23. ^ "Leading consumer insurance broker Adrian Flux gets behind Team BRIT - TEAM BRIT". 28 October 2021.
  24. ^ "STARS IN STADIUM DEAL - King's Lynn Speedway - the Home of the Stars".
  25. ^ "Cardiff gears up for Speedway Grand Prix this September". 9 August 2019.
  26. ^ "New deal with Adrian Flux is a major boost, says King's Lynn Town chairman Buster Chapman".
  27. ^ "Praise for Festival Too bucket collection team". 16 August 2019.
  28. ^ "Adrian Flux Lap of Anglia relaunch". 23 March 2021.
  29. ^ "Why has the Waterfront in Norwich changed its name?".
  30. ^ "Third-generation racing driver Max, 11, from Dungannon eyeing F1 fame". Armagh I. 2022-07-31. Retrieved 2024-10-10.
  31. ^ "Fuelling Around co-hosts delighted as podcast earns second series". podnews.net. 2021-04-08. Retrieved 2024-10-10.
  32. ^ "Comedian Joe Lycett takes on Norfolk insurance firm on Channel 4 show". Eastern Daily Press. 2021-08-28. Retrieved 2024-10-10.
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