Brolly overview

Brolly is a UK-based personal insurance management app and digital broker, co-founded by CEO Phoebe Hugh and CTO Mykhailo Loginov.

Brolly allows users to manage their policies in one place and understand where they have duplicate or missing coverage. The Brolly Advisor feature takes users through a series of simple questions, providing an overview of policy suggestions in order of priority, based on your personal profile. Customers using the app can better understand whether they’re over or under-insured, whilst conveniently managing all of their insurance policies in one place (Brolly Locker), with instant access to documents, prices, and contact numbers.

Brolly took part in the Entrepreneur First accelerator program resulting in a Demo Day in September 2016, which marked the beginning of its Seed round, which culminated in a £1m investment from VC’s such as Valar Venture in late July 2017.

In the latter half of 2018, Brolly announced its plans to scale the business, following a series of a major partnerships with AXA, LV=, Ageas and Markerstudy.

In 2019 Brolly launched 'Brolly Contents', a flexible monthly cover for home contents, available via Brolly's mobile app. Users can insure up to £40k worth of belongings, and can access a no claims loyalty bonus of up to 25% each month. The new product was developed in partnership with Hiscox.

In July 2020 Brolly announced it was being acquired by Direct Line Group for an undisclosed amount, with its team moving over to help DLG with its continuing digitalisation efforts. The move comes after investors reportedly suggested that the startup had not been getting traction and had been struggling for awhile. 

Map showing the location of Brolly

London, United Kingdom

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Key people

Phoebe Hugh CEO & Co-Founder
Mykhailo Loginov Co-Founder & CTO