ALA Insurance is one of the largest online independent providers in the market for GAP Insurance, Warranty, Breakdown Cover and other specialist insurance products.
Based in Malton, North Yorkshire, our dedicated, friendly team strives to provide the best quality insurance products and support for our customers.
Our award-winning Customer Support Team does not work on commission, and so in all their interactions with customers and prospective customers they have no agenda to sell, and customers feel no pressure to buy.
This customer-first ethos runs through all departments and is integral to the business’s success. This customer-centric business model and our award-winning wellbeing programme are just two components that have led to us being featured as one of the Sunday Times Best Places To Work (small organisation) in 2026.
Our customers seem happy, too! We’re proud to be one of the UK’s highest-rated insurance providers on Trustpilot, with an “Excellent” 4.9-star rating based on over 22,000 reviews. Insurance from the kind kind, not the pushy kind.
We care
We care about our work, our products, our attitude and our approach because we care about our customers. Everything we do, we do to show our customers how much we care.
We share
We want to make sure our customers know everything they need to make the best decision for them. We hide nothing, we demystify the jargon and we help our customers understand insurance. We share all our knowledge to help them make the best decision, always considered, always courteous, always conscientious.
We trust
We trust in our team, our product knowledge, our experience and our ability to identify the right insurance – it’s a trust our FCA qualified experts take into every conversation and that helps customers trust us and the information we share.
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