InsureMore Travel Insurance Review

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InsureMore is the public shopfront for a travel insurance scheme most people only ever meet across a broker's desk. It is run from a converted estate office at Berry Pomeroy, near Totnes, by Virtual Insurance Products Limited — a Devon underwriting agency incorporated on 13 June 2001 (company 04233964, Financial Services Register number 307038) that has held the British Insurance Brokers' Association's endorsed travel scheme since 19 May 2021 and also trades as Jackson Lee Underwriting. BIBA's 1,700-odd regulated member firms can sell the same policies; buying at insuremore.travel simply removes the middleman.

The money behind it belongs to Great Lakes Insurance UK Limited, the Munich Re subsidiary that took over the group's UK book on 1 January 2023 and wrote £1.73 billion of gross premium in 2024. ERGO Travel Insurance Services arranges cover on its behalf and DAS carries the legal expenses section. On the flagship Holiday Travel+ wording that buys £12,000,000 of emergency medical treatment and repatriation, £2,000,000 of personal liability and £5,000 of cancellation, with cruise cover and pet care built in rather than sold as extras.

Charges are unusually restrained for a broker-style operation: nothing to set up a policy, nothing to renew one, and £15 to change it part-way through. Premiums are held under risk transfer in an insurer trust account, so a payment that reaches InsureMore counts as reaching the insurer even if the agency were to fail.

Four policies, and the one you pick sets your age limit

InsureMore does not sell a bronze-silver-gold ladder. It sells four separate policies sorted by what the trip is, and each one stops at a different birthday.

Holiday Traveller is the entry policy: up to 80 on a single trip, up to 75 on an annual multi-trip, and 30 days per trip. Personal possessions are capped at £2,000, gadgets at £500 for a single item, winter sports equipment at £750.

Holiday+ is the one the scheme is built around: up to 85 on a single trip, 75 annually, and 45 days per trip with an upgrade to 60 days for anyone aged 75 or under. Cancellation starts at £5,000 and can be bought up in steps to £10,000. Golf equipment runs to £1,500 with a £400 single-item cap, gadgets to £1,000, business equipment to £1,000 with £500 per item.

Sports+ stops at 65 and covers more than 350 activities across four graded categories, with sports equipment insured to £3,000 in total and £1,000 per item. Adventure Travel, the long-stay policy, also stops at 65 but runs for as long as 540 days and allows a voluntary break — a trip home for a wedding or a funeral without collapsing the policy. A separate business travel policy joined the range in 2026, capped at age 70 and 31 days a trip.

What £12 million of medical cover is actually for

Limits that large invite scepticism, and the claims record answers it. Association of British Insurers members paid £472 million on more than 500,000 travel claims in 2024. Emergency medical treatment accounted for £262 million of that — 34% of all claims, up from 29% the year before — at an average of £1,528 a claim. One insurer reported a single claim above £1 million for hospital treatment in the United States followed by repatriation to the UK.

That is the shape of the risk: thousands of small claims and a thin tail of enormous ones, almost all of them medical and most of them American. A £12,000,000 ceiling is not marketing; it is the number that makes the tail survivable. The £50 excess on the medical section is worth reading against the £1,528 average — it removes about 3% of a typical payout, which is mild by the standards of the market.

Cruise cover and pet care sit in the base policy rather than behind an upsell, which matters more than it sounds: cruise passengers are among the likeliest to need repatriation, and plenty of insurers charge separately for both.

Three companies stand behind one badge

Knowing who to ring saves hours when something goes wrong abroad, and here the answer depends entirely on what has happened.

A medical emergency goes to the assistance line on +44 (0)1403 788 719, or toll-free from the United States and Canada on +1-844-780-0494. Any other claim goes to +44 (0)1403 788 720, Monday to Friday between 09:00 and 17:00, or by email to claims@ergo-ias.co.uk. Those are ERGO's numbers in Horsham, not Devon.

Sales, amendments and cancellations go to 0330 111 3093 in Totnes. Pre-existing conditions are declared to a separate medical screening line on 0330 111 4078. A complaint starts with the complaints manager at the Totnes office on 0330 111 3998 or travel@insurevip.co.uk, is acknowledged within three working days, and must get a full answer within eight weeks; after that, or after a final response, the Financial Ombudsman Service at Exchange Tower, London E14 9SR will take it for six months. The Financial Services Compensation Scheme covers 90% of an insurance claim with no upper cash limit.

The excesses move around more than the headline suggests

The £50 excess quoted everywhere is the general one. It is not the only one.

On Holiday Traveller, a gadget claim carries £100 and a winter sports equipment claim carries £100 — double the standard figure, against a £500 single-item gadget cap that a current phone will exceed on its own. Adventure Travel charges £75 on the same two sections. Personal money is limited to £500 and a replacement passport to £250, both subject to the excess, so a stolen wallet abroad is a claim worth making only if the loss is real.

Travel delay pays £50 for each full 12 hours and stops at £400, which is a benefit designed for airport meals rather than a rebooked flight. Personal accident death benefit is £25,000 between the ages of 18 and 65 — modest, and worth checking against life cover you may already hold. The excess applies per person and per section, so a family whose luggage and money both go missing pays it more than once.

Sports+ insures the activity but not always the liability

Sports+ is the most interesting policy in the range and the one most likely to be misread. Roughly 80 activities are covered as standard, from recreational cycling to scuba diving to 30 metres. Beyond that sit four graded categories — open-water swimming and competitive cycling at the lower end, heli-skiing and big-air competition at the top — each covered only if it is named on the schedule and the extra premium has been paid, and only then for training and competition.

The catch is in the wording rather than the price list. For the listed activities in categories one to four, personal liability is switched off. The policy will treat your broken collarbone; it will not defend you if you take somebody else down the slope with you. On a policy sold to people who race, that is the exclusion most likely to be discovered too late.

Winter sports is an optional extension on every policy in the range, not an inclusion, and equipment cover of £750 will not replace a modern ski set-up bought new.

Buying without advice, and what it costs to change your mind

The terms of business are blunt about it: "we will not provide you with advice or personal recommendations". The firm acts as your agent when arranging the policy and as the insurer's agent when it takes your money. Its income is commission out of the premium plus a possible share of profit, neither of which is quantified.

With four products, four age ceilings and four trip lengths, a non-advised sale puts the whole burden of choosing correctly on the buyer. A 66-year-old booking a diving holiday is outside Sports+ entirely and will not be told so by anyone. A 78-year-old is eligible for a Holiday+ single trip but capped at 31 days on it, where a 70-year-old gets 12 months.

The cooling-off period is 14 days from purchase or from receiving the documents, whichever comes later, with a full refund if the policy is unused and no claim is intended. The exception is worth knowing before you buy: single-trip policies lasting under a month may carry no refund entitlement at all. Changing anything after that costs £15.

Where the paperwork gets hard to follow

The brand moved house and left its documents behind. As at 31 August 2026 every address on insuremore.co.uk — including the JIM15A, JIM20A and JIM23A policy wordings that search engines still list — returns a 302 redirect to the new homepage at insuremore.travel. Anyone trying to read the wording they were actually sold under in 2023 or 2024 cannot get to it.

The current documents are reachable, but they sit behind long hashed addresses on abelonline.co.uk, the agency's own administration platform, rather than at readable paths on the brand's site. The product pages describe the cover as coming from "'A' rated UK insurers" without naming one; Great Lakes and DAS are named in the policy wording and in BIBA's own copy of it, not on the pages where a buyer decides.

No independent star rating for these policies could be verified from a primary source, and the firm publishes no complaints return of its own, so there is nothing to set against the market averages below. Great Lakes Insurance UK's own accounts show the strength behind the promise and the direction of travel: a £36.2 million profit after tax in 2024 against a £17.0 million loss in 2023, on solvency coverage that eased from 159% to 145%.

What the 2026 claims data says about buying any travel policy

Two free official datasets are worth more than any review, this one included.

The FCA's general insurance value measures for 2025, published on 21 July 2026, put travel insurance claims acceptance at 83–86%. That is better than home insurance at 62–71% and a long way below motor at 99% — roughly one travel claim in seven is turned down somewhere in the market. The same release shows claims costs jumping to 44–48% of premium from 31–37% a year earlier, with premiums up 12% while payouts rose 47%. Insurers under that kind of margin pressure get stricter, not looser.

The Financial Ombudsman Service's annual figures, published on 21 May 2026, recorded 4,451 new travel insurance complaints in 2025/26 with 36% upheld, against 214,649 complaints and a 30% average uphold rate across all financial products. Travel sits above the average and above motor's 35%. The ombudsman's own analysis of the trend attributes most of it to declined claims, and within that, to medical conditions the insurer says were not properly disclosed.

Which is the argument for spending twenty minutes on the screening line on 0330 111 4078 before you buy anything, from InsureMore or anyone else.

Figures were taken from each provider's own published terms on 31 August 2026. Variable rates can change at any time — confirm the current rate with the provider before applying.