Add on key cover research reveals new customer insight

Keycare, the UK’s leading expert in the key cover recovery and assistance products and services, has today revealed the results of the first ever independent study of consumer behaviour and attitudes to key cover, a common policy add-on, conducted by the independent research firm Consumer Intelligence.


When asked to rate the order of importance of different types of insurance add-ons available including breakdown cover, legal expenses insurance, key cover, personal accident and home emergency, no one particular add-on stood out.


85% of those who sought to bring a claim for lost keys had no key cover at all, perhaps wrongly expecting their motor or home insurance policies to cover them as standard.  Despite 7 out of 10 people saying they would consider buying key insurance, 52% have never had it, demonstrating a real demand and need for the product.


Almost half (45%) of those surveyed had lost their keys, locked them in their car/home or had them stolen.  This had happened to 30% of those people in the last year.


Importantly when asked what they value most from insurers, the overwhelming lead response from those surveyed was ‘good service’ and ‘no impact from claims on their no claims bonus’.  In relation to key cover specifically, according to the research customers also expect the insurer to provide


  • a UK based 24 hour help line with a real person at the end of the line
  • an emergency response with assistance to arrive quickly
  • speed of getting replacement keys/locks by approved locksmiths and having the cost of those covered
  • quick and easy claims process


David Robertson, CEO of Keycare, comments: “What the research highlights is a very real need for key cover if people are made aware of it.  The evident market for key cover offers brokers a huge untapped opportunity to increase their GWP whilst offering customers a valuable add-on product.


As well as highlighting the market opportunity, the research gives us some real insight into customers’ expectations of service and what is most important to them from their policy.   We’re delighted to say that Keycare can place a tick alongside all these expectations from a fast emergency response to a swift claims settlement and what is more a claim on a Keycare policy won’t incur an excess or impact a customers’ no claims discount.”


The research was conducted by independent research firm Consumer Intelligence amongst more than 1000 consumers around the UK.  The data was gathered from a combination of online quantitative research as well as five consumer focus groups specifically on consumer expectations and understanding of the products.




Notes to editors


For further information please contact SJ Wrigley at Spotlight Consulting on 07909546104 or at



About Keycare Ltd

Keycare Ltd is the UK’s leading expert in the key recovery and assistance market. Commissioned by leading insurers and household name distributors, Keycare specialises in recovering lost or stolen keys for their customers.  Managing over 1.8 million policies, Keycare provides a bespoke, white labelled key recovery solution together with a 24 hour UK based helpline full incident management and dedicated account management.

Keycare creates genuine business benefits for its partners, generating valuable extra income and contributing to customer loyalty and retention.

Keycare is an independent family owned business and was founded in 1977. It is based in Shipley, West Yorkshire.  Underwritten by Ageas Insurance, Keycare Limited is authorised and regulated by the Financial Conduct Authority. FCA registration no. 309514.


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