Anglers First Insurance

Case Study

Anglers First Insurance specialises in insuring fishing equipment and related risks for recreational fishermen. The business emphasises an angler-centric product: policies start from £79 per year and can be paid monthly.

Customers choose from multiple levels of cover—Standard, Bronze, Silver, Gold, Platinum—insuring equipment from £2,000 up to £16,000. These policies include public liability cover up to £5 million, personal accident cover, premises cover, and an additional benefit of worldwide cover up to 60 days.

The site presents clear benefit tables and sample schedules to help users compare options side by side. The insurance is arranged by Golfguard Ltd and underwritten by AXIS Managing Agency Ltd on behalf of Lloyd’s underwriters.

Anglers First also provides downloadable policy wording and Insurance Product Information Documents (IPIDs) to maintain transparency. An additional benefit offered is a 10 % discount on Angling Direct goods (terms apply). Their “Where to Fish” content aids angling customers in planning the use of their equipment under policy limits.

On the contact side, the site displays a PO Box address in East Grinstead, an email address, and a web enquiry form.

Website Technology & Features

• The site is built with WordPress (footer credit to Independent Web Marketing indicates WordPress hosting and design).
• Independent Web Marketing describes their standard setup: responsive mobile-friendly WordPress sites with template or custom design.
• Key site features: online quote/application forms, policy comparison tables, downloadable policy documents (PDF), enquiry/contact forms.