About us
We are Motivo car insurance.
Motivo is a different kind of car insurance. It's intelligently driven by KAI - your always-on AI assistant.
Motivo, cover that works for you.
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Effortless digital experiences
Designed for customers who want a fast, flexible, digital-first service powered by conversational AI.
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Trusted, recognisable partners
Motivo combines years of industry expertise with intelligent, modern car insurance.
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Built on proven insurance expertise
Powered by 1st Central, bringing over 15 years of experience in UK car insurance.
How Motivo works
Motivo is available through our trusted distributor, MoneySuperMarket, and can be purchased online with ease.
Once you’re set up, you can manage your policy through the Motivo app, with 24/7 support from your AI assistant to help you every step of the way.
Meet KAI Not just a chatbot
Your AI assistant helps you manage things day to day, guiding you step by step with fast, simple support that adapts to you.
When you need extra support, our team is ready to step in and speak with you directly.
- AI-powered support, available 24/7
- Smart, conversational help to guide you through every step of managing your policy
- No waiting, no friction - just simple, digital control
Answers to important questions.
Explore All FAQsWho are Motivo Insurance?
Motivo is an AI-powered insurance policy, which means you can manage your policy with the help of Kai, our chat and voice AI agent. Kai can guide you, answer questions, and help you make changes to your policy quickly and easily. Kai is available whenever you need guidance or support, so in most cases you won’t need to speak to a human agent.
You can also manage your policy at any time through Your Account. Kai, our virtual agent can: Motivo is powered by 1st Central and will look after Motivo's claims, complains and fraud questions.
What does powered by 1st Central mean?
Motivo Insurance is an AI-enabled brand powered by 1st Central.
1st Central is a trading name used by First Central Insurance Management Limited. 1st Central is an insurance intermediary, offering products from a panel of insurers to meet your needs. 1st Central arranges and services your policy on Motivo Insurance’s behalf. This means things like managing your policy, handling changes, renewals and claims are carried out by 1st Central, while you benefit from Motivo’s straightforward, modern and AI-enabled customer experience.
You will see both Motivo Insurance and 1st Central branding at different points when managing your policy. Motivo Insurance is the brand you will see when you get a quote, buy your policy and manage your account online through its AI-enabled platform. For some parts of your policy, such as payments or claims, you may receive communications from 1st Central, who manages and services your insurance behind the scenes.
If you see 1st Central in some communications, there is no need for concern, as they are part of the team that supports your Motivo Insurance policy.
Why do some of my documents/emails have a 1st Central logo?
You may see both Motivo Insurance and 1st Central branding during your journey. That’s completely normal.
Motivo Insurance is who your car insurance is with, and it’s the brand you’ll use to manage your policy day to day.
You might also see 1st Central’s name or logo for things like claims or payments. That’s because Motivo is powered by 1st Central, who help look after your policy behind the scenes.
There’s nothing you need to do - 1st Central is part of the team supporting you and your Motivo policy.
Who underwrites Motivo policies?
Motivo car insurance is underwritten by 1st Central Underwriting (previously known as Skyfire Insurance Company Limited).
Both Motivo and 1st Central Underwriting are part of First Central Group. There’s nothing you need to do, the terms of your cover and all associated services will remain the same.