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Tradesman Saver has expanded beyond its core trades insurance base with the launch of Professional Saver, a new brand aimed at people working in IT and digital roles, as the insurer sets out growth plans for 2026.
The move adds another strand to a portfolio that already includes Electrician Saver, Carpenter Saver and Cleaner Saver. It also comes with a wider refresh of branding across the business, with updated visual identity and positioning for its specialist lines.
Tradesman Saver built its name in insurance for tradespeople, with cover commonly bought by sole traders and small firms. The new Professional Saver brand signals a broader approach that reaches beyond construction and related sectors, while retaining the same online purchase and renewal model.
Broader cover
Across its brands, Tradesman Saver includes features that it presents as part of a value-led proposition. These include 24-hour access to legal support, free mental health counselling, accidental death cover and overseas work cover as standard.
Professional Saver includes additional elements, including business contents and equipment cover, and short term income protection. The offering sits alongside more traditional forms of business insurance, such as public and product liability and legal expenses cover.
The group said its aim is to address insurance needs that differ by occupation, with sub-brands aligned to specific job roles. That structure reflects a wider trend in the UK insurance market, where providers seek clearer segmentation as customers compare policies online and expect more tailored wording and benefits.
Digital model
Tradesman Saver launched 18 years ago and was an early mover in selling specialist cover through a fully digital journey. Customers can quote, buy and renew online at any time, according to the company.
The business reached 10,000 customers in 2019. Growth continued in subsequent years, and the company changed hands in 2024 when Jensten acquired it. Jensten operates as a broking and underwriting group, and has expanded through acquisitions across personal and commercial lines.
Jensten has since itself been acquired by Bain Capital. Tradesman Saver said investment from Jensten has gone into strengthening its digital presence, with a focus on reaching more customers.
Underwriting partner
Tradesman Saver policies are underwritten by Covéa Insurance, the UK division of French mutual Covéa. Covéa holds an AA- (Stable) Standard & Poor's rating, which the company links to financial performance and creditworthiness.
In the UK market, the separation between a brand that sells the policy and an insurer that underwrites it is common in specialist lines. For customers, it can mean dealing with one organisation for purchase and day-to-day servicing, while risk and claims liabilities sit with another.
The company has not disclosed sales targets for Professional Saver, or how it expects the new brand to contribute to 2026 growth. It has also not provided details on pricing, distribution beyond online sales, or the extent to which it will use existing trades customers as a route into adjacent professional segments.
Executive view
Dean Laming, Managing Director for Tradesman Saver, positioned the launch as part of a longer-term strategy linked to the backing of larger owners.
"We've always had a clear goal to become a leading provider of specialist insurance in the UK. To achieve that, we knew we needed greater investment and the ability to scale at pace, which is why the acquisition by Jensten in 2024 was such an important milestone for us," said Dean Laming, Managing Director, Tradesman Saver.
Laming linked the introduction of job-specific brands to the company's attempt to broaden its reach beyond its traditional base.
"As the business has evolved, our brand needed to evolve with it. The launch of these targeted sub-brands for key job roles, including those working in IT and digital, shows we're serious about supporting more of the UK's traders and professionals, while our refreshed look and feel is a sign of our ability to compete effectively amongst established brands. We have real credibility and confidence embedded in the business today," said Laming.
He also argued that cover quality matters more than headline price for many buyers.
"While price plays an important role in customer buying decisions, the cheapest policy doesn't always deliver the right level of cover. What matters most is having insurance that provides comprehensive protection, backed by a professional partner who understands the unique challenges and working environments faced by tradespeople," said Laming.
"Our focus has always been on delivering value, not just low prices, ensuring customers have the protection they need for every part of their work. As such, these recent changes in the business make a clear statement about our commitment to quality, clarity and specialist cover that goes above and beyond to help those who need it," said Laming.
Tradesman Saver said it plans further growth through its expanding set of occupation-focused brands, including Professional Saver and Electrician Saver, as it targets more sole traders and small businesses buying specialist insurance online.