New business insurance leads: new companies with premises and a website

How can an insurance broker find newly formed businesses that will need cover? A shell company needs no insurance; a new café, a builder or a care agency needs employers' liability, public liability and contents in its first weeks.

Measured on 20,000 real companies that our model had never seen, followed for three years, including the ones that closed. How we know

Start freeSee a sample weekHow we compare

Of the 15,020 companies incorporated in the UK last week, Salenovo picks out the ones with a verified website or registered premises (10,421 and 1,925 respectively among companies formed in the last 8 weeks) and the sectors that carry risk.

What you get

Premises, not paperwork

A registered food premises with the council, or a verified website with a trading address. Both are signs of a business that exists in the physical world and needs cover for it.

Sector first

Last week's new companies included 1,217 in construction, 1,106 in hospitality and 466 in health and social care. Filter to the trades you write.

First to the renewal cycle

Reach them in the first month, before a bank, a landlord or a trade body introduces someone else. Once the first policy is placed, the renewal is the incumbent's.

Clean data

No director names or home addresses to worry about under GDPR. Public register data and the company's own website, with a source on every row.

Why a ranked lead is worth more than a raw one

Half of new companies don't last, and most never trade. Of the 1,178,421 companies formed in the UK at their own address between January 2022 and September 2023, 49% were no longer on the register three years later and only 35% had ever filed trading accounts. That's the Business Survival Index, council by council. A list of every new company is mostly companies that will never trade, and half of it will be gone within three years.

We tested it. We took 20,000 companies formed in 2022 and 2023, ranked them with a model that had never seen them, and followed every one for three years, including the ones that closed. 89% of the new companies we ranked highest were still registered three years later. For all new companies it was 49%, and for the ones we ranked lowest 27%. Over those three years a company we ranked highest spent 27 months trading. The average new company spent 12. That's 2.3 times the value per lead. See the full comparison, and what it's worth to you.

Why 49% here and 51% in the Business Survival Index: this test is a random sample of every company formed in 2022 and 2023, including those registered at formation agents' addresses, which close more often. The index counts companies at their own address only. Both are measured the same way, three years after each company was formed.

Salenovo's score is built on outcomes like these: companies followed from the day they were formed to whether they went on to trade. Tested on companies it had never seen, the top band (A) went on to trade 67% of the time and the bottom band (E) 15% (method and held-out results). So the top of each week's list is the companies most likely to be trading next year and the year after: clients who need their accounts done every year, not a name that's gone by the time you call.

A worked example: Chelmsford

Chelmsford last week: 35 incorporated, 15 expected to trade; over the last 8 weeks, 19 verified websites and 2 registered food premises. See the Chelmsford page, see a real week's list, or compare any area.

Against what you do today

Business-to-business email to a limited company or LLP is permitted under PECR without prior consent, provided you say who you are and offer an opt-out. Every row says where the address came from. No director names, no home addresses.

Your first week

1. Monday: the digest arrives, ranked A to E, with sector and the signals that matter to you: verified website, registered premises.
2. Filter to the trades you write: construction, hospitality, care, retail, personal services. Skip property vehicles and holdings.
3. Open the website or note the premises; the first line of your message is the trade and the town.
4. Offer a quote in ten minutes by email to the generic mailbox, or a letter to the premises for food businesses.
5. Log replies; the company is re-checked at 7, 14, 28 and 56 days and reappears if it opens premises later.

Two short messages that work (an email and a letter) and the one line that matters for your trade are on the templates page.

Questions

Which new businesses need insurance first?

Anything with staff (employers' liability is compulsory), anything with customers on the premises (public liability), and anything with a shop, workshop or kitchen (contents and business interruption). That's hospitality, construction, retail, care and personal services, and Salenovo lets you filter to each of them.

How do you know a new company has premises?

For food businesses we match the company to the local council's food hygiene register, which lists the trading address and the inspection status. For others, a verified website with a trading address shown on it. A registered office alone isn't treated as premises.

Can I get only construction or only hospitality companies?

Yes. Every list can be filtered by sector (SIC section), by council and by signal (verified website, food premises, likely to trade).

Does the list contain personal data, and what am I allowed to do with it?

No director names, no dates of birth, no nationalities, no home addresses and no personal email addresses: the list is about companies, not people. That matters for you as well as for them. When an organisation gets personal data from somewhere other than the person, UK GDPR says it has to tell them who has it, why, on what basis and where it came from, within a month or at first contact. A bought list of named directors starts that clock for the buyer. A list of companies never starts it. What you get instead is the registered office laid out for a letter, the company's own website once we have checked it is theirs, and the generic mailbox shown on it (info@, hello@), never a named person's.

So can I email these companies?

Yes, if they are limited companies or LLPs. The ICO treats those as corporate subscribers under PECR, so you may email them without prior consent as long as you do not conceal who you are and you give a valid address to opt out. Sole traders and ordinary partnerships are different, and need consent or the soft opt-in; everything on our list is a limited company or an LLP. Two things are yours to do whatever the list says: stop the moment somebody asks, because the right to object to direct marketing is absolute, and screen numbers against the TPS and CTPS registers before you ring. The ICO fined one company £160,000 in May 2026 for calling registered numbers.

Where does the data come from, and can a company be removed?

The Companies House public register, the Office for National Statistics, the Food Standards Agency, the Environment Agency and police.uk, all under the Open Government Licence, plus each company's own public website, fetched by a crawler that identifies itself and obeys robots.txt. Every row carries its source and the date. Any company can ask to have its contact details, or its whole record, taken out: salenovo.com/remove, honoured within five working days. Our own privacy notice is at salenovo.com/privacy.

Method and accuracy: how the numbers are made. Incorporations from the Companies House public register, mapped to councils with the ONS Postcode Directory; "expected to trade" from the historical outcomes of 2.5 million companies formed in 2022, 2023 and 2024, by formation address and sector; websites verified by fetching the company's name-matching domain and checking it against the company; food premises from the Food Standards Agency's register. All Open Government Licence. Every row in the paid list carries its source and date.

For selling at the premises: a daily file

The weekly list is new companies, most without premises yet. For a desk that sells to a business the week it moves in, changes hands or is about to open, there is a daily file instead: the daily premises file for commercial insurance brokers. Each is the same registers read for that desk, graded, with the reason to ring, a landline or mailbox where one is public, and last week's rows on the page. £250 a month for a region or £1,000 for Great Britain, monthly, stop at any month's end, and the first two weeks are free. The weekly list and premises data side by side.

Other uses: Accountants & bookkeepers · Web, design & marketing agencies · Hospitality & food-service suppliers · Lenders, brokers & fintech · Commercial property & serviced offices · B2B suppliers: telecoms, payroll, EPOS, merchant services · Councils, LEPs & business improvement districts · Business owners