About Us

We are loveit coverit, an award-winning, UK-based insurer providing a range of cover for travel, mobile phone, gadgets, and more, at highly competitive prices. – supporting our commitment to quality service.

Published: 25th August 2022
Last modified: 17th March 2023
Published: 25th August 2022

Last modified: 17th March 2023

Our History


loveit coverit was created in 2016 to challenge the established brands in the mobile phone insurance market and offer a credible, affordable alternative for customers. At a time when the cost of new smartphone models was on the rise, we saw a need to offer quality protection for those that invested their money in these products, helping them to cover their costs and gain greater peace of mind.

From smartphones, we have expanded into all forms of personal electronic gadgets, offering policies for laptops, tablets, smartwatches and games consoles. Wherever a gadget has value to a customer, we want to be there to ensure they have the cover they need.

In 2022, we diversified our products to include comprehensive travel insurance for UK customers on our website, extending our award-winning service to an entirely new market.

A legacy of quality

As a trading name of Pier Insurance Services Ltd, loveit coverit is backed by over 20 years of experience. Pier Insurance was created in 1999 as a consumer-friendly alternative to high-street insurers, with a board comprised of telecom experts, industry leaders and insurance specialists.

Our Team


Mark Gordon

Founder & Director

Founder & Director at Pier Insurance, loveit coverit is a Division of Pier Insurance Managed Services Limited.



Simon Harvey

Operations Director

Manage daily business operations to ensure quality results and customer service from all teams.


Our Philosophy


We’re an insurer that genuinely loves our customers and strives to go above and beyond to provide both outstanding cover and a friendly face of insurance. We believe that everyone has the right to get affordable, quality insurance for the things they care about and we exist to make that happen.

Why choose loveit coverit

Rated Excellent on Trustpilot

With over 3000 reviews on Trustpilot and a score of 4.8 we’re proud of our Excellent rating.

5-Star Feefo rating

Our Feefo Platinum Trusted Service Award and high rating attest to our superb customer service.

Over 1 million policies sold

Protect what matters most with the insurance brand that has served over 1 million customers.

30+ years insurance experience

Get the coverage you need from the insurance experts with over 30 years of experience.

14-day money back guarantee

Get the insurance coverage you want, with the flexibility of a 14-day money back guarantee.

UK based customer service team

Peace of mind, just a phone call away – our UK based customer service team is ready to help.

Accreditations and certification

loveit coverit and Pier Insurance Managed Services Ltd are regulated by the Financial Conduct Authority. You can review our credentials here.

We’ve been awarded a Platinium Trusted Service award by Feefo year on year. This is given to brands that consistently deliver an exceptional experience for their customers – those that are genuine and always go above and beyond. And our Trustpilot score speaks for itself!

An award-winning service

Check out our reviews to see what our customers have to say about loveit coverit.

Feefo Rating4.7 / 5
Feefo Rating 4.7/5 Stars
TrustScore4.8 / 5
TrustPilot Rating 4.8/5 Stars

Google Reviews

Google Reviews

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