Lexham Insurance strengthens customer experience and accelerates transformation within APRIL Group

Founded in 2000, Lexham is a British motor insurance broker specializing in niche insurance products, and primarily motorcycle insurance. With nearly 300 employees across its group of businesses, Lexham has established itself as a leading player in its specialist markets. In 2024, Lexham joined APRIL Group, sharing the same entrepreneurial culture and a strongly customer-centric strategy, as well as significant synergies with the Group’s other two-wheeler specialists: APRIL Moto (France) and Pont Grup (Spain).

James, how is the UK two-wheeler market evolving today?
We estimate that there are roughly 1.3 million motorcycles in the UK, with around 100,000 new vehicles being registered each year. Our risk profile doesn’t include supersport bikes, and so our target market is smaller.

The last 10 years have seen a significant amount of change in the UK motor insurance market; particularly in terms of regulation.

Despite that, we’ve been able to grow our market share to circa 10% of the total market.

Although the business has expanded its footprint to offer cover policies in a number of other niche areas, smaller capacity vehicles for commuters in inner cities is still very much a focus.

Could you tell us more about Lexham, its organisation and specificities?

Much like APRIL, Lexham operates through several specialist businesses*. In partnership with our lead insurer, we operate as a full-service provider across the entire value chain — from product design and distribution through to claims handling, as well as mobility and personal injury solutions. Our aim is to manage all aspects of the customer journey and, by extension, the value proposition.

What were your main achievements in 2025?

In 2025, we invested heavily in digital transformation and customer technology platforms, with a particular focus on customer retention. We launched several major initiatives, including the digitisation of renewal documentation, the implementation of an automated payment link, and a new IVR system designed to streamline the customer journey and better support our policyholders.

We also deployed a real-time website translation tool to help remove language barriers and better support vulnerable customers. Alongside these initiatives, we undertook a complete rebuild of our operations and broking division, while also launching a leadership development and management coaching programme.

All of these projects form part of our wider Spring 27 strategic roadmap, and we’re very happy with the work we’ve done.

What are your main priorities for 2026?

2026 has started at pace, with significant investment in server infrastructure and the rollout of a new telephony platform, as well as the rollout of our new online policy validation tool, designed to strengthen underwriting controls while also helping to detect potential fraud risks.

The major upgrade in our telephony platform strengthens our capabilities through an improved user interface, enhanced customer journey management and better use of customer data, while also supporting our operational efficiency objectives.

At the same time, we will continue to focus on improving the customer journey, building on the progress achieved last year in customer retention and renewals. Key priorities include the continued development of our customer self-service offering, the enhancement of our app and customer portal, and the review of our finance offering to ensure both competitiveness and regulatory compliance. Like many other parts of the group, 2027 will see a key focus on the deployment of AI-driven solutions, and we’re excited for the possibilities and opportunity this fast-evolving technology has to show us.

* Lexham Group entities
Lexham Insurance Consultants (Broker & MGA)
LXM Management (finance solutions)
Marble Arch (technical claims handling)
Lancaster Gate Assistance (motorcycle claims, hire and repair services)
CAM Legal Services (integrated legal services for customers injured in road traffic accidents)