Founded in 2005 by Sir Peter Wood as part of the esure Group, Sheilas' Wheels was initially launched to cater specifically to female drivers, operating on the premise that they were a lower insurance risk. The brand quickly became famous for its distinctive pink marketing and memorable advertising jingles. While it has since broadened its customer base to include all drivers, it maintains a strong brand identity. The company's core mission is to provide straightforward and reliable insurance. All policies are underwritten by its parent company, esure Insurance Limited.

Founded in

United Kingdom