Grant Thornton advises Marmalade Limited Marmalade Limited has been sold to The Ardonagh Group

March 2021
Marmalade Limited
Adviser to Marmalade Limited on their sale to The Ardonagh Group
Grant Thornton team
Sell side
Corporate finance
Flag of the United Kingdom

We are delighted to have advised Marmalade Limited on their sale to The Ardonagh Group.

Marmalade is the UK’s leading provider of motor insurance to young people, specialising in policies for drivers aged under 34. Since the business was founded 15 years ago it has continued to look for innovative solutions to make the journey easier for parents looking to get their young driver on the road both before and after they pass their test 

Marmalade was acquired by the Ardonagh Group’s Atlanta business; the UK’s leading digital multi-brand personal insurance broker. 

We worked with the shareholders to identify a select pool of potential buyers who had the capability to maximise the potential of the Marmalade business and build on the successful platform established by the shareholders, whilst also providing the right cultural and strategic fit. 

Our team took a hands-on approach to supporting management in preparing for the process, including utilising our expertise to ensure the underlying financial analysis supported the value proposition in the Information Memorandum 

Leveraging our wide insurance sector network, we generated significant interest in the business and delivered a deal that exceeded the shareholders’ valuation expectations 

Having selected Ardonagh as the preferred acquirer, we led negotiations on behalf of the shareholders, ensuring that the value of Marmalade was fully understood and that the deal was structured so as to optimise the opportunity for both Marmalade and Ardonagh. 


The Grant Thornton team showed exceptional commitment throughout, despite a challenging socio-economic environment, negotiating extra value in the deal and successfully guiding us through to complete what I’m confident is the right transaction for the business, its people and clients. Grant Thornton’s support and guidance throughout the process was invaluable.

Crispin Moger CEO and Co-founder, Marmalade Limited

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