Sheila's Wheels Insurance

Despite the common misconception, Sheila's Wheels Insurance is not actually an Australian company. Far from it. In fact, Sheila's Wheels Insurance was born out of one of the most successful insurance stories the UK has ever seen. Way back in 1985, Peter Wood set out to revolutionise how insurance was sold when he set up Direct Line Insurance. Following great success there, he followed this up with Privilege Insurance and Esure Insurance. Sheila's Wheels Insurance was born out of Esure with the premise of serving female drivers looking for car insurance.

As you can see, the heritage of Sheila's Wheels Insurance is anything but Australian. The name, Sheila's Wheels, actually comes from the strength of the fact that in Australia, one woman's name is used as a reference to all women; "Sheila". Like it or loathe it, the brand was launched with a prominent advertising campaign designed to target its desired customer base of female drivers and establish Sheila's Wheels Insurance as a household name.

The premise behind the Sheila's Wheels Insurance brand is to target a low risk market (women drivers) and offer lower premiums on the back of that. It also allows Sheila's Wheels Insurance to shape their policies specifically for these customers. Sheila's Wheels Insurance have targetted this market because of their lower number and value of claims as well as a propensity to obtain a lower number of motoring convictions.

Sheila's Wheels Insurance is underwritten by Esure Insurance Limited. This puts Sheila's Wheels Insurance in the same stable as other prominent insurance brands such as Halifax Insurance and First Alternative Insurance.