We’re made by our people

At DNA, we prize one thing above all else: our people. We know it’s our straight-talking team and our hard-working customers who make us one of the highest-rated motor trade insurers you can find – so we always put people first, and sales second.

Ever since the company was first set up back in 2003, we’ve stood for honesty. For no nonsense. For genuinely helpful service. Our goal is to get you the best motor trade, business or bespoke personal insurance we can, as fast as we can – and our team’s brilliant at it. (If you need proof, just look at our reviews.)

These days we’re part of the Howden Group, which means we’ve got access to some of the best deals out there, from a stellar network of underwriters. But we’re still the same frank and honest team we’ve been since the start – co-founder Danny (brightest teeth in Romford), level-headed Dave, Wes “the fixer” for trickier customers, Charlee here for life, James (Danny’s son) literally making us a family business – and everyone else, too.

And we know it’s people like our team that keep customers like you coming back year after year. So if you’re after honest insurance that saves you time and money, just give us a call. We’ll make it worth your while.

With us, what you see is what you get

  • Refreshingly honest brokers
  • Genuinely affordable cover
  • Challenging customers helped where we can
  • Skilled account handlers, with 24/7 claims helpline
  • Hand-picked cover from a five-star network of insurers
  • Only the insurance you actually need
Give us a bell for a no-nonsense quote:
01708 988 952
Or use our quick online quoting system:

It all started in 2003...

From our inception nearly 20 years ago, to joining the Aston Lark family, our business has gone
from strength-to-strength. And we’ve had a lot of fun too along the way…


DNA was formed by Danny Imray (our current MD) and Alf Costa. Despite Danny’s best attempts at fooling people that DNA is a latin acronym, it simply means ‘Danny N Alf’.


DNA moves from their first office in Chadwell Heath to a bigger, open plan premises (and our current HQ) in Romford, Essex.


Further expansion of the business sees us open up a satellite office in Southampton to focus on our Commercial Division, headed up by Dave Hambridge.


Danny tries his hand at acting, with DNA producing a series of spoof insurance videos, named ‘Essex Boys Insurance’. You couldn’t make it up. Proof here that insurance is anything but dull when DNA is involved.


We launched our (short-lived but loved) mascot, Dina the Dinosaur. Those not hitting sales targets are forced to parade the streets of Romford wearing the suit (joke).


DNA is acquired by Aston Lark, one of the UK’s top five independent Chartered insurance brokers, enabling us to offer even better service.

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