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By Miles
By Miles is the UK’s first real-time pay-by-mile car insurance provider. As of 2022, the company had insured a quarter of a billion miles of driving. By Miles has attracted significant media coverage and won industry awards for its usage-based insurance pricing model.

Founding and early history
By Miles was founded by James Blackham and Callum Rimmer in 2016 and formally launched to the public in 2018. The company was originally called Just Miles, however, after a legal challenge from a larger firm, the name was changed to By Miles.

Between 2018 and 2020, By Miles received over £22m of investment from venture capital investors including CommerzVentures, Octopus Ventures, JamJar Investments, InMotion Ventures (Jaguar Land Rover’s venture capital fund), Insurtech Gateway and Hambro Perks.

In 2020, By Miles also became the first Insurtech in the UK to gain authorisation from the Financial Conduct Authority to access Open Banking APIs.

Place within the car insurance landscape
By Miles is an example of usage-based insurance (UBI). As with other companies operating in this space, By Miles uses telematics to collect data on their customers’ driving which informs pricing. Whereas some usage-based insurance providers focus on the length of time a vehicle is used for, or how well data suggests it has been driven, By Miles only considers mileage.

This is a notable departure from industry norms. As Experian notes: "Annual mileage isn't necessarily a major consideration in setting insurance rates. In fact, policyholders driving 30,000 miles per year paid just 1% to 3% more on average than those driving 10,000 miles per year ."

The idea of mileage based-pricing is not new to car insurance. In the UK, Norwich Union (now Aviva) abandoned its mileage-based offering in 2008, as customers didn’t sign up at the rate the company had initially projected.

During the lockdowns caused by COVID-19, UK drivers drove significantly less than normal. Only 21% of car insurance providers offered customers refunds or discounts on this basis. The controversy around this matter led to some favourable customer reception for the pay-by-mile model .The cost of living crisis seen in the UK since January 2022 has also led to a dip in car use.

Other services
In 2019, By Miles launched the world’s first ‘connected car’ policy, allowing for the real-time collection of data directly from a vehicle’s odometer without any extra hardware. In 2022, By Miles expanded on this work with the launch of its By Miles Connect platform. To date the platform is compatible with smart cars from ten manufacturers including Mercedes, Ford and Tesla.

Forbes has noted that it is likely that in the near future liability for accidents caused by Level 5 automated cars will lie with the vehicle manufacturer rather than the owner. Blackham has hinted that the By Miles Connect platform will at some point be used to collect real-time data around whether cars are being driven or are in a self-driving mode, and that this will become a factor in By Miles pricing.

Campaign work and research
Outside of the insurance space, By Miles has campaigned for the adoption of usage-based charges in other areas of driving, notably Vehicle Excise Duty (commonly referred to as road tax). ‘The Low Income Penalty’, a research report undertaken by the company in conjunction with The University of Manchester, found that under current laws low income drivers (who drive four times less than higher earners) are effectively paying triple the amount of road tax compared to wealthier road users.

Blackham was quoted in The Express as saying: ''“Flat rate car tax is not fit for purpose in a modern society. Motorists that understand the damaging effects of congestion and pollution should be rewarded for driving less ."''

In 2017, By Miles began petitioning the UK Government to consider a switch to pay-by-mile road tax, also providing evidence for a 2021 Parliamentary enquiry into road pricing. The Government has since expressed interest in revising the way road tax is charged. In 2020 Rishi Sunak was quoted as being “very interested” in adopting usage-based road pricing.

Awards and recognition
By Miles has won various industry and business awards, including:


 * Insurtech of the Year, 2022 at the UK FinTech Awards.
 * Consumer Finance Product of the Year, 2022 at the FSTech Awards.
 * Car Insurance Provider of the Year at The Insurance Choice Awards in 2019, 2020 and 2021.
 * Best Insurance App at The Insurance Choice Awards in 2019 and 2020.
 * Modern Insurance Magazine Customer Service Excellence Awards in 2019 and 2020.
 * Insurance Times Claims Excellence Award 2019.
 * Plain English Award 2018 from the Plain English Campaign.