Specialist intermediary Surewise has launched what it says is the UK's first television advertising campaign for mobility scooter insurance. The move aims to close a "serious awareness gap" in cover, director Richard Hannan said. The launch comes as the category faces rising casualty figures, a growing user base, and a government review of decades-old vehicle laws.
Hannan said: "We know there is a serious awareness gap around mobility scooter insurance in the UK. Many users don't realise cover exists until something goes wrong, even though a stolen or damaged scooter can have a huge impact on someone's independence and daily life."
"We ran a survey which found 61% of users were uninsured, and almost a third (28%) were unaware insurance is available," he said.
Department for Transport figures cited by rival mobility insurer ETA show mobility scooter fatalities rose from nine in 2022 to 16 in 2023. Serious injuries climbed from 64 to 80 over the same period. Surewise said common claims include accidental damage from collisions, potholes and kerb drops, plus theft of scooters costing around £1,500 to replace.
Demand for mobility scooters is expected to grow as the UK population ages, increasing the pool of users exposed to the cover gap, Surewise said. ONS projections show the number of people of pensionable age in the UK will rise to 15.3 million by mid-2049, or 23.7% of the population. That would make pensionable-age residents the fastest-growing life-stage group in the country over the period.
The Department for Transport ran a 12-week consultation, closing in March 2026, on modernising 40-year-old powered mobility device laws, including those covering mobility scooters. Isabelle Clement, director of disability charity Wheels for Wellbeing, said existing laws create confusion, restrict market innovation and limit disabled people's freedom to travel.
The TV push is Surewise's strategic bet that the category has reached enough scale and consumer awareness to justify mainstream advertising spend, the company said. Surewise targeted a mass audience of over-60s, as well as younger adults who help manage parents' insurance, with policies starting from £3.80 a month.
Hannan said: "Mobility scooter insurance has traditionally been a low-profile category. It's taken a long time for a specialist provider like Surewise to reach the scale and confidence to invest in a national television campaign, but we believe the market has now reached that point."
"Nobody has really communicated these messages at scale before: mobility scooter insurance exists, it is affordable, and protecting your independence is worth thinking about before an incident occurs rather than afterwards," he said. "We wanted to be the first brand to establish ourselves as the insurer which provides this protection in the minds of UK consumers – and we're proud to be the first to take that message onto mainstream television."
The advert was produced with TV and video advertising agency Happy Hour Productions and filmed on Vale Street in Bristol, reported to be the UK's steepest street. It is set to air across ITV channels, YouTube and social media.
