ANNA Money, the AI-powered business account that automatically does your taxes, has partnered with Admiral Business to make it easier for small businesses to access insurance at the moments they need it most.
The partnership will see ANNA introduce customers to Admiral Business at key stages in their journey, particularly during company formation and early growth, helping to make sure business owners are protecting what they are building right from the start.
The collaboration brings together ANNA’s expertise in business administration and financial management with Admiral Business’s experience in delivering simple, trusted insurance solutions – creating a more joined-up experience for SMEs. As business owners navigate an increasingly complex administrative and regulatory landscape, including Making Tax Digital, the partnership is designed to help them spend less time on admin and more time growing their businesses.
ANNA’s smart chat-based experience lets customers complete everyday business tasks – sending invoices, tracking payments and managing admin – using simple, natural language rather than navigating multiple menus and screens. Through the new partnership with Admiral Business, customers can now explore insurance options that suit their needs, get information and access a quote through a co-branded Admiral Business experience.
Admiral Business insurance products available through ANNA are designed for freelancers, contractors and small businesses, including public liability, professional indemnity and tools insurance.
Business insurance premiums are also typically tax deductible, meaning they can reduce a company’s overall tax bill. ANNA data shows that nearly one in five customers already log insurance premiums as a tax-deductible expense through the platform, collectively accounting for £12.5 million in premiums over the past year. Because ANNA automatically tracks income and expenses in one place, customers can make sure eligible premiums are accounted for without even having to think about it.
The partnership forms part of ANNA’s strategy to connect customers with trusted, market-leading providers of essential business services, while supporting Admiral Business’s wider distribution strategy to expand through digital platforms and embedded customer journeys.
The collaboration also addresses a significant challenge facing the UK’s small business community. Research by Public First, commissioned by the Association of British Insurers (ABI, 2025), found that many SMEs have not taken out appropriate insurance for the risks they face. Separate ABI research also found that 28% of sole traders have no business insurance at all, while many SMEs remain uninsured against risks they themselves consider significant.
Boris Diakonov, co-CEO at ANNA, said:
“Small business owners don’t need more admin – they need simple access to the services that help them run and grow. Admiral Business’ specialist insurance and top-rated customer service and claims support makes them a natural choice for our customers. Adding easy access to business insurance is another step towards giving entrepreneurs everything they need in one place.”
Emma Huntington, CEO of Admiral Pioneer, said:
“This partnership brings together two areas that often sit separately, business admin and insurance, helping customers take care of both in a simple, joined-up way. By working with ANNA Money, we’re supporting customers where they are, making it easier for small business owners to put the right protection in place and focus on what matters most: running their business.”
Image provided by Canva
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