Chris Birkett, CEO of Winn Group, on scaling a North East success story into a national force.
Founded in 2002 by Jeff Winn, Winn Group began as a regional legal practice focused on personal injury. When Chris joined in 2006, the business employed just 25 people- but its ambitions were already far bigger. Combining legal expertise with his insurance background, the leadership team set out early on to build a national operation.
Today, that ambition has evolved into a fully integrated accident management service. Winn Group supports drivers involved in non-fault accidents with an end-to-end approach-providing replacement vehicles, coordinating repairs and delivering in-house legal support where needed. Additional services, including vehicle storage, medical reporting and rehabilitation advice, ensure customers are supported throughout what is often a stressful experience.
That focus on practical, customer-first delivery continues to underpin the company’s growth. A key milestone came late last year, when Winn Group completed a refinance deal designed to accelerate its next phase. Rather than a sale, the business secured a term loan of £95 million from partners PGIM and Nomura.
“The funding allows us to move faster,” Chris explains. “It gives us the platform to really push on over the next three to four years.”
The impact has been immediate. The final quarter of the last financial year delivered record volumes, and momentum has carried into the new year. “We’ve seen strong month-on-month growth,” he says. “We’re targeting over 28,000 replacement vehicle cases in the next 12 months, which would be another record for us.”
Central to this expansion is a strategic shift in how Winn Group works with insurers. While the company has historically been associated with legal services, it is now positioning itself firmly as a partner to the insurance sector.
“We’re not a litigation-led business in the way people might assume,” Chris says. “In reality, fewer than 4% of our cases ever reach a court hearing.”
Instead, the emphasis is on collaboration which is reflected in a growing number of insurer partnerships. Among them is a new agreement with Aviva, centred on a telematics-based product launching in mid-2026.
Telematics technology, often known as “black box” insurance, captures detailed data on driving behaviour, from speed and braking patterns to impact forces during an accident. While traditionally used for younger drivers, it is now being rolled out more widely.
“If the data shows you’re a good driver, it can actually reduce your premium,” Chris explains. “It’s about creating a fairer picture of risk.”
For Winn Group, telematics also plays a crucial role in incident response. Real-time data allows teams to assess accidents as they happen, including location, severity and potential risk to the driver.
“If we can’t reach someone and the data suggests a serious incident, we can deploy emergency services,” he says. “That’s something we’ve built strong relationships around, and it’s made a real difference in many cases.”
Beyond safety, the technology is transforming how claims are handled. With clear data available from the outset, disputes over liability can often be resolved immediately removing delays and reducing costs.
This aligns with Winn Group’s broader push towards protocol agreements with insurers. These arrangements allow claims to be settled within agreed frameworks, often within 30 days, without the need for litigation. Around half of the UK insurance market now operates with Winn Group under such agreements.
“It’s about transparency and efficiency,” Chris says. “We can demonstrate the savings to insurers, and customers benefit from a much smoother process.”
Internally, the business is also embracing innovation. Investment in automation and AI is helping to streamline administrative processes, increasing capacity without expanding headcount. Over the past year, case volumes within the company’s first notification of loss team have risen by 23%, while staffing levels have reduced against budget.
Even so, Chris is clear that technology has its limits.
“That first interaction with a customer has to be human,” he says. “Every accident is different, and you need that understanding and empathy from the outset.”
Customer communication has evolved alongside these changes. Digital tools, including an app-based portal, WhatsApp messaging and text updates, now sit alongside traditional phone support ensuring clients can engage in the way that suits them best.
Operating a true 24/7 service remains essential, particularly when working with major insurers. It also requires significant infrastructure, from staffing and systems to compliance standards such as ISO 27001.
“If you want to work with the biggest insurers, those things are a given,” Chris notes.
Geographically, Winn Group continues to expand its footprint, with growing operations in Scotland complementing its North East base. Financially, the business remains on a strong trajectory, with turnover expected to exceed £200 million and EBITDA forecast to surpass £36 million.
Looking ahead, the strategy is clear: deepen partnerships, embrace innovation where it adds value, and maintain a strong human focus at the heart of the business. In an industry often defined by complexity, Winn Group is proving that simplicity, done well can be a powerful differentiator.
www.winngroup.co.uk