The Perry Appleton Group Originated as Two Separate Firms:


Perry Hawkings, predominantly a financial services company founded in Milton Keynes in 1981, moved to Rugby in 1986.


Appletons, formed in 1945 and originally based in Northampton, specialised in commercial insurance relocated in Rugby in 1985.


Perry Appleton – Established 2000

The two businesses soon began to pool their complementary expertise and formally merged in 2000. Since the merger the group has grown from strength to strength, adding a dedicated Personal Insurance department and acquiring additional personnel to complement the rapid expansion in the Commercial and Financial Services divisions.

Plans are in place for further expansion to ensure the Perry Appleton Group maintains a strong presence in the marketplace. This will enable us to maintain and enhance the high levels of service we pride ourselves on providing.

Our Business & Ethos

Unlike a number of our competitors, we feel that your future point of contact should be with the person with whom you have negotiated your policy. This will not only ensure continuity but also that the advice you receive is consistent, expert and on a personal basis.

There has been a move in the insurance and financial service sectors away from personal service towards customer help-lines. We firmly believe that this is NOT the way that you should expect your insurances and financial businesses to be managed.

To us, clients are never policy or account numbers, we get to know them personally and to understand their business and particularly what is required and expected of us in order to provide an exceptional service.

The majority of Perry Appleton’s new business comes by way of referrals and recommendations from our existing clients, which we believe is the clearest demonstration of our commitment and expertise.

In addition to normal day-to-day business contact, we keep in touch by sending clients email newsletters and maintain a dialogue with insurance company representatives by holding regular, informal discussion sessions.

Clients and insurance company staff and underwriters, along with other professional connections, are invited to Perry Appleton’s social events, ensuring a healthy cross-fertilisation of ideas.

We have invested consistently in computer systems with the aim of becoming an increasingly paper-free environment. Our on-line and on-screen capability gives us access to better deals and higher levels of service from our partner insurers.

For our insurance clients, this means faster processing, especially when it comes to claims, and invariably better terms.

For clients who use our financial services arm, it means that the majority of quotes and policy documents are originated in-house and, in most circumstances, access to their pension details.

»Explore the insurance services we have to offer

Get In Touch

Perry Appleton Group

The Elms
3 Newbold Road
CV21 2LQ

Telephone: 01788 820500
Email: info@perryappletons.com

Alternatively, fill out this form and we will get back to you as quickly as possible:

Fields marked * must be completed



Mark Batchelor
Operations Director
Häfele UK Limited

Häfele is an internationally trusted name, supplying furniture fittings, ironmongery and hardware to the trade. The Company was registered in the UK in 1980 and over the last 35 years have worked with a number of different insurance brokers. In 2002 the Company was introduced to Perry Appleton and very quickly a personal and valued business relationship developed. Given the sound reputation that Perry Appleton held in the town, Häfele decided that there may be benefits in working with a more local company that could still offer an extensive range of professional insurance knowledge.

Having worked with a series of larger organisations, where we experienced a lack of continuity as far as account managers was concerned and feeling this had led to a reduced understanding of our business needs; the personal approach demonstrated by Perry Appleton was very reassuring. The decision to appoint Perry Appleton as our insurance broker has not been regretted and the relationship has strengthened over the years working together.

The continuity of the team at Perry Appleton has been a major influencing factor in the retention of the partnership, as I personally feel that the account manager – client relationship is of paramount importance. I have worked exclusively with our account manager for the last 8 years and have been reassured throughout, in his knowledge and understanding of our business and business needs. The support provided by the entire team has also been available whenever and wherever required.

Insurance and all that goes with it only features as important the day you need to call upon it but we have always felt well guided by our brokers and the selection of policies in place. The Perry Appleton team have an excellent ability to make insurance matters relevant, easy to understand and they actively remove the burden that can otherwise be associated with the subject.

Perry Appleton Financial Management Limited

Chartered Financial Planners

Chartered titles are jealously guarded by professional bodies and are not awarded lightly. The title Chartered Financial Planners is a public declaration that the advice given by our firm is of the highest quality,

is based solely on the researched needs of the consumer, and is provided by someone not exceeding their level of competency.