Admiral Insurance was was launched in 1993 in Cardiff initially as a car insurance provider. Their aim was to provide insurance to a wider range of people by providing low cost motor insurance for those who drive performance cars, younger drivers and people living in cities. Admirals insurance sells personally over the telephone and through the Internet. The first website went live in October 1995 making Admiral the first direct insurer in the UK on the Internet. Since their launch, Admiral has diversified into insurance for home, pet, travel, life, van and motorbike insurance.