Pedalsure is a UK-based cycling insurance specialist, operating since 2014. They offer comprehensive insurance covering theft, accidental damage, personal liability, and overseas travel for cyclists. Their services include coverage for road bikes, accessories, and personal injury, with options for family cover and price matching[1][2]. The target audience is cyclists across the UK. Pedalsure's unique selling proposition is their focus on cycling insurance alone, providing specialized, competitive pricing, and excellent customer service, earning them an "Excellent" rating on Trustpilot[1][2].