We're Stella

Mission-led, authentically different and
passionately pro-women

Unapologetically for women

We’re a purpose-driven insurance brand with one aim: to focus on levelling the playing field for women. That’s why we’re delivering insurance solutions that are adapted and tailored to the needs of women.

We want to empower customers and humanise insurance which is clearly no small challenge. But we’re bringing a wealth of experience and passion to the table to help enable this.

The world moves forward when we work together, as partners, allies, equals. That’s why we partner with like-minded people and organisations creating a community to drive actionable change for women. A portion of our profits is given to women focused charities and organisations with a shared vision to help improve the lives of women.

We’re passionate about challenging the status quo, championing equality and building products for a fairer world. We’re starting with insurance. Come and join us.

Pet insurance for women

Behind every
great woman

Is another

Our vision

A world with gender equality.

We’re striving for a world that embraces gender equality, both socially and economically. That means changing the status quo for women today, and for generations to come.

Our mission

To disrupt the system, empower women and enforce change.

Our why?

To change the game for women, starting with insurance and financial services.

Stella wants to reimagine insurance processes, products and purpose that reflect women’s perspectives and needs. And, therefore, create a fairer, better world.

Sam White

Our founder and CEO

Sam White

At 24, I rebuffed conformity and set up my first insurance company, acutely aware that it was traditionally considered a male-dominated, almost-sterile industry. The irony wasn’t lost on me…

Over 20 years, I’ve built a number of businesses in the UK, turning over in excess of GBP 18 million and employing over 200 people. I believe in building businesses that work for everyone: the people they employ, the communities they operate in and the customers they serve… I passionately believe that we need more women in this environment, in the financial services sector, and in politics. Why? Whoever controls the money makes the rules. Which leads me to Stella; a brand that’s thinking differently.


With a vision to create a more equitable world for women, we’re building a community and partnering with like-minded charities to enable this. 


With 1 in 4 women experiencing some form of violence from an intimate partner we knew this was a movement that we as a business needed to support.

Did you know we lose 1 woman every hour in Australia to heart attack, that’s 24 a day to a condition that is 80% preventable. We wanted to support Her Heart to improve women’s health outcomes.

One Roof

One Roof is a community platform and virtual network that’s dedicated to help members who are entrepreneurial women to build thriving businesses and provide resources and support along the way.

freelancing gems

Stella partners with Freelancing Gems to help support women at work to get seen and be rewarded fairly. Watch the Power online masterclass replays – co-created by Stella and Freelancing Gems.

women's agenda

Stella teamed up with Women’s Agenda to launch a 6-part podcast series: It Takes Boobs. The series explores stories of resilience from women across industries and celebrates strength and grit through a lens on gender stereotypes.

the parenthood

Stella joins The Parenthood alliance to help prioritise support for parents, children and families across Australia and create a better future for working parents. Because it’s only when parents are supported children can thrive.

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