About Us

The Beginning...

In 1992 Automotive Marketing Services Ltd established an insurance division which in 2000 was incorporated separately.

The company developed its unique, full-value GAP insurance products under the brand Asset Secure® and introduced the first combined Finance Shortfall and Vehicle Return to Invoice product called GAP Plus to the UK.


AMS under its Asset Secure® brand is a major provider of full-value GAP products to motor dealerships, insurance brokers and finance companies throughout the UK.

We have seen the UK market grow dramatically over the years with some 30% of new and used vehicle buyers purchasing GAP Insurance, and believe that we have the most comprehensive and cost effective GAP insurance solution in the market today.