MyFirst provides car insurance for young people and first-time drivers. The company aims to make insurance more accessible and affordable for new drivers by offering personalised policies and by utilising telematics technology. James Noble was working as a caddie at Wentworth Golf Club, when he came up with the idea to address the challenges faced by young drivers in obtaining affordable insurance, having been through the experience himself. He raised £10,000 from golf club members and launched MyFirst, which utilises software to monitor driving behaviour, provide feedback and reward safe driving practices. Sales hit £38.6m in 2025 and this is their second year in the G100.