MyFirst provides car insurance solutions 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 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, prompting him to establish MyFirst having raised £10,000 from golf club members. MyFirst utilises software to monitor driving behaviour, providing immediate feedback and rewards for safe driving practices. Sales, which represent gross written premiums, reached £24.3m in 2024.