The AA
A UK motoring organisation offering breakdown cover, insurance, driving school and route planning.
The AA at a glance
The AA is an automotive website and one of the most visited sites in United Kingdom, currently ranked #198 in the country. It was founded in 1905 by Automobile Association founders and is headquartered in Basingstoke, UK. Today The AA is owned by AA Ltd (TowerBrook / Warburg Pincus). Our estimates put its audience at ≈ 20 million visits per month. The business earns money mainly through membership fees, insurance commissions, driving school fees. Its closest rivals include rac.co.uk, greenflag.com, autotrader.co.uk.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 18.8 million / month | +2% |
| Q2 | ≈ 19.4 million / month | +3% |
| Q3 | ≈ 20 million / month | +3% |
| Q4 | ≈ 21.2 million / month | +6% |
Traffic sources
- Direct44%
- Organic search38%
- Paid search10%
- Referral5%
- Social3%
Audience & demographics
- Men68%
- Women32%
- Age 25-3428%
- Age 35-4427%
- Age 45-5421%
The audience is concentrated in United Kingdom, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United Kingdom86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 6 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United Kingdom
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| the aa | 1 | Very high | Dominant |
| used cars | Top 10 | High | — |
| car prices | Top 10 | High | — |
| car reviews | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United Kingdom web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 70% mobile
- Position in country
- Among the leading automotive apps in United Kingdom
Company information
- Website
- theaa.com
- Sector
- Automotive
- Owner
- AA Ltd (TowerBrook / Warburg Pincus)
- Owner type
- Private company
- Founders
- Automobile Association founders
- Founded
- 1905
- Headquarters
- Basingstoke, UK
- Employees
- 6,000+
- Ownership
- AA Ltd (TowerBrook / Warburg Pincus) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.3 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.3 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
The AA operates an automotive marketplace focused on United Kingdom. A UK motoring organisation offering breakdown cover, insurance, driving school and route planning. Revenue comes mainly from membership fees, supported by the other lines listed below.
- Membership fees
- Insurance commissions
- Driving school fees
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United Kingdom
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United Kingdom)
- #198 in this index
- Sector rank
- Leading automotive site in United Kingdom
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| rac.co.uk | ≈ 12 million / month | #199 class competitor | — |
| greenflag.com | ≈ 9 million / month | #200 class competitor | — |
| autotrader.co.uk | ≈ 6 million / month | #201 class competitor | — |
What is The AA?
The AA (theaa.com) is an automotive marketplace serving users in United Kingdom. A UK motoring organisation offering breakdown cover, insurance, driving school and route planning. It ranks #198 among the most visited websites in the country in this index, within the automotive category.
Who owns The AA?
The site is operated by AA Ltd (TowerBrook / Warburg Pincus), founded by Automobile Association founders. The company was established in 1905 and is headquartered in Basingstoke, UK. It employs around 6,000+.
Traffic and audience
Traffic estimates place The AA at roughly 20 million visits per month, about 0.7 million per day. Around 70% mobile of sessions come from mobile devices, and visitors view about 8.1 pages per visit with an average session of 7 min.
How The AA makes money
Revenue comes primarily from membership fees, alongside insurance commissions, driving school fees.
Competitors in United Kingdom
Its closest rivals include rac.co.uk, greenflag.com, autotrader.co.uk.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1905
The AA is founded in Basingstoke, UK.
- Growth phase
Expands its automotive offering and moves to a mobile-first product.
- Today
Ranks #198 among the most visited websites in United Kingdom.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Deepest local vehicle inventory
- Detailed specification and price comparison tools
- Dealer and private listings side by side
- Financing and insurance partners integrated
Cons
- Dealer listing costs are high
- Price data can lag the real market
- Vehicle history checks are a paid add-on
- Regional coverage uneven outside big cities
Key statistics
Frequently asked questions
Who owns The AA?
The AA is operated by AA Ltd (TowerBrook / Warburg Pincus). Private company structure, based on public filings and press reporting.
Where is The AA headquartered?
The AA is headquartered in Basingstoke, UK.
When was The AA founded?
The AA was founded in 1905 by Automobile Association founders.
How many employees does The AA have?
The AA employs approximately 6,000+ people.
What is The AA's revenue?
The AA's revenue: ≈ $1.3 billion annual revenue (est.).
Who are The AA's competitors?
Main competitors in United Kingdom include rac.co.uk, greenflag.com, autotrader.co.uk.
How does The AA make money?
Mainly membership fees, insurance commissions, driving school fees.
Is The AA publicly traded?
No — The AA is not listed as an independent public company; it is operated by AA Ltd (TowerBrook / Warburg Pincus).
How many visitors does The AA get?
Third-party estimates place The AA at roughly 20 million visits per month, mostly from United Kingdom, with 70% mobile traffic.
Is The AA safe?
The AA is an established automotive site founded in 1905 and ranked #198 in United Kingdom; use the official domain theaa.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstheaa.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited Kingdom and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos