A policyholder can either be a company or an individual person.
It's important that the policyholder's name is identical to the name of the legal entity stated on the PfCO certificate or application.
A couple of tips:
If you are entering a company name, make sure that the postfix (i.e LTD) is included.
If you are a sole trader, but also have a trading name, put down both names in the following format: '[my name] trading as [my trading name]' ie. John Smith trading as Smith Photography Ltd.