What Anorak does

Anorak is a UK-based, FCA-authorised automated insurance advice platform that operates under the legal entity Candid Insurance Services Ltd (FRN 603273). The company targets working adults in the United Kingdom who want simplified access to income protection and term life insurance. Its core product is a self-serve digital funnel (app.anorak.life / anorak.life) where consumers answer a short questionnaire and are routed to a personalised protection plan, with phone support available (08008021745). The platform aggregates quotes from seven vetted FCA-authorised insurers - Aegon, AIG, Aviva, Legal & General, Liverpool Victoria, Vitality, and Zurich - and frames its value proposition around a 30-second quote turnaround and a "pay up to 60% of salary" income protection benefit.

Underlying technology comprises a questionnaire-based recommendation engine that pairs consumer inputs with suitable insurer products within an FCA-compliant advice framework. The revenue model is affiliate/referral in nature: the service is free to consumers, and the company monetises when policies are bound through its broker network by earning referral commissions or broker fees from the underlying insurers. The company markets direct-to-consumer via its website and uses FCA-disclosure-led messaging (co-branded with Which? endorsement language) to build trust with risk-averse buyers of protection products.

The business is venture-backed, with cumulative disclosed funding of approximately £17M across 2018 and 2021, the most recent being a £5M seed round in June 2021 led by Outward VC with Triple Point Ventures, Kamet Ventures, and angel investors. Founding leadership comprises CEO David Vanek and CTO Vincent Durnez, supported by a chief design officer and a marketing lead. The registered office is in Bristol (Almondsbury, BS32 4SR), UK, with operational presence also indicated in London. Headcount is in the 11-50 band, consistent with an early-stage, technology-led distribution business operating in a single market.

Name

Anorak

Legal name

Candid Insurance Services Ltd

Website

https://anorak.life

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Anorak is a UK FCA-authorised digital advice platform that helps working adults obtain income protection and term life insurance by matching them with vetted policies from insurers such as Aegon, AIG, Aviva, Legal & General, Liverpool Victoria, Vitality, and Zurich, earning referral commissions on bound policies.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE)

akta.pro secondary industry

Ancillary Benefits TPA (Dental/Vision/Life/Accident/Critical Illness) (HLAEALAN)

Keywords

• Life insurance advice
• Income protection insurance
• Automated insurance brokerage
• Insurance quote comparison
• FCA-authorised insurance platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Insurance Referral and Commission: Acts as an intermediary platform connecting consumers with vetted FCA-authorised brokers and insurers. Generates revenue through referral commissions or broker fees from insurance providers when policies are sold through the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Anorak is a digital insurance advisory platform that connects UK consumers with FCA-authorised insurers to provide tailored income protection and life insurance recommendations. Through a brief online questionnaire, the platform matches users with appropriate policies from a vetted network that includes Aegon, AIG, Aviva, Legal & General, Liverpool Victoria, Vitality, and Zurich. Anorak operates as a broker intermediary, earning referral commissions from insurance providers when policies are successfully placed through the platform.

Product overview

Anorak is an automated life insurance advice platform that operates as a single unified digital service. The platform offers two core insurance products — Income Protection (paying out up to 60% of monthly salary for medical inability to work) and Life Insurance (term life coverage) — through an automated advisory interface. Users answer a few questions and receive personalized plan recommendations. The platform aggregates quotes from multiple vetted FCA-authorised insurance providers including Aegon, AIG, Aviva, Legal & General, Liverpool Victoria, Vitality, and Zurich.

Differentiator

Problem solved

Functional benefit

Products and services

• Income Protection Insurance

Quantifiable outcome

• Around 90% of income protection claims are paid out

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core.

• AegoncoreOthersInsurance provider whose products are available through Anorak's platform. Aegon is one of the insurers displayed on Anorak's income protection landing page for consumer quote comparisons.
• AIGcoreOthersInsurance provider partner on Anorak's platform. AIG is featured alongside other major UK insurers (Aviva, Legal & General, Zurich, etc.) on the income protection product page.
• AvivacoreOthersInsurance provider partner. Aviva is one of the seven major insurers whose products are accessible through Anorak's automated recommendation platform.
• Legal & GeneralcoreOthersMajor UK insurer featured on Anorak's platform. Legal & General provides life insurance and income protection products distributed through Anorak's FCA-authorised broker network.
• Liverpool VictoriacoreOthersInsurance provider partner displayed on Anorak's platform. LV is one of the vetted insurers available for consumer quotes on income protection and life insurance.
• VitalitycoreOthersHealth and life insurance specialist insurer featured on Anorak's platform. Vitality's products are included in the quote comparison service for UK consumers.
• ZurichcoreOthersGlobal insurance provider whose products are available through Anorak's platform. Zurich is one of seven major insurers showcased on the income protection landing page.
• Candid Insurance Services LtdcoreOthersThe legal entity that owns and operates the Anorak brand. Anorak Life is a trading style of Candid Insurance Services Ltd, which is authorised and regulated by the FCA (FRN 603273).

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LifeSearch: UK life insurance specialist broker offering whole-of-market advice. Closely comparable to Anorak in product focus (life and income protection) and intermediary role.
• Reassured: UK specialist life insurance and income protection broker with a large adviser panel. Direct competitor to Anorak, also aggregating quotes from major insurers for the same customer segment.
• Cavendish Online: UK life insurance and income protection comparison and broker service. Operates a similar multi-insurer model targeting UK working adults, directly competing with Anorak's proposition.

Emerging players

• DeadHappy: UK digital life insurance startup offering direct-to-consumer term life products with a simplified online application. Comparable in D2C digital UX approach to Anorak, though operating more as a direct provider than an aggregator.
• Bought By Many (Many Pets): UK insurtech originally focused on specialist insurance aggregation for niche categories. Comparable in D2C digital intermediary positioning, though now primarily in pet insurance after pivoting from broader life/specialty lines.
• Zego: UK insurtech operating a digital-first insurance platform. Comparable as a UK insurtech story, though primarily focused on mobility/gig economy rather than life and income protection.

Broad incumbents

• Compare the Market: One of the UK's largest price comparison sites covering life, income protection, and dozens of other insurance categories. Competes directly with Anorak in life and protection, with vastly greater scale and brand.
• MoneySupermarket: UK comparison platform offering life insurance and income protection quotes alongside broader financial products. Overlaps with Anorak on protection lines but competes across much wider categories.
• GoCompare: Major UK insurance aggregator with life and income protection categories. Comparable in intermediary/aggregator role, though as part of a much broader product portfolio.
• Confused.com: Established UK insurance aggregator with life and protection comparison functionality. Direct overlap with Anorak on consumer-facing protection comparison, with significantly larger brand presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/anorak.life

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anorak