Reassured

Name

Reassured

Legal name

Reassured Ltd

Website

https://reassured.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Life Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Risk Management & Insurance Advisory for Families (FSAAADAK)

Keywords

• Life insurance brokerage
• Income protection insurance
• Critical illness cover
• Insurance comparison services
• Term life insurance

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: Reassured operates as an insurance broker earning commission from panel insurance providers when policies are sold. The company compares quotes from multiple leading UK insurers and earns revenue through commissions on placed policies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Reassured is a UK life insurance broker that compares and places protection products from a panel of leading UK insurers for individual consumers. Its core offerings include level term, decreasing term, over-50s, whole-of-life, and family income benefit life insurance, critical illness cover, and income protection insurance, distributed through online quoting, telephone advice, and comparison partner channels. Supporting services include a free digital trust writing service and a specialist impaired-risk advisory service for non-standard applicants.

Product overview

Reassured is the UK's largest life insurance broker offering a comprehensive portfolio of protection products. The core offering includes term life insurance (level and decreasing), whole of life insurance, Over 50 life insurance, family income benefit, and critical illness cover, all available through an advised service or online. The company also provides income protection insurance. Supporting services include a free life insurance calculator, specialist impaired risk underwriting for non-standard applicants, and a free digital trust writing service. Products are distributed through the company's website and partnerships with comparison platforms including Go.Compare, Confused.com, Uswitch, and Money.

Differentiator

Problem solved

Functional benefit

Products and services

• Level Term Life Insurance Term life insurance where the lump sum payout remains fixed throughout the policy term, aimed at couples and families protecting future living costs or interest-only mortgages.
• Decreasing Term Life Insurance Term life insurance where the lump sum reduces over time, typically aligned with repayment mortgages, and often the most affordable type of life insurance.
• Over 50 Life Insurance Guaranteed acceptance life insurance for UK residents aged 50-85, paying a fixed lump sum when the policyholder passes away to cover funeral costs, debts, or as a cash gift.
• Whole of Life Insurance Life insurance providing coverage for the policyholder's entire life, paying a fixed lump sum upon death for funeral costs, estate planning, or inheritance tax purposes.
• Family Income Benefit Life insurance that pays ongoing monthly income rather than a lump sum if the policyholder passes away during the policy term.
• Critical Illness Cover Standalone or add-on policy providing a lump sum payout if diagnosed with a serious illness covered by the policy, including cancer, heart attack, and stroke.
• Income Protection Insurance Insurance policy paying a percentage of income (typically up to 70%) if unable to work due to illness or injury, with short-term or long-term payment options.
• Free Trust Writing Service Digital service helping customers place life insurance in trust to protect payouts from inheritance tax and provide faster payouts to beneficiaries.
• Specialist Impaired Risk Service Advisory service for customers with pre-existing medical conditions, high-risk occupations, or hobbies, working with specialist insurers to source cover for non-standard applicants.

Quantifiable outcome

• 2 million+ policies sold since 2009
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• FOIL AIcoreTechnology or Integration · 1 February 2026Partnership with data and AI consultancy FOIL AI to enhance data infrastructure, expand internal expertise, and improve customer experience across the insurance lifecycle. During an initial nine-month phase, FOIL AI reviewed and consolidated Reassured's previously fragmented customer data sources to create a unified view of customer interactions. The two-year collaboration also includes a talent programme designed to embed specialist data and AI expertise within Reassured's teams.
• Adviser.AIcoreTechnology or Integration · 1 September 2025Partnership with Adviser.AI, a cloud-based customer engagement and automation platform for the protection and insurance sector. Reassured began trialling Adviser.AI in September 2025 using three core features covering retention, benefit reminders, and post-sale checks. The trial generated measurable outcomes including 13% of customers indicating potential vulnerability and 19.14% expressing interest in placing their policy in trust. The partnership aims to automate marketing activity, customer enquiries, policy communications, cross-selling, and retention processes while reducing administrative workload for agents.
• Go.ComparecoreChannel Partner/ Reseller/ DistributorComparison partner channel for lead generation, allowing Reassured to reach customers searching for life insurance quotes through Go.Compare's platform.
• Confused.comcoreChannel Partner/ Reseller/ DistributorComparison partner channel for lead generation, allowing Reassured to reach customers searching for life insurance quotes through Confused.com's platform.
• UswitchcoreChannel Partner/ Reseller/ DistributorComparison partner channel for lead generation, allowing Reassured to reach customers searching for life insurance quotes through Uswitch's platform.
• MoneycoreChannel Partner/ Reseller/ DistributorComparison partner channel for lead generation, allowing Reassured to reach customers searching for life insurance quotes through Money's platform.
• Beagle StreetminorChannel Partner/ Reseller/ DistributorComparison partner channel for lead generation, allowing Reassured to reach customers searching for life insurance quotes through Beagle Street's platform.
• SunLifecoreChannel Partner/ Reseller/ DistributorInsurance provider partnership for over 50s life insurance products. SunLife is also a distribution partner referring customers to Reassured.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beagle Street: Beagle Street is a UK direct-to-consumer life insurance provider owned by BGL Group, also distributed as a comparison partner on Reassured's panel. Comparable in targeting UK families with online term life insurance but operates as a direct insurer rather than a multi-insurer broker.
• Selectra: Selectra is a UK and European price comparison and broking service covering energy, insurance, and personal finance products including life insurance. Comparable to Reassured in using comparison-led acquisition and panel insurer distribution, though broader in product scope.
• ActiveQuote: ActiveQuote is a UK life insurance and income protection broker with panel access to multiple insurers, targeting families and individuals. Comparable online comparison model and product breadth to Reassured's core protection offering.
• Cavendish Online: Cavendish Online is a UK-based life insurance and protection broker offering term, whole of life, critical illness, and income protection comparison across multiple insurers. Closely comparable to Reassured in product mix, target customer, and online-plus-telephone advice model.
• Drewberry Insurance: Drewberry is a UK protection specialist offering life insurance, income protection, and critical illness cover with a focus on high-earners and complex cases. Comparable to Reassured in advised protection distribution and impaired-risk underwriting services.
• LifeSearch: LifeSearch is a UK life insurance broker also backed by Bridgepoint, specialising in advised life insurance, income protection, and critical illness cover with similar whole-of-market panel comparison. Directly competes head-to-head with Reassured for advised life insurance customers in the UK.

Broad incumbents

• Legal & General: Legal & General is a leading UK insurer offering life insurance, critical illness, and income protection products, and is one of Reassured's largest panel partners. Comparable in target customer and product set but operates as a direct insurer with significant brand presence.
• Aviva: Aviva is one of the UK's largest insurance providers offering life, critical illness, and income protection products, and is a key panel insurer for Reassured. Comparable in product breadth but operates a direct-to-consumer model with much broader financial services scope.
• Royal London: Royal London is a major UK mutual life and pensions provider and one of Reassured's panel insurers. Comparable in offering term life, critical illness, and income protection to UK consumers, but as a direct insurer rather than an intermediary.
• Moneysupermarket Group: Moneysupermarket operates one of the UK's largest price comparison platforms covering insurance, money, and home services. Reassured relies on comparison sites including Moneysupermarket's competitors for distribution; Moneysupermarket represents both a distribution partner and a broader incumbent in the protection comparison space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ReassuredCoUk
• Facebookfacebook.com/ReassuredCoUk
• LinkedInlinkedin.com/company/reassured

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Reassured