LifeSearch

What LifeSearch does

LifeSearch is the UK's largest specialist life insurance broker, founded in 1998 by Tom Baigrie and headquartered in London (registered office at 11-21 Paul Street EC2A 4JU, with operations in Milton Keynes). The company provides fee-to-consumer advice across the full protection product suite — term and over-50s life insurance, critical illness cover, income protection, private health insurance, family income benefit, terminal illness cover, and business protection (key person, group life, death in service) — sourcing from more than 15 major UK insurers including Aviva, Legal & General, LV=, Vitality, Royal London, Zurich, Scottish Widows, Unum, and MetLife. Under the two-entity regulated structure of LifeSearch Limited (Appointed Representative) and LifeSearch Partners Limited (FCA-authorised), the business earns commission from insurers when policies are placed, while advice is delivered free to the consumer.

Its core technology is a digital-first distribution platform with hybrid advice capability, underpinned by PoweredBy LifeSearch — a white-label offering launched in February 2023 that lets partner brands run online, offline, or hybrid protection journeys with tele-interview disclosure, pipeline management, underwriting support, retention/lapse management, claims handling, and trust placement services. The platform is offered to banks (Lloyds, Bank of Scotland), building societies (Yorkshire, Skipton), comparison websites (Compare the Market, MoneySuperMarket, NerdWallet), wealth managers (2plan), consumer champions (Which?), pension platforms (PensionBee), fintechs (Financielle), and insurers.

The go-to-market combines sales-led direct-to-consumer advice (phone and online quote-and-buy), distribution partnerships with major comparison websites and financial institutions, and white-label B2B enterprise advisory to brands that want to embed protection inside their own propositions. The protected customer base exceeds 1.9 million, with 14,000 new policies written per month as of 2026 (up from 10,000/month), £229 billion of total cover placed since 1998, and £105 million paid to 1,418 claimants in 2024. Revenue is generated primarily through insurance commissions on each placed policy, supplemented by partner technology and managed advisory fees from PoweredBy deployments.

Name

LifeSearch

Legal name

LifeSearch Limited

Website

https://lifesearch.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

LifeSearch is the UK's largest specialist life insurance broker, providing fee-free expert advice across life, critical illness, income protection, and business cover from 15+ major insurers, distributed via its digital platform, partner banks and building societies, and white-label PoweredBy LifeSearch technology.

Ownership category

akta.pro rank

Product category

Life Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Life & Health Reinsurance Brokerage (FSAOAHAF)

akta.pro secondary industries

Basic Group Term Life (Employer-Paid) (FSAIADAA), Whole Life Insurance (FSAIABAA)

Keywords

• Life insurance brokerage
• Protection insurance advice
• Critical illness cover
• Income protection insurance
• White-label protection platform

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: LifeSearch receives commission payments directly from insurers when they sell a particular insurer's policy. This commission is included in the customer's monthly premium. The advice to consumers is fee-free, with no obligation to purchase.
2. Partner Technology & Advisory Fees: Revenue from providing PoweredBy LifeSearch technology and advisory services to partner brands including brands seeking digital-first, human-centred, or balanced protection offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

LifeSearch is the UK's leading specialist life insurance broker, providing free expert protection advice to consumers on life insurance, critical illness cover, income protection, private health insurance and business protection. The company compares policies from over 15 major UK insurers and earns commission from insurers when policies are sold. It also offers PoweredBy LifeSearch, a white-label technology and advisory platform enabling partner brands and financial institutions to deliver protection journeys to their own customers.

Product overview

LifeSearch is the UK's leading life insurance broker offering a comprehensive protection advisory service combining digital self-service tools with human expert advisers. The core offering centers on comparing and recommending protection insurance products from major UK insurers, including Life Insurance, Critical Illness Cover, Income Protection, Private Health Insurance, and Business Insurance. Additional specialized products include Family Income Benefit (regular income replacement), Terminal Illness Insurance (early payout for terminal diagnoses), Children's Critical Illness Cover (child protection add-on), Death in Service (employer benefit), and Over 50s Life Insurance. LifeSearch provides fee-free advice, earning commission from insurers when customers purchase policies. The company also offers PoweredBy LifeSearch, a white-label technology solution for partner brands. Supported by partnerships with over 15 major insurers including Aviva, Legal & General, Zurich, Vitality, and Royal London, LifeSearch has protected over 1.9 million lives since 1998.

Differentiator

Problem solved

Functional benefit

Brands

• PoweredBy LifeSearch: A service that helps partner brands with online, offline, or hybrid protection journeys using new technology and award-winning advice, including expert tele-interviews, pipeline management, underwriting support, and claims handling.

Products and services

• Life Insurance Term life insurance providing a lump sum payment to protect family or loved ones upon death, with level or decreasing term options for fixed or reducing payouts across the policy lifetime. For UK individuals and families.
• Critical Illness Cover Insurance that pays a lump sum upon diagnosis of serious illnesses or disabilities such as cancers, heart conditions, and strokes. Policies may allow multiple claims for different conditions. For UK individuals and families.
• Income Protection Insurance Insurance that pays a regular income if the policyholder is unable to work due to sickness or disability, with monthly payouts continuing until return to work, retirement or policy expiry. For UK workers.
• Private Health Insurance Private medical insurance covering costs of private treatment including diagnostics, consultations, specialist fees, private hospital accommodation, medications, therapy, cancer treatments, rehabilitation and palliative care. For UK individuals seeking faster access to private treatment.
• Business Insurance Group of protection products for SMEs shielding employees and employers from financial impact of key person's sickness, critical illness, or death. Includes relevant life cover, key person insurance and group protection. For UK SMEs, sole traders, limited companies, partnerships and LLPs.
• Family Income Benefit Life insurance alternative paying a regular tax-free income to family upon death within the policy term, replacing lost income and covering ongoing bills and mortgage payments. For UK families seeking income replacement rather than lump sum.
• Terminal Illness Insurance Insurance typically built into life insurance policies that pays the full life insurance benefit upon diagnosis of a terminal illness expected to lead to death within twelve months, rather than waiting until death.
• Death in Service Employer-provided benefit paying a tax-free lump sum (typically 2-4 times annual salary) if an employee dies while working. Often set up in a discretionary trust. For UK employers offering employee benefits.
• Over 50s Life Insurance Life insurance product designed for individuals aged 50 and over, offering an easy way to obtain life insurance coverage with simplified acceptance criteria. For UK customers aged 50+.
• PoweredBy LifeSearch White-label technology and advisory platform that enables banks, building societies, price comparison sites, wealth managers, consumer brands and other insurers to offer protection solutions through their own channels. LifeSearch handles expert tele-interviews, pipeline management, underwriting support, claims handling and trust services. For enterprise B2B partners.

Quantifiable outcome

• £105 million+ paid out to 1,418 claimants in 2024
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

33 partnerships are on record, tiered core and minor.

• Skipton Building SocietycoreChannel Partner/ Reseller/ Distributor · 16 March 2026Partnership to provide life insurance advice to over one million Skipton Building Society members.
• All in PlacecoreStrategic or Co-development Partner · 15 October 2025LifeSearch partnered with All in Place to enable accountancy firms in the UK to offer life insurance and business protection solutions to SME clients. The collaboration aims to improve advisory services and address the risk assessment gap among UK accountancy firms. It also introduces a standalone division, All in Place Now, to facilitate access to expert guidance.
• FinanciellecoreGTM or Marketing Partner · 19 March 2025Partnership to address the gender protection gap - women are 20% less likely to have cover than men. LifeSearch provides Financielle's 200,000-strong female community with access to handpicked female advisers for protection guidance. Focus on women aged 45-55 going through life transitions like divorce.
• FinanciellecoreGTM or Marketing Partner · 19 March 2025Financielle, founded in 2021 by Laura Pomfret and Holly Holland, is a personal finance brand helping women take control of money. Partnership enables protection advice access for their female community.
• 2plan Wealth ManagementcoreChannel Partner/ Reseller/ Distributor · 21 November 2023Protection referral partnership with UK's top wealth management firm. 450+ advisers can refer clients needing protection to LifeSearch, which takes on regulatory responsibility for protection advice.
• NerdWallet UKcoreChannel Partner/ Reseller/ Distributor · 2 October 2022LifeSearch selected as NerdWallet UK's advice and technology partner for their life insurance comparison service. Consumers requiring advice are directed to LifeSearch's expert advisers. NerdWallet provides guidance to 20 million consumers monthly.
• Yorkshire Building SocietycoreChannel Partner/ Reseller/ DistributorPartnership providing life insurance advice to Yorkshire Building Society's over one million members, enabling them to consider protection as part of their financial planning.
• PensionBeecoreChannel Partner/ Reseller/ DistributorPartnership making protection planning easy so customers can consider protection from the start of their saving journey, creating financial freedom.
• Compare the MarketcoreChannel Partner/ Reseller/ DistributorMajor UK price comparison website partnership enabling customers to access LifeSearch protection advice and quotes.
• MoneySuperMarketcoreChannel Partner/ Reseller/ DistributorLeading UK price comparison website partnership providing protection advice access for MoneySuperMarket customers.
• Which?coreChannel Partner/ Reseller/ DistributorPartnership with consumer champion Which? enabling their members to access LifeSearch protection advice.
• Lloyds BankcoreChannel Partner/ Reseller/ DistributorPartnership enabling Lloyds Bank customers to access LifeSearch protection advice services.
• Bank of ScotlandcoreChannel Partner/ Reseller/ DistributorPartnership providing LifeSearch protection advice to Bank of Scotland customers.
• Trinity Insurance ServicescoreChannel Partner/ Reseller/ DistributorExpanded partnership with military insurer providing access to advice over phone and online purchase options for the military community with unique needs.
• Protection Distributors Group (PDG)coreStrategic or Co-development PartnerLifeSearch is a founding member of PDG, established in 2016, ensuring the UK's longest established and largest intermediary firms lead the market with a voice for the consumer, challenging industry for positive change.
• Cooper ParryminorChannel Partner/ Reseller/ DistributorAccountancy firm partnership enabling business protection services for their clients.
• AvivacoreOthersKey insurer partner providing life insurance and protection products through LifeSearch.
• Legal & GeneralcoreOthersKey insurer partner providing life insurance and protection products through LifeSearch.
• VitalitycoreOthersKey insurer partner providing health and protection insurance products through LifeSearch.
• GuardiancoreOthersKey insurer partner providing protection insurance products through LifeSearch.
• Royal LondoncoreOthersKey insurer partner providing protection insurance products through LifeSearch.
• Scottish WidowscoreOthersKey insurer partner providing life and protection products through LifeSearch.
• LV=coreOthersKey insurer partner providing protection insurance products through LifeSearch.
• ZurichcoreOthersKey insurer partner providing protection insurance products through LifeSearch.
• UnumcoreOthersKey insurer partner providing income protection and insurance products through LifeSearch.
• The ExetercoreOthersKey insurer partner providing protection insurance products through LifeSearch.
• British FriendlycoreOthersKey insurer partner providing protection insurance products through LifeSearch.
• Beagle StreetcoreOthersKey insurer partner providing life insurance products through LifeSearch.
• Holloway FriendlyminorOthersSpecialist insurer partner providing protection insurance products through LifeSearch.
• National FriendlyminorOthersSpecialist insurer partner providing protection insurance products through LifeSearch.
• One FamilyminorOthersSpecialist insurer partner providing family-focused protection products through LifeSearch.
• MetLifecoreOthersKey global insurer partner providing protection insurance products through LifeSearch.
• British Insurance Brokers' Association (BIBA)minorStrategic or Co-development PartnerIndustry body partnership and recommendation as trusted insurance broker.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lifesearch
• Facebookfacebook.com/LifeSearchUK
• Instagraminstagram.com/lifesearch_uk
• Xx.com/LifeSearch

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 LifeSearch