Assured Futures
Assured Futures, trading as Howden Life & Health, is a UK specialist life and health insurance broker serving individual consumers and SMBs via a curated panel of ~17 insurers and a commission-based intermediation model.
- Company typePrivate
- Founded2007
- HeadquartersCheltenham, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Assured Futures does
Assured Futures, trading as Howden Life & Health, is a UK specialist life and health insurance broker operating as a trading style of Howden Employee Benefits & Wellbeing Limited, a subsidiary entity within the Howden Group. The firm works with a curated panel of approximately 17 insurers — including Aviva, Bupa, AXA, Zurich, Vitality, Legal & General, Royal London, Saga, and The Exeter — to provide policy comparison and personalised recommendations across seven product lines: life insurance, income protection, health insurance, over-50s cover, unemployment cover, mortgage protection, and corporate life & health.
The underlying technology is a broker intermediation platform that aggregates quotes from the panel and routes customers via dedicated online quote pathways (e.g., life.howdenlifeandhealth.co.uk, pmi.howdenlifeandhealth.co.uk, income-protection.howdenlifeandhealth.co.uk) backed by telephone advisory. The business model is commission-based: revenue is earned on placement of policies with the panel insurers, with end-customer pricing set on a quote basis and underlying billing typically structured as recurring monthly premiums. No pricing is publicly disclosed, and there is no subscription or freemium SaaS layer — the economics are intermediation margin on placed premium volume.
The company serves two customer segments: (i) individual UK consumers and families seeking personal protection (primary), and (ii) business owners/employers seeking group protection and employee benefits (secondary). Distribution runs through direct digital (website quote requests), telephone (0808 141 1244), an introducer/partner channel (with co-branded "Signpost" products), and a customer referral programme. The firm is FCA-authorised (Register No. 312841), is a founding member of the Protection Distributors Group (PDG), and is an active member of AMII. Note: the firmographics record lists a founding year of 1995, while the detailed source data attributes 2007 to the Howden Life & Health trading style, suggesting a rebrand or acquisition event circa 2007; both years are in active circulation and the discrepancy is unresolved in the input.
Assured Futures firmographics
Firmographics- Name
- Assured Futures
- Legal name
- Howden Employee Benefits & Wellbeing Limited
- Website
- https://assuredfutures.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Assured Futures, trading as Howden Life & Health, is a UK specialist life and health insurance broker serving individual consumers and SMBs via a curated panel of ~17 insurers and a commission-based intermediation model.
- Ownership category
- akta.pro rank
Assured Futures industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)
- akta.pro primary industry
- Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)
- akta.pro secondary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
Keywords
Where Assured Futures is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Assured Futures business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Insurance Brokerage Commissions: Howden Life & Health operates as an insurance broker earning commissions from the panel of insurers they work with. They compare multiple policies from selected insurers and provide personalised service to customers seeking life and health insurance coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual life and health insurance policies |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Assured Futures product offering
Product offeringCore offering
Assured Futures (operating as Howden Life & Health) is a UK-based specialist insurance brokerage that arranges life, health, income protection, mortgage protection, and related personal insurance products for individual consumers and businesses. The firm compares and places cover from a panel of multiple UK insurers and provides ongoing claims and policy support, acting as an FCA-regulated intermediary (Firm Reference No. 312841).
Product overview
Howden Life & Health is an award-winning specialist life and health insurance broker offering a portfolio of individual and business insurance products. The core offerings include Life Insurance, Income Protection, Health Insurance, Over 50s Life Insurance, Unemployment Cover, and Mortgage Protection for individual customers, alongside Life & Health for Businesses for corporate clients. The company acts as an intermediary, working with a selected panel of insurers to provide personalized, tailored coverage. Customers can access free rewards including free will and free health support as added benefits.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Term and whole-of-life cover arranged through a panel of UK insurers for individuals seeking financial protection for their families.
- Income Protection Long-term income protection policies that pay a proportion of earnings if the policyholder is unable to work due to illness or injury.
- Health Insurance Private medical and health insurance cover arranged for individuals and families through a panel of UK health insurers.
- Over 50s Life Insurance Guaranteed-acceptance life cover targeted at customers aged 50 and over, arranged from specialist insurers.
- Unemployment Cover Short-term cover that pays a monthly benefit if the policyholder loses their job involuntarily, arranged through partner insurers.
- Mortgage Protection Life and critical-illness cover sized to repay a residential mortgage, arranged from a panel of UK insurers for homeowners and first-time buyers.
- Life & Health for Businesses Group life, group health, and executive protection schemes arranged for UK employers as employee benefits.
Companies that use Assured Futures
Customer profileNamed customers17 records
Segments2 records
Ideal customer profiles2 records
Assured Futures technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Assured Futures partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Protection Distributors Group (PDG)coreFounding members of the Protection Distributors Group (PDG), indicating a strategic commitment to the protection insurance industry and collaboration with other industry participants.
- Association Of Medical Insurers and Intermediaries (AMII)coreActive members of AMII, demonstrating engagement with the medical insurance and intermediaries industry body for professional development and industry standards.
- AvivacorePanel insurer providing life and health insurance products through Howden Life & Health's brokerage services.
- ZurichcorePanel insurer providing insurance products through Howden Life & Health's brokerage services.
- VitalitycorePanel insurer providing health and life insurance products through Howden Life & Health's brokerage services.
- BupacorePanel insurer providing health insurance products through Howden Life & Health's brokerage services.
- AXAcorePanel insurer providing insurance products through Howden Life & Health's brokerage services.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Assured Futures competitors and assessment
Company assessmentBroad incumbents
- Bupa: UK-leading private health insurance provider. Serves as both a panel health-insurance partner and a broad incumbent with its own direct distribution, large employer group schemes, and direct-to-consumer marketing reach.
- Vitality: UK health and life insurer with a strong consumer brand and direct distribution channel. Panel partner to Howden Life & Health while also competing for the same individual customer base with its own intermediated and direct sales.
- Aviva: One of the UK's largest composite insurers providing life, health, and general insurance directly and through broker channels. Overlaps as both a panel partner and a competing distribution channel, with significant scale advantages in direct-to-consumer.
- Legal & General: Major UK life insurance provider and asset manager. Functions both as a panel partner supplying products to Howden Life & Health and as a broad incumbent with growing direct and workplace distribution capabilities.
Direct peers
- Cavendish Online: UK life insurance, income protection, and health insurance broker serving individuals and small businesses. Comparable in product breadth, panel-driven intermediary model, and UK consumer customer base.
- LifeSearch: UK specialist life insurance broker that compares policies across a panel of insurers for individual consumers. Directly comparable to Howden Life & Health on product focus (life and protection), target customer (UK individuals), and intermediary business model.
- ActiveQuote: UK-based health and life insurance broker comparing policies from a panel of insurers for individuals and businesses. Direct competitor across health, life, and income protection with a similar panel-based distribution model.
- Reassured: UK life insurance broker specialising in life cover, over-50s cover, and related protection products for individual consumers. Closely comparable to Howden Life & Health in customer segment, product set, and intermediary commission-based model.
- Drewberry Insurance: UK specialist insurance broker focused on personal and business protection products, including life insurance, income protection, and health insurance. Directly comparable in advisory-led intermediary model and product specialism.
Others
- MoneySupermarket Group: UK price comparison platform across insurance, banking, and utilities. Competes with brokers for life and health insurance traffic at the aggregator level, representing a structural disintermediation threat to specialist intermediaries.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Assured Futures social profiles
Digital presenceAssured Futures compliance and trust
Trust signalCompliance1 record
Assured Futures financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assured Futures leadership team
Management profileNumber of profiles
Assured Futures funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assured Futures M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Assured Futures
What does Assured Futures do?
Assured Futures (operating as Howden Life & Health) is a UK-based specialist insurance brokerage that arranges life, health, income protection, mortgage protection, and related personal insurance products for individual consumers and businesses. The firm compares and places cover from a panel of multiple UK insurers and provides ongoing claims and policy support, acting as an FCA-regulated intermediary (Firm Reference No. 312841).
Is Assured Futures a public or private company?
Assured Futures is a private company. It is classified as corporate owned and is currently operating.
When was Assured Futures founded?
Assured Futures was founded in 2007. It employs 101 to 250 people.
Where is Assured Futures based?
Assured Futures is headquartered in Cheltenham, United Kingdom, in the Europe region.
How does Assured Futures make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Assured Futures's main competitors?
Broad incumbents on record are Bupa, Vitality, Aviva and Legal & General. Direct peers are Cavendish Online, LifeSearch, ActiveQuote, Reassured and Drewberry Insurance. MoneySupermarket Group is listed as an others.
Does Assured Futures have an API?
No public API is recorded for Assured Futures.
What industry is Assured Futures in?
Assured Futures's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAEADAJ, Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines), with a secondary code of FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms. Its NAICS code is 52421 and its SIC code is 6411.