Pure Protect

What Pure Protect does

Pure Protect is a UK-registered insurance broker (Pure Protect Limited, Companies House number 08698577) specialising in personal and business protection insurance. Founded in 2013 and headquartered at 16 Commerce Square, Lace Market, Nottingham, the firm operates as an appointed representative of Sesame Ltd under FCA Reference Number 608981, and is part of the wider MSS Group. Its product portfolio spans life insurance, critical illness cover, income protection, private medical insurance (PMI), family income benefit, mortgage protection, buildings and contents, and a dedicated Business Protection suite covering keyperson, shareholder protection, business loan, relevant life, and executive income protection. The firm distributes these products through qualified protection specialists who compare and place policies with at least 13 UK insurers including Aviva, Legal & General, Royal London, Scottish Widows, Zurich, Vitality, and Canada Life.

The business model is commission-based: advisors provide fee-free, jargon-free advice to consumers and SMEs, with revenue generated via referral fees from insurers on placed policies. Distribution runs through two primary channels: direct advised consultations (by appointment, phone, email, or in-person at customer-chosen locations) and a referral channel with UK mortgage brokers who receive commission for introducing clients. The firm invests in content marketing (a Jargon Buster educational resource and an LV=-provided Risk Reality Calculator) and has a social presence on LinkedIn and Facebook, but does not offer self-service online purchasing. The company is BIBA-registered (Number 578406) and a member of the Protection Distributors Group (PDG), and has won multiple industry awards including 'Protection & General Insurance Firm of the Year 2022' from Sesame and Best Mortgage Protection / Protection Broker of the Year from Financial Reporter. Headcount sits in the 11–50 range, and the firm maintains a 5-star Google rating across 41 verified reviews.

There is no proprietary technology platform, no AI/ML capability, and no disclosed funding. The competitive position rests on advisory quality, brand reputation built through awards and customer testimonials, multi-insurer access, and a mortgage-broker referral network rather than technology differentiation or scale advantages.

Name

Pure Protect

Legal name

Pure Protect Limited

Website

https://pureprotect.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Protect is a UK-based appointed-representative insurance broker (under Sesame Ltd, FCA) providing fee-free advised protection products including life, critical illness, income protection, PMI, and business protection, distributed via direct advisory and mortgage broker referrals.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Individual/Retail Critical Illness & Hospital Indemnity (FSAIAKAE)

Keywords

• Protection insurance brokerage
• Life insurance advisory
• Critical illness cover
• Income protection insurance
• Mortgage protection specialist

Headquarters

HQ city

Chilwell

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Pure Protect earns commission from insurance providers when customers purchase policies through their advice. The company explicitly states they will not charge customers for the advice they provide, as they are paid by insurers. Commission rates are not disclosed publicly.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pure Protect is a UK-based insurance broker that provides advised sales of personal and business protection insurance products. The company offers life insurance, critical illness cover, income protection, private medical insurance, family income benefit, mortgage protection, buildings and contents insurance, and business protection insurance. Customers receive free, no-obligation consultations with qualified protection specialists who analyze needs and recommend suitable policies from a panel of leading UK insurers, with Pure Protect earning commission from the insurers.

Product overview

Pure Protect is an insurance broker offering a portfolio of protection products rather than a unified software platform. Their core offerings include Life Insurance, Critical Illness Cover, Income Protection, Health Insurance (PMI), Family Income Benefit, Mortgage Protection Insurance, Buildings and Contents Insurance, and Business Protection Insurance. The Business Protection suite includes sub-products for keyperson cover, shareholder protection, business loan insurance, relevant life insurance, and executive income protection. The company acts as an intermediary, comparing and recommending insurance products from multiple UK insurers based on individual client needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Term life insurance policy providing a cash lump sum to beneficiaries upon the policyholder's death, commonly used to cover mortgage balances or provide financial security for families.
• Critical Illness Cover Insurance policy that pays out a cash lump sum upon diagnosis of a serious illness such as cancer, heart attack, or stroke as defined by the insurer's policy terms.
• Income Protection Insurance plan designed to pay out a regular income when the policyholder is unable to work due to accident or illness, continuing payments until retirement age.
• Health Insurance (PMI) Private Medical Insurance covering costs of private healthcare from diagnosis to treatment, including access to private hospitals, consultants, and faster treatment options.
• Family Income Benefit Protection policy providing a regular tax-free monthly income to dependants from the date of claim until the end of the policy term, offering better value than lump sum alternatives for many families.
• Mortgage Protection Insurance Life insurance policy specifically designed to repay outstanding mortgage debt upon death, available as decreasing or level term cover, with optional critical illness add-on.
• Buildings and Contents Insurance Home insurance policy covering against fire, flood, theft, and accidental damage for both buildings and personal belongings.
• Business Protection Insurance Suite of business protection policies for companies, encompassing keyperson cover, shareholder protection, business loan insurance, relevant life cover, and executive income protection to safeguard businesses against loss of key individuals, shareholders, or partners.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Sesame LtdcoreGTM or Marketing PartnerPure Protect Limited is an appointed representative of Sesame Ltd, which is authorised and regulated by the Financial Conduct Authority (FCA Reference Number 608981). Sesame provides regulatory oversight and authorization for Pure Protect to operate as an insurance broker.
• Scottish WidowsminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• GuardianminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Royal LondonminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• ZurichminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• AvivaminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• The ExeterminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Canada LifeminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Legal & GeneralminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Cirencester FriendlyminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• British FriendlyminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• VitalityminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Shepherds FriendlyminorChannel Partner/ Reseller/ DistributorInsurance provider partner through which Pure Protect places protection policies for customers.
• Protection Distributors Group (PDG)minorStrategic or Co-development PartnerIndustry body membership. Pure Protect is a member of PDG with the aim of improving the protection insurance market for customers by putting forward positive suggestions for change and lobbying insurers for better outcomes.
• British Insurance Brokers' Association (BIBA)minorStrategic or Co-development PartnerIndustry association membership achieving professional standards necessary for BIBA membership (Number 578406), committed to providing highest quality customer service.
• Crendon House MortgagesminorChannel Partner/ Reseller/ DistributorMortgage broker referral partner who has been referring clients to Pure Protect for mortgage protection reviews for four months with positive feedback from clients.
• Barnden Financial Services LimitedminorChannel Partner/ Reseller/ DistributorMortgage broker referral partner based in Portsmouth who has been introducing clients to Pure Protect for over three years.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• ActiveQuote: UK protection insurance broker focused on life, critical illness, and income protection across multiple insurers; competes head-to-head with Pure Protect in the same product categories and advised/semi-advised distribution.
• Reassured: UK life insurance and protection specialist broker, operating a multi-carrier panel and strong direct-to-consumer brand; overlaps directly with Pure Protect in life, critical illness, and over-50s cover.
• Cavendish Online: UK life insurance and protection broker offering whole-of-market comparison and advice across multiple insurers; comparable advised model, multi-carrier panel, and personal protection product focus.
• LifeSearch: One of the UK's largest specialist protection insurance brokers, offering life, critical illness, income protection, and PMI from a broad multi-carrier panel — directly comparable to Pure Protect's core proposition, customer base, and distribution model.
• Lifesure: UK insurance broker offering life, critical illness, and income protection through a multi-carrier panel with a strong advised service model; directly comparable proposition to Pure Protect.
• Drewberry Insurance: UK broker offering personal and business protection (life, critical illness, income protection, shareholder protection) with an advised model — closely comparable product set, customer segments, and broker-led distribution.
• The Insurance Surgery: UK protection specialist broker focused on life insurance, critical illness, and income protection, often working with mortgage brokers for referrals — a near-identical go-to-market to Pure Protect.
• Life Insurance Cover: UK specialist life and critical illness broker operating across multiple insurers; comparable in scale, product mix, and customer base to Pure Protect.

Broad incumbents

• Legal & General: Major UK life and protection insurer and a primary panel partner of Pure Protect; competes indirectly through direct and advised channels, and is now scaling online protection journeys that pressure advised intermediaries.
• Aviva: One of the UK's largest life and general insurers and a key panel partner of Pure Protect; competes indirectly via direct-to-consumer and adviser channels, but operates at vastly greater scale and across many lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfb.me/PureProtectBroker
• LinkedInlinkedin.com/company/pure-protect-ltd
• Xx.com/pureprotectltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pure Protect