Howden Life & Health

What Howden Life & Health does

Howden Life & Health is a UK-registered specialist insurance broker (legal entity: Howden Employee Benefits & Wellbeing Limited, FCA reference 312841) operating as a subsidiary within the Howden Group, an unlisted insurance broking conglomerate. Founded in 2007 and headquartered in London with an operational office in Gloucester, the firm brokers life, health, income protection, unemployment, mortgage protection, and Over 50s life insurance policies for individual UK consumers, alongside group life, group PMI, group income protection, and broader employee benefits for corporate clients. It maintains the largest panel of life and health insurers in the UK by its own description, with 30+ named insurer relationships spanning AIG, Aviva, Legal & General, Zurich, Bupa, AXA PPP, Vitality, Royal London, LV=, SunLife, and others, enabling side-by-side comparison and rate negotiation.

The business operates a sales-led, multi-channel go-to-market combining direct consumer engagement via dedicated quote platforms (life, income protection, PMI, Over 50s subdomains), partner/introducer programmes for IFAs (Signpost Protection and Signpost Health Insurance with commission shares of 25–33%), a dedicated Polish-language advisory service, and a corporate business-development team targeting group schemes. Revenue is generated primarily through commissions paid by insurers on placed policies, supplemented by direct client fees for advisory and brokerage services. The technology layer is functional rather than differentiated — an insurance brokerage platform with insurer-panel integration and no proprietary AI/ML components — while differentiation rests on broker expertise (CII-qualified advisers handling complex medical and occupational cases), brand reputation (consecutive 'Health Insurance Broker of the Year' awards 2021–2024, Insurance Broker of the Decade 2024), and an ecosystem of value-add services (Free Will, 24/7 Wisdom health support portal, referral reward vouchers, Risk Reality Calculator).

The firm serves a hybrid customer base spanning four segments — individual consumers, business/corporate clients, Polish-speaking residents in the UK, and IFA/intermediary introducers — with pricing varying per policy. Notable scale signals include 18+ years of continuous operation, multiple sub-brands (CLA Healthcare, RedArc Assured, Polplan, Havensrock, HTA Healthcare, CHMS, Assurity, etc.) integrated into the Howden Group structure, and recommendations from third-party comparison platforms (Moneysavingexpert, Comparethemarket.com). Revenue, headcount, and ownership structure beyond the parent Howden Group are not publicly disclosed.

Name

Howden Life & Health

Legal name

Howden Employee Benefits & Wellbeing Limited

Website

https://howdenlifeandhealth.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Howden Life & Health is a UK specialist life and health insurance broker, broking consumer and group policies across the UK's largest insurer panel (30+ partners) for individuals, corporate clients, Polish-speaking customers, and IFA introducers, generating commission and fee revenue.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Simplified Issue Whole Life / UL Insurance (FSAIABAH), Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Life insurance brokerage
• Health insurance brokerage
• Income protection insurance
• Group employee benefits
• Insurance intermediary services

Headquarters

HQ city

Gloucester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

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. Commission from insurers: Commission is a percentage of the premium charged by insurers for insurance policies arranged. This is paid by the insurer to Howden Life & Health.
2. Client fees: Fees paid directly by clients for advisory and brokerage services, either separately or in combination with commission.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Howden Life & Health is a UK specialist insurance broker that arranges life, health, income protection, over 50s, unemployment, and mortgage protection cover for individuals and businesses. It works with a selected panel of UK insurers, providing comparison, advice, and policy arrangement through online quote platforms, telephone advisers, and an IFA introducer network. Revenue is generated through insurer commissions and direct client fees.

Product overview

Howden Life & Health is an award-winning UK insurance broker offering a portfolio of individual and group life and health insurance products. The core offering spans six consumer-facing insurance products — Life Insurance, Income Protection, Health Insurance, Over 50s Life Insurance, Unemployment Cover, and Mortgage Protection — supplemented by a business division covering group protection, group health insurance, and employee benefits. Supporting services include trust arrangement, free will preparation, and a health support portal. The company operates partner programs (Signpost Protection, Signpost Health Insurance) for IFAs and intermediaries, and a dedicated Polish-language service for Polish-speaking customers. The product portfolio is distributed through both direct online quotes and advisor-led advice, working with the UK's largest panel of life and health insurers.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Term-based life insurance policies that pay a lump sum to beneficiaries upon the policyholder's death during the chosen term, available in level term, decreasing term, and whole-of-life variants. Offered to UK residents seeking family financial protection.
• Income Protection Insurance policies that replace or supplement the policyholder's income when unable to work due to accident, illness, or redundancy, available in short-term (12–24 months) and long-term (up to retirement) variants. For UK individuals whose livelihood depends on their ability to work.
• Health Insurance Private medical insurance providing access to private healthcare facilities in the UK, covering acute conditions such as surgery, diagnostics, hospital accommodation, and consultations, with options for individual, family, child, and joint policies. For UK residents seeking to bypass NHS waiting lists.
• Over 50s Life Insurance Guaranteed-acceptance whole-of-life insurance for UK residents aged 50–80, requiring no medical disclosures, with premiums starting from £10 per month and cover continuing even after premium payments cease at age 90. For UK residents aged 50–80 seeking funeral or legacy cover.
• Unemployment Cover Short-term income protection policy paying up to 65% of monthly income for up to 12 months in the event of involuntary redundancy, with optional carers cover. For UK workers seeking redundancy protection.
• Mortgage Protection Insurance policy covering mortgage payments if the policyholder is unable to work due to accident, sickness, or unemployment, with flexible benefit periods (6–24 months) and optional bill coverage. For UK mortgage holders seeking payment protection.
• Life & Health for Businesses Business-focused life and health insurance covering group life, group health insurance, group income protection, group critical illness, key person cover, shareholder/partnership protection, business loan protection, relevant life cover, health cash plans, dental plans, and employee flexible benefits platforms. For UK businesses seeking employee benefits and key person protection.
• Signpost Protection Referral program for intermediaries and IFAs to send clients for protection products, offering 33% commission share, access to complex medical backgrounds, and no cross-selling guarantee. For IFAs and financial advisers seeking specialist protection capacity.
• Signpost Health Insurance Referral program for intermediaries to direct clients for private medical insurance, offering 33% commission share and an average client saving of 23% on switching insurers. For IFAs and intermediaries referring private medical insurance clients.
• Life & Health for Polish-Speaking Customers Polish-language insurance advisory and broking service for Polish residents in the UK, covering life insurance, income protection, critical illness, and Over 50s life insurance, with Polish-speaking advisers. For Polish-speaking UK residents needing native-language insurance advice.

Quantifiable outcome

• Average savings of 23% by switching insurers via Howden Life & Health. Based on review of 200 clients (100 in August 2021 and 100 December 2021). Average saving was £495.34 per year.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

35 partnerships are on record, tiered core and minor.

• Protection Distributors Group (PDG)coreStrategic or Co-development PartnerHowden Life & Health are proud to be founding members of the Protection Distributors Group (PDG), indicating a deep strategic commitment to industry leadership and collaboration in the protection insurance sector.
• Association Of Medical Insurers and Intermediaries (AMII)coreStrategic or Co-development PartnerActive members of AMII, demonstrating commitment to industry standards and professional development in the medical insurance and intermediary sector.
• AIGcoreChannel Partner/ Reseller/ DistributorPart of the panel of insurers providing life insurance, over 50s cover, income protection, and group protection products.
• AvivacoreChannel Partner/ Reseller/ DistributorMajor insurer partner across life insurance, private medical insurance, income protection, and group protection products.
• Legal & GeneralcoreChannel Partner/ Reseller/ DistributorKey insurer partner for life insurance and group protection products.
• ZurichcoreChannel Partner/ Reseller/ DistributorMajor insurer partner across life, health, income protection, and corporate risk products.
• BupacoreChannel Partner/ Reseller/ DistributorLeading private medical insurance provider with coverage across individual, group, dental, and health assessment products.
• AXA PPPcoreChannel Partner/ Reseller/ DistributorProvider of private medical insurance for individual and group coverage.
• VitalitycoreChannel Partner/ Reseller/ DistributorHealth and life insurance partner offering individual and group coverage options.
• Royal LondoncoreChannel Partner/ Reseller/ DistributorMutual insurer partner for life insurance and income protection products.
• LV=coreChannel Partner/ Reseller/ DistributorInsurer partner for life insurance and income protection products.
• SunLifecoreChannel Partner/ Reseller/ DistributorLife insurance partner for life and over 50s insurance products.
• SagaminorChannel Partner/ Reseller/ DistributorOver 50s focused insurance provider partnered for health insurance products.
• RedArc AssuredminorStrategic or Co-development PartnerSubsidiary of Howden Broking Group providing invaluable support and services to help corporate clients manage their employees' wellbeing. Referrals made upon request.
• WPAminorChannel Partner/ Reseller/ DistributorHealth insurance provider for individual and group medical insurance products.
• Canada LifeminorChannel Partner/ Reseller/ DistributorGroup protection insurance provider.
• UNUMminorChannel Partner/ Reseller/ DistributorGroup protection and dental insurance provider.
• Nuffield HealthminorChannel Partner/ Reseller/ DistributorProvider of group health assessments for corporate wellness programs.
• CignaminorChannel Partner/ Reseller/ DistributorInternational health insurer providing group medical and dental insurance.
• The ExeterminorChannel Partner/ Reseller/ DistributorUK-based insurer providing life, health, and income protection products.
• GuardianminorChannel Partner/ Reseller/ DistributorLife insurance provider.
• Shepherds FriendlyminorChannel Partner/ Reseller/ DistributorFriendly society providing over 50s and income protection products.
• One FamilyminorChannel Partner/ Reseller/ DistributorLife insurance and over 50s cover provider.
• National FriendlyminorChannel Partner/ Reseller/ DistributorFriendly society providing life insurance products.
• AegonminorChannel Partner/ Reseller/ DistributorLife insurance provider.
• Holloway FriendlyminorChannel Partner/ Reseller/ DistributorIncome protection provider.
• Realm ProtectionminorChannel Partner/ Reseller/ DistributorIncome protection provider.
• British FriendlyminorChannel Partner/ Reseller/ DistributorIncome protection provider.
• MetLifeminorChannel Partner/ Reseller/ DistributorGroup income protection provider.
• Beagle StreetminorChannel Partner/ Reseller/ DistributorLife insurance provider.
• Scottish WidowsminorChannel Partner/ Reseller/ DistributorLife insurance provider.
• Freedom HealthminorChannel Partner/ Reseller/ DistributorPrivate medical insurance provider for individual and group coverage.
• General and MedicalminorChannel Partner/ Reseller/ DistributorHealthcare insurance provider for individual and group policies.
• MoneysavingexpertminorGTM or Marketing PartnerPrice comparison platform that recommends Howden Life & Health for insurance products.
• Comparethemarket.comminorGTM or Marketing PartnerPrice comparison platform that recommends Howden Life & Health for insurance products.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Reassured: Reassured is a UK life insurance and over-50s cover broker operating a large multi-carrier panel with both online quote journeys and adviser-led support. Directly comparable on life and over-50s retail placement and on panel-driven competitive pricing.
• ActiveQuote: ActiveQuote is a UK life and health insurance intermediary arranging personal protection and private medical cover across a panel of insurers. Comparable to Howden on retail personal-lines brokerage, multi-carrier panel structure and UK consumer target market.
• LifeSearch: LifeSearch is one of the UK's largest specialist life insurance intermediaries, offering life, critical illness and income protection comparison across multiple insurer panels. Directly comparable to Howden Life & Health in product scope, panel breadth, advisory-led model and target customer (UK consumers seeking personal protection).
• Drewberry Insurance: Drewberry is a UK protection insurance broker specialising in life insurance, income protection, critical illness and private medical insurance, with a strong corporate employee-benefits practice. Comparable to Howden Life & Health across both retail and group protection lines and the multi-insurer panel model.

Broad incumbents

• Legal & General: Legal & General is a major UK life and group protection insurer selling both direct and through intermediaries including Howden. Comparable as a broad incumbent covering the same life and group protection product categories with overlapping distribution.
• Aviva: Aviva is one of the UK's largest insurers offering life, health, group protection and pensions directly to consumers and through brokers — Howden is a key distribution partner for many of its protection products. Comparable as a broad incumbent in the same product categories, though Aviva is primarily a carrier rather than an intermediary.
• Bupa: Bupa is a leading UK private medical insurer providing individual and group health cover both directly and through intermediaries such as Howden. Comparable as a broad incumbent health insurer that overlaps materially with Howden's health insurance placement business.

Emerging players

• Vitality: Vitality is a UK health and life insurer combining wellness incentives with insurance products, selling direct and through intermediaries including Howden. Comparable on life and health insurance and on panel-driven distribution, with a more differentiated engagement model via wellness programmes.
• Bought By Many (Many Pets): Bought By Many pioneered direct-to-consumer digital insurance placement in the UK and has expanded into pet and other lines using data-driven underwriting. Comparable as a UK-born insurtech-enabled broker challenging traditional intermediaries like Howden on customer experience and pricing.
• Life Insurance Comparison (LifeSearch-adjacent comparison sites): UK life and protection insurance comparison platforms focused on aggregator-driven placement with optional advice. Comparable on multi-carrier life and income protection placement, though operating with a more digital, lower-touch model than Howden's adviser-led approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/HowdenLandH
• Facebookfacebook.com/howdenlandh
• LinkedInlinkedin.com/company/assured-futures

Revenue estimate

Valuation estimate

Number of profiles

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 Howden Life & Health