The InsureLife Group

Name

The InsureLife Group

Legal name

Insure Life Limited

Website

https://insurelifegroup.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Life insurance brokerage
• Critical illness cover
• Income protection insurance
• Private health insurance
• Business protection insurance

Headquarters

HQ city

Nantwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: The company acts as an insurance broker, earning commissions from panel underwriters for placing protection policies. Revenue derived from life insurance, critical illness cover, income protection, private healthcare, sports insurance, military cover, and business protection products.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The InsureLife Group is an FCA-regulated UK insurance brokerage that arranges protection insurance products on behalf of individual consumers, families, sports professionals, armed forces personnel, and small businesses. Its core offerings include life insurance, critical illness cover, income protection, private healthcare, sports career protection, specialist armed forces cover, and business protection, all sourced from a panel of A++ rated underwriters and delivered through a sales-led advisory model.

Product overview

The InsureLife Group offers a portfolio of protection insurance products under distinct sub-brands. The core offerings include INSURELIFE (life insurance), Critical Illness Cover, Income Protection, INSUREHEALTH (private medical insurance), INSURESPORT (sports career protection), INSUREMILITARY (armed forces specialist cover), and INSUREBUSINESS (business protection). These products are designed to protect individuals, families, and businesses against death, critical illness, injury, and other unexpected events, with coverage terms ranging from 1 to 50 years. The company works with multiple A++ rated underwriters to provide flexible, affordable protection solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• INSURELIFE (Life Insurance) Life insurance policy that pays out a predetermined lump sum to dependants should the policyholder pass away during the contract term, helping cover mortgage repayments, bills, and other financial commitments. Cover is available from 1 to 50 years and is arranged through A++ rated underwriters.
• Critical Illness Cover Provides financial support if the policyholder is diagnosed with a life-changing critical illness, covering up to 178 conditions including ABI definitions. Helps with treatment costs and salary replacement during recovery.
• Income Protection Provides a monthly tax-free income if the policyholder is unable to work due to illness or injury, continuing until they can return to work or for the plan term if unable to recover.
• INSUREHEALTH (Private Healthcare) Private Medical/Health Insurance that covers tests and surgery for acute conditions, offering benefits such as skipping NHS waiting lists, private room options, and wider treatment types including cancer, mental health, dental, and optical care.
• INSURESPORT (Sports Insurance) Career ending insurance and injury protection for sporting professionals, providing financial support if a career is terminated prematurely due to injury or illness, covering recovery costs and supplementing lost income.
• INSUREMILITARY (Armed Forces Specialist Cover) Specialist insurance coverage for members of the Armed Forces addressing gaps in death in service, income protection, and critical illness cover that cease upon leaving service, including personal accident, free will writing service, and life cover written into trust.
• INSUREBUSINESS (Business Protection) Business protection insurance including Shareholder Protection, Key Person Insurance, Business Loan Insurance, and Relevant Life Plans to safeguard businesses during challenging times.

Quantifiable outcome

• Most customers get a quote and decision within 5 minutes
• +4 more outcomes

Named customers6 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

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Nantwich Town FCminorGTM or Marketing Partner · 9 November 2019The InsureLife Group served as Match Sponsor for Nantwich Town FC's historic FA Cup R1 Proper tie against AFC Fylde. This was the club's first ever home tie in this stage of the competition, only their third appearance at this level. Adam Kirkham (Director) attended with NTFC Director Jon Gold.
• Exercise Always RememberedminorGTM or Marketing Partner · 1 November 2019Main sponsor for Exercise Always Remembered - Supporting the Armed Forces on Remembrance and signing the Armed Forces Covenant with Sunderland AFC at the Stadium of Light. This sponsorship ran for a year and supported the 100th year of Remembrance in 2020. John Stephenson attended the event with Armed Forces officials.
• RAF ICARUS FC Football TeamminorGTM or Marketing Partner · 1 November 2019Official shirt sponsor of RAF ICARUS FC - the official football team of the Royal Air Forces. Founded in 1956, the club comprises current and former serving RAF officers and personnel. The club competes in 3 AFA cup competitions, has an active Veterans team, and plays over 40 fixtures annually including overseas visits. Ryan Bradshaw (RAF Project Delivery Manager) welcomed the partnership.
• Business Protection (Insurer)coreChannel Partner/ Reseller/ DistributorPartnership with Business Protection for business protection insurance products. The company partners with leading underwriters to provide shareholder protection, key person insurance, business loan insurance, and relevant life plans.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Yulife: UK D2C/insurtech life insurance provider using tech-led underwriting and engagement. Comparable as an emerging player in UK life distribution that competes for the same end customer but via self-serve tech rather than advisor-led.
• DeadHappy: UK insurtech offering simplified, direct-to-consumer life insurance products. Comparable as an emerging player competing for the same retail life insurance customer through a fundamentally different digital distribution model.

Broad incumbents

• Royal London: Major UK mutual life and pensions provider with a large intermediary distribution arm. Comparable as a broad incumbent that supplies panel capacity to UK brokers, but is itself an underwriter rather than a pure intermediary like InsureLife.
• Legal & General (UK Retail): Large UK life, health and protection insurer selling via adviser and direct channels. Comparable as a broad incumbent with overlapping life and critical illness products, but operates as a carrier rather than a pure broker.

Direct peers

• Drewberry Insurance: UK-focused protection and employee benefits broker advising individuals, families and businesses on life, critical illness and income protection. Directly comparable advisor-led, multi-product protection proposition.
• LifeSearch: UK specialist life and protection insurance broker operating as an intermediary across multiple underwriters. Closely comparable to InsureLife in core product mix (life, critical illness, income protection) and panel-based distribution model.
• The County Group: UK personal and commercial insurance brokerage group; notably, Dave Clapp built and sold County Insurance before founding InsureLife. Directly comparable multi-product UK brokerage with overlapping distribution model and advisor-led motion.
• Reassured: Large UK life insurance broker specialising in life and over-50s cover via a panel of leading insurers. Comparable in that it places protection policies with multiple underwriters and serves similar retail customer profiles.
• Cavendish Online: UK life insurance and protection broker serving individuals, families and business owners via a multi-insurer panel. Closely comparable in product set (life, critical illness, income protection, business protection) and broker economics.

Others

• MoneySupermarket (Life Insurance): UK price comparison and aggregator that distributes life and protection leads to panel brokers and insurers. Comparable as an adjacent ecosystem participant that influences customer acquisition costs for the entire UK protection distribution channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/InsurelifeGroup
• Facebookfacebook.com/theinsurelifegroup
• LinkedInlinkedin.com/company/the-insure-life-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The InsureLife Group