Reassured

Reassured, a UK life insurance broker built around comparison

Reassured presents itself as the UK's largest life insurance broker, a claim the company makes in its own promotional material. It operates as an intermediary: rather than underwriting policies itself, it compares quotes from a panel of leading insurers and helps customers arrange cover by phone or through its online service. The company states that it is FCA-registered and describes its service as award-winning.

The broker reports having helped protect more than one million UK families and cites over 16 years of industry expertise. It also states that it is one of the highest rated life insurance brokers on Trustpilot, where the site displays an 'Excellent' rating of 4.8 out of 5 based on 104,656 reviews. According to the information on the site, insurers working with Reassured paid out £73 million in 2025.

How the comparison service works

The process is set out in three steps. The customer first completes a form with questions about themselves and the cover they need. Reassured then returns personalised quotes drawn from its insurer partners, alongside support to make an informed choice. The final step is securing the policy. The company stresses that the quotes are free and carry no obligation, and that support is available from a UK-based team of experts whether the customer compares cover over the phone or uses the online service.

Life insurance products compared

The core of the offering is life insurance, which the site describes as a policy paying a cash lump sum if the policyholder dies during the policy term, intended to help a family cover costs such as mortgage repayments, childcare and bills. Premiums are fixed monthly amounts that depend on age, health and lifestyle, and the company notes that prices are cheaper when cover is taken out younger. The main variants listed are:

• Level term life insurance, with a lump sum that stays the same throughout the term.
• Decreasing term life insurance, where the payout reduces over time, usually in line with a repayment mortgage, and which the site describes as often the cheapest type.
• Over 50 life insurance, offering guaranteed acceptance for UK residents aged 50 to 85 and a fixed lump sum on death.
• Whole of life insurance, providing cover for the rest of the policyholder's life.
• Family income benefit and critical illness cover.

The site also sets out potential uses for a payout, including protecting the family home and lifestyle, covering outstanding debts, contributing to funeral costs (it cites an average UK funeral cost of £3,828), leaving a cash gift and paying inheritance tax on an estate.

Income protection

Beyond life cover, Reassured compares income protection policies, described as replacing a percentage of income if the policyholder is unable to work because of illness or injury. The material distinguishes long-term from short-term income protection and own occupation cover, and contrasts income protection with both life insurance and critical illness cover. It also addresses pre-existing medical conditions, mental health and smoker cases, and lists versions aimed at the self-employed, contractors, sole traders, executives, nurses, teachers and doctors.

Guides by circumstance and medical condition

A large part of the site is editorial guidance organised around who is seeking cover and what situation they are in. Family-related pages cover life insurance for mums, dads and parents, during pregnancy and after divorce. Medical-condition pages address Crohn's disease, depression, type 1 and type 2 diabetes, epilepsy, multiple sclerosis and being overweight, alongside pages on impaired life cover and policies for smokers, alcohol users and drug users. Occupation-based pages cover the self-employed, contractors, offshore and high-risk work, military and police personnel, nurses, teachers, doctors and truck drivers, while hobby pages address motorcyclists, rock climbers, extreme sports and motorsport. There are also sections on senior cover, including over 60, over 70 and over 80 policies, no-medical-exam options and funeral planning, with breakdowns of funeral costs, burial and cremation costs in the UK.

Insurer panel

Reassured names the providers it works with. For life insurance the site lists Aviva, Legal & General, LV=, Royal London, Smart Insurance, Vitality and Zurich. For income protection it lists Aviva, British Friendly, Cirencester Friendly, Legal & General, LV=, Royal London, Vitality and Zurich. For over 50 cover it names SunLife, One Family, Cover Today, Churchill, Legal & General, Aviva and Post Office.