50 Plus Life

50 Plus Life: life insurance for the over 50s in the UK

50 Plus Life is a registered trading name of Smarter Cover Limited, a company registered in England and Wales under number 07123871 with registered office at First Floor, Bluebird House, Mole Business Park, Randalls Road, Leatherhead, Surrey, KT22 7BA. Its business focuses on the marketing of life insurance for UK residents aged between 49 and 80.

Product and application conditions

The policy is designed to make cover easy to arrange without medical procedures: no medical exams, blood tests or health questionnaires are required, and acceptance is guaranteed for UK residents aged 49 to 80. The only lifestyle question asked is whether the person smokes. The monthly premium can be set between £5 and £100, with a sum assured of up to £20,000. Premium payments continue until age 90, and the company warns that, depending on the policyholder's longevity, the total paid in could exceed the amount eventually paid out.

Key cover and guarantees

• Accidental death cover from day one, with a payout equal to twice the sum assured in the event of accidental death.
• Full cover for natural death after a 12-month moratorium from the start of the policy.
• 48-hour claims promise: if claims are not paid within two business days of receiving correctly completed documentation, the company pays an extra £250.

Purpose of the cover

According to the company's information, the insurance can help cover funeral costs, pay off debts or leave a gift for loved ones. The company stresses that this is not a funeral plan and does not guarantee that all funeral costs will be met. It also notes that inflation may reduce the value of the cover and that an Increasing Benefit Option is available to protect the policy from that effect.

Customer service and applications

Applications can be started via an online form or by phone. The sales team is based in the UK and handles enquiries from applicants. The company states that cover can be in place on the same day and that the quote process is free and without obligation. The policy is administered and underwritten by iptiQ Life S.A. UK Branch, an entity authorised and regulated by the Commissariat aux Assurances in Luxembourg, with a UK branch authorised by the Prudential Regulation Authority and subject to regulation by the Financial Conduct Authority.

Customer reviews

The site shows an average rating of 4.9 out of 5, with testimonials highlighting the clarity of the explanation received, the usefulness of the phone service and how well the policy suited family needs. The reviews collected relate to experiences in 2024.

Location and contact

Smarter Cover Limited, First Floor, Bluebird House, Mole Business Park, Randalls Road, Leatherhead, Surrey, KT22 7BA