Certua Life, which claims to be the first new protection-focused life insurer in the UK in nearly two decades, has launched to bring embedded life insurance to the millions of UK adults currently without financial protection.
According to the FCA’s Pure Protection Market Study Interim Report, published in January 2026, more than half of UK adults — 58% — hold no protection product whatsoever, while 72% of protection needs across the country remain unmet. Over 80% of sales in the sector continue to pass through intermediaries that the vast majority of consumers never access.
Rather than operating through traditional intermediary channels, Certua Life embeds its products directly within the digital platforms customers already use day-to-day, including banking apps, savings platforms, employee benefits schemes, and wealth management services.
Customers can apply for cover within minutes, without being redirected to a third party, and policies renew annually while adapting to changing life circumstances. For partners integrating the product, a single connection replaces the complexity of legacy insurance systems, and a recurring revenue structure removes the reliance on indemnified commission, clawback, and churn that characterises much of the existing market.
The company is currently onboarding its first wave of launch partners across FinTech, employee benefits, and wealth management.
Certua Life CEO and founder Tom Williams said, “More than half of UK adults have no financial protection for the people who depend on them. Not because they don’t need it, but because the system was never designed to reach them. That’s not a problem legacy insurers can solve. Someone managing their money on their phone should be able to protect the people who depend on it in the same moment. We built an insurer to make that possible. It’s time for something new.”
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