Surely, the life insurance brand from Certua Life, which it claims is the first new protection-focused life insurer to be authorised in the UK in almost 20 years, has struck a partnership with Heka, the personalised, health-led employee benefits platform.
The tie-up will see life cover made available to Heka’s members directly through the platform.
Through the new arrangement, staff at companies that use Heka will be able to set up individual life insurance in a matter of minutes, with policies starting from £5 a month.
The partnership responds to findings in the FCA’s Pure Protection Market Study interim report, released in January 2026, which showed that 72% of identified protection needs across the UK go unmet. According to the regulator, this shortfall stems largely from consumers being unaware of their own needs and not being prompted to think about them.
Surely has been designed with this in mind, offering cover that can be reviewed and adjusted at each renewal rather than a static product bought once and left untouched. By sitting inside a platform Heka’s members already use for their wider wellbeing, the insurer aims to stay engaged with customers as their needs evolve, an approach intended to align the interests of the platform, the insurer and the policyholder around continued, appropriate coverage.
Heka, for its part, is a health-focused benefits platform that lets employees select support suited to their own circumstances, drawing on a network of UK providers spanning mental health, fitness, nutrition, fertility, menopause, learning and financial wellbeing.
Certua Life CEO and founder Tom Williams said, “Most people who need life insurance are never offered it, and what is offered rarely fits the life it’s meant to protect. Heka is the natural place to change that: a platform its members already use and trust to look after their wellbeing. From today, they can protect the people they love in the same place, with cover shaped around their own lives and built to change as their needs do. It’s time for something new.”
Heka CEO and founder Alex Hind said, “People do their best work when they’re supported as individuals, and that means the whole picture, not just the parts that fit a benefits catalogue. With financial wellbeing such a hot topic, giving people ways to choose peace of mind from their benefits is timely and important. Surely fits Heka because it’s so flexible: most life cover is fixed on the day it’s sold and never looked at again, while people’s circumstances keep moving. Surely is built to be revisited as life changes, which is the same principle the rest of Heka runs on.”
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