LifeSearch, a UK-based protection advice specialist, has become the first company to integrate a fully digital trust solution into a self-serve life insurance journey, enabling customers to place policies bought online directly into trust.
The move supports LifeSearch’s ambition to place 80% of all life insurance policies into trusts, ensuring customers and their loved ones are properly protected.
The market-first solution is delivered in partnership with Trust Genie and Yavia, embedding trust creation directly into LifeSearch’s online quote and purchase journeys.
For the first time, customers can complete a policy purchase and ensure their payout goes to the intended beneficiaries in a single seamless digital experience, avoiding delays or unnecessary tax exposure.
By integrating trusts into the online protection journey, LifeSearch makes trust creation a standard part of buying life insurance.
The new LifeSearch app, powered by Yavia’s engagement platform and Trust Genie’s end-to-end trust engine, provides a communications hub, educational content, and a fully digital trust experience at no additional cost to the customer.
The integration addresses a long-standing gap in the market. According to a 2023 Swiss Re report, fewer than one in five (18%) new life policies in the UK were written in trust, with 40% of under-45s living together unmarried, creating a risk that partners may not automatically receive payouts if intestacy rules apply.
Trust Genie already supports LifeSearch’s advised clients, using AI to guide customers, produce personalised plain-English summaries, and eliminate double entry across multiple policies. Trustees are brought into the system with clear guidance, digital signing and ongoing support. Completed trusts are automatically submitted with the correct packaging rules to ensure accuracy and auditability. LifeSearch aims to extend Trust Genie’s over 90% completion rate to self-serve clients.
Placing a policy into trust ensures payouts go directly to beneficiaries without delay or unnecessary tax exposure. It also supports faster claims settlement and clearer financial outcomes, aligning with the Consumer Duty’s focus on reducing foreseeable harm.
Debbie Kennedy, chief executive of LifeSearch, said: “At LifeSearch our purpose has always been focused on the customer – to protect people properly. That is why we are passionate about supporting our customers beyond the sale of a policy, whether that’s through an advised or a self-serve journey. By both educating and supporting all of our customers to put their life insurance into trust, we can help ensure the right money reaches the right people at the right time, avoiding unnecessary delays and tax exposure.
“This market-first digital solution for online self-serve journeys shows our commitment to innovation and investment in our customers. By partnering with Trust Genie and Yavia, we’re combining technological excellence with genuine customer care. Being first to market with this solution demonstrates our technology credentials and our determination to drive meaningful change across the protection industry.”
Neil Glover, chief commercial officer at Trust Genie, said: “We’re incredibly proud of Trust Genie. It’s accepted by all major insurers, delivers over 90% completion and, most importantly, supports the outcomes and personal motivations behind a client’s decision to purchase protection. A trust is the starting point, but good outcomes rely on connecting the client and their adviser with the insurer who will deliver the benefit, and the trustees who may one day need to act.
“We built Genie to do exactly that, synchronising logic, dynamic forms and bounded AI to create a safe, compliant and personalised journey. We’re grateful to the insurers, particularly their trust and legal teams, for the time and expertise they shared, and to LifeSearch for insights in helping us shape such a strong customer experience.”
Joanne Cole, founder of Yavia, said: “Yavia is already powering digital engagement for advisers across the UK, and we are excited to bring that same proven technology to LifeSearch and Trust Genie. Together, we are enabling a modern, intuitive trust journey that delivers better customer outcomes, creating a more educated and engaged customer who understands the importance of their policy and recognises the value of protecting their money through the trust process.”
Keep up with all the latest FinTech news here
Copyright © 2025 FinTech Global
