Certua Life Limited, which claims to be the first new protection-focused life insurer to be authorised in the UK in nearly two decades, has officially launched, aiming to close a significant gap in financial protection across the country.
The insurer has entered the market at a time when, according to the FCA’s Pure Protection Market Study Interim Report published in January 2026, 58% of UK adults hold no protection product and 72% of protection needs remain unmet. More than 80% of sales in the sector still flow through intermediaries that most consumers never engage with.
Certua Life’s model is built around embedding life insurance directly into digital platforms that customers already use, spanning banking, savings, employee benefits, and wealth management.
Rather than directing users to a separate insurer, cover can be applied for within minutes through a platform the customer already trusts, with no third-party handoff required. Policies renew annually and are designed to adapt as customers’ circumstances change.
For platform partners, a single integration replaces the complexity associated with legacy insurance infrastructure, while a recurring revenue commercial model replaces the traditional cycle of indemnified commission, clawback, and churn.
Certua Life is currently onboarding 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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