Surely, the life insurance brand from Certua Life, has partnered with Heka, the personalised, health-led employee benefits platform, to bring flexible, personalised life cover to Heka’s members, built directly into the platform they already use day to day.
The tie-up means staff at companies that use Heka can now set up individual life cover through the platform in a matter of minutes, with pricing starting from £5 a month.
The partnership is designed to close a gap identified by the FCA’s Pure Protection Market Study interim report, published in January 2026, which found that 72% of identified protection needs in the UK go unmet, largely because consumers are not aware they need cover and are rarely prompted to think about it.
Rather than offering a policy that is fixed on the day it is bought, Surely has been built to be revisited at every renewal and adjusted as circumstances change, whether that is moving home, starting a family, or any other shift in personal or financial circumstances.
By sitting inside a platform members already trust, Heka is able to re-engage employees as their needs evolve, aligning the platform, the insurer and the customer around the same goal: keeping people properly covered over time rather than selling a single policy and moving on.
Heka is a personalised, health-led benefits platform that gives employees a route into support across mental health, fitness, nutrition, general health, fertility, menopause, learning and finance, drawing on hundreds of UK providers.
The platform is built to learn what each individual actually needs and surface the right support at the right time, with 98.5% of bookings made through the platform going towards preventative health rather than treatment after a problem has already arisen.
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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