Certua Life Limited has officially launched, becoming the first new protection-focused life insurer to be authorised in the UK in nearly two decades.
Certua Life combines an insurance licence with technology designed to embed life insurance into the digital services millions of people already use.
More than half of UK adults have no financial safety net if they die or fall seriously ill—not because they do not need cover, but because traditional life insurance was never built to reach them.
The Financial Conduct Authority’s Pure Protection Market Study Interim Report found that 58% of UK adults hold no protection product at all, 72% of protection needs remain unmet, and more than 80% of sales still go through intermediaries most people never use.
Certua Life’s products are embedded within apps and platforms customers already use, from banking and savings to employee benefits and wealth management. Life insurance is presented where customers are already managing their finances, within a platform they already trust, without the need to move to a third party. Cover can be applied for in minutes, renews annually, and adapts as customers’ lives change.
For partners, a single integration replaces the complexity of legacy insurance systems, and a commercial model built on recurring revenue replaces the cycle of indemnified commission, clawbacks, and churn.
Certua Life is onboarding launch partners across fintech, employee benefits, and wealth management.
Tom Williams, CEO and Founder of Certua Life, 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.”
