Reassured, the UK domiciled life insurance broker, has reached the milestone of providing more than two million life insurance and critical illness policies to customers since 2009.
In December 2025, the broker confirmed that it had recorded a 16% growth in the number of families protected through Term Assurance for the year to date.
This is against the backdrop of an overall market growth of just 2% in policy count in 2025, highlighting Reassured’s role in helping to close the UK protection gap.
The broker’s analysis stated that 70% of these families had not previously taken out life insurance. Additionally, in line with the FCA Market Study Interim Report, a key focus area for the protection industry is to close the protection gap, meaning Reassured is contributing towards reducing it further and improving access to suitable life and critical illness policies.
Reassured believes that its continued growth has been driven by its digital transformation strategy, which embeds AI and data capabilities throughout the business.
By implementing AI-powered call monitoring, the broker now delivers real‑time feedback to its sales and customer teams, helping to improve the overall customer experience and ensure more consistent, positive customer outcomes.
Reassured has also expanded its reach by re‑engaging customers through an intelligent AI chatbot, while data‑led marketing now enables highly targeted messaging that attracts new customer segments more effectively.
Mark Townsend, Chief Executive Officer, Reassured, commented, “Reassured is proud to reach this significant milestone of providing two million policies, which give vital financial protection for families across the UK.
“Life insurance is a crucial form of long-term protection which provides families with a financial safety net in moments when they are vulnerable and in most need of support. Reassured will continue to play a key role in helping families to purchase this protection to help to close the protection gap in the UK.”
Townsend added, “By continually investing in technology such as AI, which is significantly improving our understanding of customers’ ongoing needs, Reassured is playing its part in tackling the protection gap by reaching more UK families which have traditionally been under-insured.”
