The best free gifts with life insurance (2019)

We have spent the last week reviewing all the life insurance policies currently available that come with a free gift.

Free life insurance welcome gift card

Our findings are below and hopefully, they’ll help you find the best available deals in the UK.

Insurers use this incentive to encourage you to buy directly from them. But, is the free gift worth it, or can you secure a better policy deal by using a broker?

Read on to learn about the best life insurance with a free gift offers available, (and why they may not be as appealing as they first appear).

*Please note: our ‘life insurance with free gift’ article was updated 11/12/18.

Compare Life Insurance Quotes »

Legal & General - Free gift with life insuranceLegal & General
£70 Gift Card or M&S e-Gift Card

Let’s start with one of the largest insurers in the UK, Legal & General. They’re currently offering new customers a £70 Gift Card or M&S e-Gift Card[1].

Previously, they were offering up to £150 Amazon or M&S gift cards. The value of this gift card was tiered and dependent on the cost of your monthly premiums – the higher the premium, the larger the gift card.

Now, however, they’re only offering a flat £70 welcome gift to all new customers applying either online or over the phone.

Applications must be made directly through the Legal & General website and the offer is not available to cashback customers.

What’s more, your policy must have been in place for 6 months before being entitled to claim the free gift card. Lastly, the gift card must be redeemed within 12 months of the policy start date.

Legal & General free gift card

So, as with the vast majority of free gifts with life insurance offers, the reality rarely lives up to the initial excitement.

Key points with the £70 Legal & General gift card offer:

MoneySuperMarket life insurance gift offerMoneySuperMarket
£125 Voucher (M&S, Argos or Next) or Hotel stay for 2

MoneySuperMarket is now offering a £125 voucher to new life insurance customers – (up from £75 as offered in early 2018). You still have the choice of either M&S, Argos or Next vouchers[5].

You have to purchase the policy either directly through or their selected partner LifeSearch Ltd to be entitled to the vouchers. This is different from most other offers which don’t involve a 3rd party.

In another addition, MoneySuperMarket recently added a hotel stay for 2 option, (instead of the £125 vouchers, not as well as). The hotel offer is obviously subject to availability.

MoneySuperMarket - £125 free gift with life insurance cover

Can you claim the gift straight away?

No. Only after paying your 3rd monthly premium, will you be eligible for either gift. However, you’ll have to wait up to 40 days from your 3rd premium before being asked your choice of voucher.

Then you have to wait up to another 28 days before the gift is actually issued.

Key points with the MoneySuperMarket £125 gift card offer:

Zurich free gift with life coverZurich
Up to £100 Love2Shop Gift Voucher

Zurich is currently offering new customers up to £100 Love2Shop vouchers for taking out a policy directly through their website[2].

If you’re not familiar with Love2Shop, their vouchers are accepted at over 150 UK brands, including Virgin, Thomas Cook and Debenhams. For a full list of accepted retailers see here »

Love2Shop voucher

So this voucher, although less in monetary terms than Legal & General offers the customer a wide choice of different brands.

Again, the value of your gift voucher depends on how much your monthly premium costs.

In Zurich’s terms, it states, ‘we calculate the value of your vouchers as the combined value of your first six months payments, rounded down to the nearest £5, to a maximum value of £100‘.

For example, if your monthly premium is £9.75, after 6 months you’ll have paid £58.50 in premiums. Therefore, you would be entitled to a £55 Love2Shop voucher.

Key points with Zurich’s £100 Love2Shop offer:

Vitality £29 Apple Watch offerVitality
Apple Watch Series 4 (from £99 upfront)

From our research, most life insurance or over 50s policies either offer vouchers, gift cards or who could forget Parky’s Parker pen.

Vitality life insurance, however, is offering something a little different, a choice of 2 different Apple watches – Apple Watch Series 4 (from £99) and Apple Watch Series 3 (from £9) [3].
Apple Watch Series 3 GPS
(Okay, the Apple watches are not ‘free‘ with life insurance, but we had to include this incentive in our findings).

Apple products, as I am sure you know, are very sought-after and not cheap. When we looked at the Apple Store a Series 4 costs from £399!

On the face of it, this is a cracking offer, but let’s dig down into the detail and see who is entitled to an Apple product.

In order to be eligible to receive an Apple watch firstly, you’ll need to pay a monthly premium of £35. (This on its own will exclude a large portion of policyholders, who simply don’t need this level of cover).

You’ll also need to add their ‘Wellness Optimiser‘ or ‘Vitality Optimiser‘ to your smartwatch, which is an additional £3.80 per month.

The optimiser app tracks and rewards you for improving your health, awarding you ‘activity points‘.

However, in order to actually receive the Apple watch for £99, you’ll have to earn a lot of activity points. If you don’t acquire the necessary points, the variable direct debit you have to set up for a 24 month period will mean you’ll end up paying much more.

So while we commend Vitality for offering a health-related incentive, the ‘Apple Watch from £99‘ headline, although achievable, could be perceived as a being a little misleading.

Lastly, you’ll need to complete an online health review. So not that straightforward after all.

Key points with the Vitality Apple Watch for £99 offer:

Direct Line - Online free gift offerDirect Line
Up to £180 Gift Card (, M&S or B&Q)

A really strong headline offer from Direct Line, £180 gift card! The most valuable gift we found during our research[4].

However, again, securing the free gift is not as straightforward as it first appears. The offer is tiered; the higher your monthly premium, the more valuable the gift card.

Free gift cards via Direct Line

Gift card amount is calculated as follows:

As with nearly all the insurer incentives, you have to have paid a certain number of premiums before being entitled to the offer. Here it’s 6 months worth of payments.

To be entitled to the top £180 gift card you’ll need to be paying over £30 worth of premiums every month. The reality is that very few of us actually require this level of cover.

This Direct Line offer is limited to 2 per household and new customers only. (In fact, most of the offers we identified were for new customers only – an attempt to onboard you? But, what about existing customers?)

You may or may not be aware that Direct Line life insurance is actually provided by Legal & General. As a result, if you have previously cancelled an L&G policy you’ll not qualify for this offer.

Key points with Direct Line’s £180 gift card offer:

TopCashback - Life insurance with free giftTopCashback
Up to £510 cashback

Cashback sites, such as the market leaders TopCashback and Quidco, are very interesting and you could make a saving of £500 or more.

However, in order to achieve this enormous headline saving, you have to be paying a huge monthly premium.

For example, TopCashback is currently offering an ‘exclusive’ deal for Beagle Street claiming £400 cashback[6]. Sounds pretty generous right? Who wouldn’t like to make a £400 saving?

However, when you click through you realise you can only achieve this saving if your monthly premium is £70 or more! Which would exclude the vast majority of policyholders.

After that, the saving decreases on a tiered basis. So, if your monthly premium is £5 or less, then your cashback offer is a more modest £50.

In order to receive the cashback, you’ll have to have made 6 consecutive monthly premium payments.

Once you have reached this stage, your cashback will be processed and you should receive the funds within 2-8 weeks.

Lastly, if you have a premium account with either Topcashback or Quidco there’s an annual £5 fee to factor in, (recouped from your cashback sales).

Key points with the TopCashback & Quidco offers:

Beagle Street - Free Will-writing offerBeagle Street
FREE will-writing service worth £150

Beagle Street is offering a free will-writing service to try and incentivise new customers[7].

You have to be a UK resident in order to receive the will-writing offer. However, unlike other gifts, there is not a minimum number of premiums you have to pay before you can benefit.

The offer is for a free ‘simple‘ will. The definition given by Beagle Street for this type of will is; ‘a Simple will is a will that disposes of the customer’s estate to a maximum of six beneficiaries without the use of trusts or tax planning’.

If you have a joint policy you have the option of a ‘Joint Mirror Will‘. This is described as; ‘a Joint Mirror Will is a joint simple will that disposes of a couple’s estate to the same beneficiaries‘.

It’s important to state that if you require a more complicated will to be written, this will be at an additional cost, (not covered by Beagle Street).

So this perk won’t be for everyone and depending on your circumstances, it may be that it’s better to spend money on something so important.

Key points with the free will-writing Beagle Street offer:

Compare Life Insurance Quotes – Find the best policy »

Over 50 life insurance with free gift

Over 50 plans, a form of life assurance, have long used a welcome gift to entice older customers to take out a policy.

But who is offering the best over 50s gift? Who is entitled to the gift? Are there any pitfalls to be wary of?

Read on to learn all about the best over 50s life insurance with free gift offerings in 2018.

SunLife guaranteed over 50s plan welcome giftSunLife
£100 Love2Shop Gift Card

SunLife’s Guaranteed Over 50 Plan is probably the most recognisable policy on the market.

They currently offer both new and existing customers a £100 Love2Shop gift card[8], the most generous we found. Love2Shop gift cards, as mentioned above, are accepted at over 150 UK brands.

£100 Love2Shop gift card from SunLife

Previously, SunLife had offered a £75 gift card for M&S or Argus, so not only have they increased the value of their gift but also the number of places you can shop.

One thing worth mentioning here is that you’ll not receive the gift card until you’re 4 months into the policy. (You have to pay 3 months premiums and the first month is free).

Unlike most standard life insurance gifts, you’re eligible whether you apply online or over the phone. Perhaps in recognition of the generational differences in customer behaviour?

Strangely though, if you apply by post you’re only entitled to a £75 gift card.

Key points with the £100 SunLife offer:

Churchill's over 50s £75 gift cardChurchill
£100 Gift Card (Amazon, Argos or M&S)

Another popular over 50s plan is offered by insurer Churchill. Unlike Sunlife, you do get more flexibility because they offer an Amazon option. Which opens you up to virtually every feasible online purchase[9].

In fact, this offer is less generous than their standard life insurance offer where you can get a £120 gift card. However, in order to be eligible for the top gift, you need to be paying over £30 a month premiums.

As with most offers we have investigated you’re not able to claim the gift until you have paid in 3 consecutive months premiums (and obviously not cancelled).

Can you see a reoccurring theme developing?

Key points with the £100 Churchill offers:

OneFamily over 50s giftOneFamily
£30 M&S Gift Card or 3 months cashback

We thought it was worth including the OneFamily free gift offer in our review again because it’s a bit different.

Although the £30 free M&S Gift Card is pretty underwhelming, you do have the option of requesting 3 months cashback on your premiums[10]. The only cash back option we identified directly from the insurer.

Although the £30 voucher is bettered by the majority of over 50s life insurance free gifts, OneFamily does issue the gift faster. ‘Usually‘ within 28 days of receiving your 1st premium.

If you choose the cash back option from OneFamily, they’ll return 3 months premiums back to you, but only after they have received 6 months’ premiums.

So, as with all these free gifts, the insurer makes sure you’re committed to the policy and that they have covered their costs, before issuing.

Key points with the OneFamily offers:

Shepherds Friendly fee gift with life insurance offerShepherds Friendly
£50 Love2Shop Voucher

On the face of it, a £50 Love2Shop voucher is not that exciting as a free welcome gift.[11] However, what we liked about this offer was that policyholders don’t have to pay a certain premium in order to get the full £50 voucher.

Unlike other insurers, whether you pay £10 a month or £50 a month you’re still entitled to the gift after 6 months of paying your premiums.

As mentioned above a Love2Shop voucher actually provides a lot of flexibility, as over 150 well-known brands accept them. Including HMV, Mothercare, House of Fraser and Thomas Cook.

Key points with the Shepherds Friendly over 50s offer:

The most important thing is securing the RIGHT cover

So there we have it, the best life insurance and over 50s plans with free gifts as we see it in 2018.

It could be that a free gift is enough of an incentive for you to take out that policy – especially if you’ve shopped around and all the rates are very similar.

However, we believe the single most important thing is securing suitable life insurance that meets your specific needs, over the entire policy term.

A free gift is obviously an incentive for you to take out a policy. But, in the long-term, it’s much more important (and cost-effective) to make sure you secure the right policy, from the right insurer, at the right price.

At Reassured we use the information you provide to search the market on your behalf, at no cost to you, identifying the very best policies. Then we offer you the choice!

We’re a customer-focused brokerage, here to explain any industry jargon and help you understand the policy, the terms and the application process.

Compare Life Insurance Quotes » Find the cheapest policy

Please note, if you purchase life insurance through a broker, like Reassured, generally you’ll not be entitled to the gift.


[1] +

[2] +

[3] +



[6] +


[8] +


[10] +

[11] +