Laura Benton

Laura founded Reassured in 2009 alongside Steve Marshall (CEO) when there were just 4 members of staff in a small office in Alton.

Reassured is now the largest life insurance broker in the UK*, with over 1,000 employees across 9 UK sites.

Laura’s reporting line consists of Sales, Recruitment, Learning and Development (L&D) and HR which means she is ultimately responsible for the hiring, growth, development and performance of all the sales teams in the business.

Laura has been instrumental in the significant growth and evolvement of the business – from designing and implementing the full end to end life insurance sales processes, (used by all sales staff at Reassured), to creating and developing the award-winning Learning & Development (L&D) and Recruitment teams.

Laura Benton profile

Laura’s focus is all things sales and people. From the working practices, the management development programmes to the career belts sales progression programme. If it’s to do with sales or people, its most likely been created by her.

Laura is a strong believer in EQ (emotional intelligence) over IQ when it comes to people in business. She believes people act based upon how they feel and how someone feels is their reality irrespective of the facts.

When you run a business with customers involved or any people in it, this needs to be the starting point of every decision. Laura is an expert in emotional intelligence in business practice and regularly coaches on this subject.

Laura’s role largely consists of constantly evolving the sales and people functions, the creation of the operational business strategy, driving the countrywide growth of the business in our existing locations as well as developing new ones.


Laura started in sales and worked her way up through every layer of sales management. She is proud of the fact that she has no formal qualifications, every part of her success have been from being driven, working hard and on the job experience of every role she directs.

Notable achievements

Laura has been shortlisted for a number of awards including:

Laura is one of a very small number of female board members within the life insurance industry (unfortunately) and even smaller when you consider she is under the age of 40.

She is a passionate driver in changing the gender mix of financial services and women in senior management positions.

Inspiring quote

“Leadership is a potent combination of strategy and character. But if you must be without one, be without strategy.” - General H. Norman Schwarzkopf

Why is having life insurance protection important to you?

Laura Benton, COO at Reassured

When someone loses a family member the overwhelming grief is immense, the worst thing a human can experience. Life insurance takes away the financial pressure, leaving families to think about the one thing they should be thinking about at that time, which is how much they loved the person they have lost.

Sometimes sales agents talk in terms of “leaving money for university fees” or “house deposits” which may be the case, but sometimes, it’s actually about a child being able to stay in the house that still smells like the mum they just lost.

This is deep, but that is what life insurance is. It’s personal, it’s distressing, it’s highly emotional - that’s why it’s important. It’s also why it’s an honour to be able to help out so many families every day– in the constant hope that only a small number of our customers as possible ever have to use it.

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