Reassured achieves two million life and critical illness policy milestone

Reassured achieves two million life and critical illness policy milestone

Reassured, the UK’s largest life insurance broker, has announced it has achieved the milestone of providing more than two million life insurance and critical illness policies to customers since 2009.

Reassured Chief Executive Officer Mark Townsend said: “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.”

In December 2025, Reassured announced that it had recorded a 16% growth in the number of families protected through Term Assurance for the year to date. This compares to overall market growth of just 2% in policy count during the same period, highlighting Reassured’s role in helping to close the UK protection gap. Seventy percent of these families had not previously taken out life insurance, according to research from Reassured. As outlined in 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’s continued growth has been driven by its ambitious digital transformation strategy, which embeds AI and data capabilities throughout the business. By implementing AI powered call monitoring, the company now delivers real‑time feedback to its sales and customer teams, helping to improve the overall customer journey 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. Together, these innovations have played a pivotal role in accelerating the company’s growth and reinforcing its position as a leader in the protection market.

Mark 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.”

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