Platform provides the fastest customer journey to purchase of any comparison site in the UK

The UK’s largest insurance broker*, Reassured, has launched its new digital platform, offering customers the opportunity to directly purchase life insurance online, providing quick and easy access to financial protection.

Along with Reassured Advice Limited, launched in 2021, this means that Reassured can now offer the full breadth of purchase routes for those seeking Protection, making the firm truly omnichannel.

The digital proposition, launched in collaboration with established technology firm The IDOL, currently boasts six major insurers: Legal & General, Aviva, LV=, Zurich, AIG Life and Vitality Life and offers a genuine “buy now” process, based on a single underwriting question set and is fully customisable for use by partner firms on a white label basis.

The platform has been designed to give full flexibility to customers, with the option to either buy online or speak to a Reassured agent to assist with the purchase.

Reassured agents are able to pick up an application at the precise point the customer left it, enabling seamless customer support and avoiding the frustrations caused by standalone technology.

Compared to similar life insurance comparison sites, Reassured’s service provides the fastest customer journey from initial quote to full cover. Just 23 clicks separate the customer from a fully underwritten comparison, as opposed to upwards of 60 clicks elsewhere. The offering is also easily scalable with the addition of further insurers and other forms of protection in the offing, including critical illness cover.

The launch of the platform will be led by Simon Towndrow, the new Head of Product who joined from Klarna in February, and marks Reassured’s commitment to the development of technology solutions within the insurance industry and will be available for partners to adopt and offer to their customers on a white label basis, backed by Reassured’s offline assisted sales services.

Phil Jeynes, Director of Corporate Strategy at Reassured, comments:

Phil Jeynes headshot

Rather than entrench ourselves in a "one size fits all” position based on our historic ways of working, we’re proud to be expanding our proposition in order to offer even greater choice and coverage for customers seeking Protection.

To launch a brand new, genuinely “buy now” digital platform with the immediate backing of the majority of the UK’s largest insurers is yet another milestone in the ongoing development of our business.

Crucially, we have not built our digital platform in isolation from our telephony proposition, meaning customers can seamlessly transition from on to offline should they need support, with none of the frustrations often associated with switching channels.


Notes to editors:

About Reassured

Reassured is an award-winning, FCA regulated life insurance broker. As the UK’s largest life insurance broker * , the business specialises in arranging life insurance for families across the country and has helped protect over 1,000,000 families.

With over 10 years’ experience in the field, the business’s dedicated customer service team compare quotes from a range of leading insurers to help people find the right insurance policy for them.

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