Certua Life has launched operations as a new protection-focused life insurer in the UK.
The insurer is pairing its life insurance licence with technology aimed at integrating cover into consumer-facing digital services.
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According to the company, it is the “first protection-focused life insurer to be authorised in nearly two decades”.
Certua Life is targeting areas such as banking, savings, employee benefits and wealth management platforms, where customers already manage their finances.
Under its approach, insurance products sit within partner platforms, enabling users to apply for cover in a matter of minutes.
Policies renew each year and can be updated as customers’ circumstances change.
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By GlobalDataCertua Life CEO and founder Tom Williams said: “More than half of UK adults have no financial protection for the people who depend on them. Not because they don’t need it but because the system was never designed to reach them.
“That is not a problem legacy insurers can solve. Someone managing their money on their phone should be able to protect the people who depend on it in the same moment. We built an insurer to make that possible. It is time for something new.”
Data from the Financial Conduct Authority’s Pure Protection Market Study Interim Report, published in January 2026, indicates that 58% of UK adults do not hold any protection product, while 72% of protection needs remain unmet.
The report also noted that more than 80% of protection sales continue to be conducted via intermediaries.
Certua Life said its model allows partners to replace existing insurance integrations with a single connection.
It also introduces a commercial approach based on recurring revenue, moving away from indemnified commission, ‘clawback’ and ‘churn’.
The company is currently onboarding initial partners across fintech, employee benefits and wealth management sectors.
The offering is designed to address gaps in protection coverage by embedding life insurance into platforms already used by customers, removing the need to transition to third-party providers, the group explained.
