Legal & General has launched a direct-to-consumer life insurance policy with Direct Life –called Buy Now – which will initially be available on

Legal & General’s Buy Now policy will use Direct Life’s common question set, allowing clients to choose between Legal & General, Aviva and Beagle Street Buy Now offerings without needing to complete the full medical underwritten journey.

Rob Quayle, Direct Life’s managing director, said Buy Now has demonstrated that many people are confident enough to purchase simple life insurance unsupported.

Quayle said: “It fulfils our aim of enabling people to compare and buy without advice, purchasing essential protection quickly and simply.  With the market’s dominant Term Life Insurers offering Buy Now, we are delighted that we offer excellent products from great Insurers in the simplest way possible without loading the premiums or sacrificing quality.”

John Hyde, Legal & General’s managing director, Direct to Customer said: “We’re very excited to be taking this step with Direct Life and very much look forward to working with them to drive forward the development of the journey to deliver the sort of service our customers expect and to grow our market.”

Direct Life is the parent company of LifeQuote. It is a major wholesale provider of protection products in the UK and provides protection aggregator sales platforms for many of the UK’s wealth management, mortgage and protection advisers, as well as national consumer aggregators

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