LifeSearch has become the first UK protection firm to integrate a fully digital trust solution into a self-serve life insurance journey, following a new partnership with Trust Genie and Yavia.
The move enables customers to place policies bought online directly into trust during the same digital journey, supporting the company’s ambition to place 80% of life insurance policies into trust.
The new integration embeds trust creation within LifeSearch’s online quote-and-buy process, marking a significant step forward for the protection sector. F
or the first time, customers can purchase a policy and ensure that the payout will be directed to the right beneficiaries through a seamless, end-to-end digital experience.
The system is powered by the LifeSearch app, which uses Yavia’s engagement platform and Trust Genie’s trust engine to deliver tailored communications and a fully digital trust creation workflow.
The change also addresses one of the market’s biggest protection gaps.
According to Swiss Re, fewer than one in five (18%) of all new life policies in 2023 were written in trust, despite the risk that unmarried partners may not automatically receive a payout under intestacy rules.
With 40% of under-45s cohabiting without being married, LifeSearch said the need for accessible trust processes has never been greater.
Debbie Kennedy, chief executive at LifeSearch said: “At LifeSearch our purpose has always been focused on the customer – to protect people properly.
“That is why we are passionate about supporting our customers beyond the sale of a policy, whether that’s through an advised or a self-serve journey.
“By both educating and supporting all of our customers to put their life insurance into trust, we can help ensure the right money reaches the right people at the right time, avoiding unnecessary delays and tax exposure.”
She continued: “This market-first digital solution for online self-serve journeys shows our commitment to innovation and investment in our customers.
“By partnering with Trust Genie and Yavia, we’re combining technological excellence with genuine customer care.
“Being first to market with this solution demonstrates our technology credentials and our determination to drive meaningful change across the protection industry.”
Neil Glover, chief commercial officer at Trust Genie, said: “We’re incredibly proud of Trust Genie. It’s accepted by all major insurers, delivers over 90% completion and, most importantly, supports the outcomes and personal motivations behind a client’s decision to purchase protection.
“A trust is the starting point, but good outcomes rely on connecting the client and their adviser with the insurer who will deliver the benefit, and the trustees who may one day need to act.
“We built Genie to do exactly that, synchronising logic, dynamic forms and bounded AI to create a safe, compliant and personalised journey.
“We’re grateful to the insurers, particularly their trust and legal teams, for the time and expertise they shared, and to LifeSearch for insights in helping us shape such a strong customer experience.”
Joanne Cole, founder at Yavia, added: “Yavia is already powering digital engagement for advisers across the UK, and we are excited to bring that same proven technology to LifeSearch and Trust Genie.
“Together, we are enabling a modern, intuitive trust journey that delivers better customer outcomes, creating a more educated and engaged customer who understands the importance of their policy and recognises the value of protecting their money through the trust process.”
