Certua Life Limited has launched in the UK, becoming the first new protection-focused life insurer to receive authorisation in nearly two decades.
The business aims to embed life insurance directly within digital services used by millions of consumers, including banking, savings, employee benefits and wealth management platforms.
The insurer said the move is designed to address the gap in financial protection among UK households.
According to the FCA’s Pure Protection Market Study Interim Report published in January 2026, 58% of UK adults hold no protection product, while 72% of protection needs remain unmet and more than 80% of protection sales are still distributed through intermediaries.
Certua Life said its products are designed to sit within existing financial platforms so that customers can apply for cover where they are already managing their finances.
Policies can be applied for in minutes, renew annually and are designed to adjust as customers’ financial circumstances change.
The company added that partners integrating the platform will be able to replace legacy insurance processes with a single integration and a commercial model based on recurring revenue rather than indemnified commission structures.
Tom Williams, chief executive and founder at Certua Life, 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’s 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’s time for something new.”
