Embed life insurance in your platform

A new revenue stream for your business and meaningful cover for the customers who need it most. You offer something that matters. We make it possible.

The UK Protection Gap

72% of protection needs in the UK are unmet
FCA Pure Protection Market Study, January 2026

Meet people through the services they already use. Protect them as their lives change.

The Problem

Distribution, not demand

80% of life insurance policies in the UK are sold through intermediaries that most people don’t have. That’s why 24 million adults have no cover, not because they don’t need it, but because the existing model was never designed to reach them.

The FCA’s Pure Protection Market Study found that 72% of protection needs are unmet and 58% of adults hold no protection product at all. The gap is enormous, and the old distribution model can’t close it.

But digital platforms already reach these customers every day. Fintechs, payroll providers, mortgage platforms, wealth managers. Embedded distribution puts life insurance where people already are, inside the services they already trust.

The Proposition

What this means for your business

01

Products your customers will actually buy

Cover that adapts to people’s lives, starting from a few pounds a month. No jargon, no intermediary, no lengthy application. Customers can apply in minutes and their cover renews annually, always reflecting what they need.

02

A revenue stream that grows over time

You earn recurring commission from every active policy, from day one. The longer your customers stay covered, the more your revenue grows. There’s no clawback and no repayment risk, so you can focus on engagement rather than chasing replacements.

03

Designed around your brand

We work with you to build an insurance experience that feels native to your platform. Fast onboarding, a clean customer journey at every touchpoint, and the flexibility to start with a simple referral link or go deeper with a full API integration.

Life changes. Your cover should too.

Annually renewable, fairly priced, and simple enough for your customers to buy inside your platform in minutes.

Working families

72% of UK adults have no life insurance. Not because they don't need it. Because nobody has made it easy enough to buy. Cover that starts from a few pounds a month, applied for in minutes, inside a platform they already trust.

SMEs and their employees

5.5 million small businesses are too small for traditional group schemes. Your platform gives their employees access to meaningful protection, embedded in the service they already use. No brokers, no complexity.

Partners

Built for digital businesses

You have the customers and the trust. We have the insurance licence, the products, and the technology. Together we give your users access to life insurance directly through your platform.

Fintech & Digital Banking

Your customers trust you with their money. Now offer them something that protects their family.

HR & Payroll

Every employee onboarded is a customer who could have cover by the end of the week.

Mortgage Platforms

Protection at the moment people think about it most. Embedded at the point of sale.

Wealth Platforms

Your clients plan for the future. Life insurance is the piece most are missing.

Pensions & Benefits

Group protection without the group scheme complexity. Embedded in what you already offer.

How It Works

One integration with everything included.

  1. Choose how deep you go
    Start with a referral link and be live in weeks, or integrate via our API for a fully embedded experience. You choose the depth and we flex to fit.

  2. We handle the insurance
    Product, underwriting, claims, servicing, and payments, all under one roof as a fully regulated insurer. Your customers never leave your platform.

  3. You earn from day one
    Recurring monthly commission on every active policy. The longer your customers stay covered, the more your book is worth.

Cover for their families and revenue for your business.

Your customers get life insurance that works for them. You get a revenue stream that grows over time. We handle everything in between.

Authorised and regulated

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Certua Group since 2016

Independent and privately funded. Technology designed and built in-house. Decades of experience in life insurance and distribution.

Let’s talk.

Whether you start with a referral link or a full API integration, we’ll show you what life insurance looks like on your platform. Most partners are live within weeks.