UK registered life insurance broker Reassured has reached the milestone of offering over 2 million life insurance and critical illness policies to customers since 2009.
In December 2025, the broker confirmed that the number of households protected through term insurance had increased by 16% so far this year.
This comes against a backdrop of overall market growth in policy numbers of just 2% in 2025, underscoring Reassured’s role in helping to close the UK’s protection gap.
The broker analyzed that 70% of these families had not purchased life insurance before. Additionally, according to the FCA Market Research Interim Report, a key focus area for the protection industry is closing the protection gap, meaning Reassured is contributing to further closing the protection gap and improving access to appropriate life and critical illness policies.
Reassured believes its continued growth is driven by its digital transformation strategy, which embeds artificial intelligence and data capabilities across the business.
By implementing AI-powered call monitoring, the broker can now provide real-time feedback to its sales and account teams, helping to improve the overall customer experience and ensure more consistent, positive customer outcomes.
Reassured has also expanded its reach by re-engaging customers through intelligent AI chatbots, while data-led marketing now enables highly targeted messaging to engage new customer segments more effectively.
Mark Townsend, CEO of Reassured, commented: “Reassured is proud to have achieved this important milestone of offering two million policies, providing vital financial protection to families across the UK.
“Life insurance is an important form of long-term protection, providing families with a financial safety net at a time when they are vulnerable and need support most. Reasured will continue to play a key role in helping families purchase this protection to help close the UK’s protection gap.”
Townsend added: “By continuing to invest in technology such as artificial intelligence, which greatly improves our understanding of our customers’ ongoing needs, Reassured is playing its part in addressing the protection gap by reaching more of the UK’s traditionally underinsured households.”
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