Certua Life, the first new protection-focused life insurer to be authorised in the UK in nearly two decades, has today announced its launch.
Certua combines an insurance licence with the technology to embed life insurance into the digital services millions of people already use.
The FCA’s Pure Protection Market Study Interim Report, published in January 2026, found that 58% of UK adults hold no protection product at all and 72% of protection needs remain unmet.
Certua Life’s products will aim to combat this by sitting inside the apps and platforms customers already use, from banking and savings to employee benefits and wealth management.
Cover can be applied for in minutes, renews annually, and adapts as customers’ lives change.
Certua Life is onboarding launch partners across fintech, employee benefits, and wealth management.
"More than half of UK adults have no financial protection for the people who depend on them,” Tom Williams, CEO and founder of Certua Life, said. "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."
