Life Insurance Companies..

Find the best life insurance providers: our honest reviews will help you find the right policy.

Are you on the hunt for a life insurance policy? If you’re looking for the best life insurance companies, we’ve got you covered at Pure Cover. We have carried out extensive research to bring you lists of the top life insurers to make choosing a policy that suits your needs as easy and hassle-free as possible.

How do I find the right life insurance company for me?

The insurer which best serves you will depend on your age, health, budget, and lifestyle; everyone’s needs are different, and you want a life insurance policy which meets yours. 

Choosing the ideal insurer can often feel like navigating a labyrinth. Your age, health, budget, and lifestyle all play vital roles, and there’s no one-size-fits-all life insurance policy. With the ocean of information available, it’s easy to feel overwhelmed when trying to identify the right life insurance companies and policies that align with your budget. But fret not! Regardless of your lifestyle and personal circumstances, we’re here to guide you through the maze, ensuring you land on a life policy and provider that’s tailor-made for you.

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Understanding the Basics of life insurance policies

In the vast ocean of financial planning, life insurance policies often seem like the most daunting waves to navigate. But fear not, fellow financial sailors, we’re here to help you understand the basics. 

Life insurance, at its core, is a contract between you and an insurance company. In exchange for your premium payments, the insurance company promises to pay a lump sum (known as a death benefit) to your loved ones after your demise. It’s a safety net, ensuring your family remains financially secure when you can’t be there to support them. 

  • Term life insurance offers protection for a specific period or ‘term’ (like 10, 20, or 30 years). If you die within this term, the payout goes to your beneficiaries.
  • Whole life insurance not only promises a death benefit but also includes a cash value component that grows over time. It’s a lifelong policy, covering you till your last breath.

But remember, life insurance isn’t a one-size-fits-all solution. Your needs can depend on various factors like your age, health status, financial obligations, and family circumstances. So, it’s important to review these factors and choose the most suitable policy for you. 

As the saying goes, “The best time to plant a tree was 20 years ago. The second best time is now.” The same applies to life insurance. The sooner you get it, the better.

Next, let’s get down to the nitty-gritty of finding the right life insurance company. 

Finding a life insurance company 

Finding the right life insurance company can feel like looking for a needle in a haystack. But with the right approach, it doesn’t have to be. 

  1. Start by determining your insurance needs and financial goals.
  2. Consider the reputation, financial stability, and customer service of different insurance companies.
  3. Compare the policy options, features, and pricing offered by various insurers.

Remember, the right life insurance company for you is one that not only offers a policy meeting your needs but also stands by you in critical times, providing hassle-free claim settlements. 

CompanyPolicy OptionsPricing
Company ATerm, Whole, Universal£££
Company BTerm, Whole££
Company CTerm£

In conclusion, while finding a life insurance company might seem overwhelming, knowledge is power. By understanding the basics of life insurance and taking the time to compare different companies, you can find a policy that fits your needs and gives you peace of mind.

How to Choose a Life Insurance Company 

Your choice of a life insurance company should not be taken lightly. It’s a decision that could impact your loved ones’ financial security. 

Here’s a simple table to help guide you: 

FactorsWhy it Matters
Company ReputationWell-established companies with good reputations are more likely to be reliable.
Policy OptionsThe more options available, the better the chance you’ll find a policy that suits your needs.
Customer ServiceGood customer service can make all the difference, especially when it comes to making a claim.

Criteria for Selecting Life Insurance Companies

Setting sail on your quest for the ideal life insurance company may seem overwhelming, but fear not! We’re here to light your path. Begin by digging into the insurer’s financial robustness and customer service history. Investigate ratings from reputable sources like A.M. Best, Standard & Poors, or Moody’s, to assure that your chosen insurer has a sturdy financial foothold.  

Don’t just skim the surface though! Plunge into their customer service reputation. Examine their response times, satisfaction scores, and any complaints lodged against them. Remember, knowledge is your greatest ally in making a well-informed choice.  

Now, it’s time to get down to brass tacks – the policy specifics. Scrutinise coverage options, costs, and payment schedules (like term vs. whole life). Are there any bonus riders or enticing options that pique your interest? Make sure to jot them down!

Financial Strength

Insurance companies financial strength is paramount – it’s the lifeline of their operations, the backbone of their credibility, and the cornerstone of their customer relations. When a company boasts robust financial health, it sends a reassuring signal that they are capable of fulfilling payouts, honouring future obligations, and maintaining a solid capital reserve. This, in turn, fosters customer trust and loyalty, wrapping clients in a comforting blanket of stability and security. Rest assured, every insurance company mentioned in this guide is a paragon of financial strength.

Customer Satisfaction

Choosing the right life insurance company is much more than just comparing prices and policies. It’s about finding a provider that values you as a customer and meets your expectations with exceptional service. After all, life insurance is about securing peace of mind, and you want a company that will respond to your needs with precision and promptness. 

When it comes to life insurance, stellar customer service can make a world of difference. It can be the deciding factor between sticking with a product or moving on to a different provider. Therefore, a life insurance company’s reputation for customer satisfaction is a key indicator of its reliability. 

In this guide, we’ve curated a list of life insurance companies known for their outstanding customer satisfaction. We believe this factor is crucial in finding a provider you can trust and depend on. After all, your peace of mind is worth it.

Comparing Life Insurance Coverage

Ever wondered why comparing life insurance coverage is like trying on shoes? Just as you wouldn’t buy shoes without checking the fit, you shouldn’t choose a life insurance company without ensuring the policy fits your life stage needs. This comparison helps you identify those hidden gems – companies offering top-notch coverage at the same cost or even comprehensive plans at a lower cost. It’s all about making an informed decision and securing the policy that’s tailor-made for you.

Regulated by the Financial Conduct Authority

Imagine a superhero overseeing the life insurance market, protecting consumers like you from unsuitable products and unfair practices. That’s the role of the Financial Conduct Authority (FCA). 

  • They ensure that insurers are not playing foul with vulnerable customers, offering only suitable products.
  • They maintain the integrity of advice given to customers by enforcing high advice standards.
  • With regular monitoring, they make sure insurers are treating their customers with fairness.
  • They dive deep into the sector with market studies to offer insights that protect consumers.
  • They also offer a safety net with consumer protection schemes like the Financial Services Ombudsman Scheme, providing redress when customers have complaints.

Just like the FCA, insurance commissioners are the government’s watchdogs for life insurance companies. They scrutinise product proposals, greenlight rate changes, audit financial statements, and resolve consumer complaints to ensure compliance with state and federal laws. Rest assured, every life insurance company discussed here is under the vigilant eyes of these commissioners.

Prior Condition Coverage

Ever wondered if your pre-existing medical condition could affect your life insurance coverage? It’s crucial to disclose this information to the life insurance companies you’re considering. Sometimes, these conditions may affect your eligibility for coverage unless they are communicated to the insurance company before you sign up for a policy.

Critical Illness Coverage

Did you know, life insurance companies usually have a defined list of conditions deemed as critical illnesses? If you’re keen on securing coverage for these, you should consider getting a critical illness cover. But what if the critical illness isn’t life-threatening yet demands significant financial aid? That’s where health insurance comes in handy! It’s a separate policy that complements your life insurance, providing a safety net for non-fatal medical situations. Bonus fact: Many life insurance firms also cater to your globetrotting needs with their travel insurance offers!

The top 10 life insurance companies of 2023:

All the research we’ve put into assessing life insurance policy options has given us a keen eye for the best companies in the business. Here are the top 10 life insurers around:

  1. Aviva: an international insurer that provides customers with a broad range of life, health, and wealth protection solutions.
  2. Zurich: a global life insurance and financial services provider.
  3. Legal and General: a leading life insurance provider with over 175 years of experience.
  4. Vitality: a leading life insurance company providing customers with secure and impactful solutions.
  5. Royal London: a leading provider of insurance and retirement solutions for both individuals and businesses.
  6. SunLife: a leading Canadian financial services provider offering insurance, investments, and wealth management solutions.
  7. Liverpool Victoria (LV): a leading provider of insurance, savings and investment products in the UK.
  8. AIG: a leading global insurance company providing financial services and protection for its customers.
  9. Tesco Life: provides a range of policies and services designed to protect you and your family.
  10. Prudential: a leading global financial services company that provides insurance, investment, and retirement solutions.

What are the main differences between life insurance companies?

The principal differences between insurers are usually to be found in the policies they offer. Some will offer only a few specific types of policies, whereas others will have a wide range. Then there will be the level of cover you can get, how much policies cost, and whatever optional extras are offered. 

When diving into the world of life insurance, you’ll quickly notice that not all insurers are created equal. Some may focus on specific policies, while others boast a broader selection. The cost of these policies, the level of cover available, and the option for additional benefits can vary dramatically. But remember, it’s not just the policy details that matter. The insurer’s reputation and customer service quality are equally important. After all, you want a company that will handle your queries and requests with ease.

What types of life cover policies can I get from these companies?

Life insurance companies are like a buffet of choices, each tailored to secure the future of you and your loved ones. Let’s explore the life insurance policy that fits your needs like a glove. 

  • Term Life Insurance: Think of it as a safety net for a set period, ensuring your family is taken care of if you pass away during that time.
  • Level Term Insurance: This policy guarantees a fixed coverage amount at a steady premium rate for a specific timeframe, typically between 10 and 30 years. It pays a lump sum to the beneficiary if the policyholder passes away during the term.
  • Decreasing Term: A unique policy where the death benefit diminishes each year while premiums stay the same. It’s perfect for covering decreasing financial obligations like a 30-year mortgage.
  • Increasing Term: This policy allows the policyholder to ramp up coverage without buying a new policy. The death benefit grows annually, typically based on an indexed rate such as the Consumer Price Index (CPI).
  • Over 50s Life Insurance: Exclusively designed for those aged 50 and over, this whole-life insurance pays a lump sum upon your death, safeguarding your loved ones from any unexpected costs.
  • Critical Illness Life Insurance: If the unthinkable happens and you fall critically ill, this policy provides a lump sum payment, offering a financial lifeline in your family’s hour of need.
  • Family Income protection: Imagine a policy that ensures your family continues to receive a steady income for a set period, even in the event of your death. That’s exactly what this life insurance provides.
  • Whole of Life Insurance (Life Assurance): A long-term coverage plan that provides a death benefit designed to last your entire lifetime.
  • Universal Life Insurance: This flexible policy is a blend of term and whole life insurance, and can be tailored to fit your evolving needs.
  • Variable Life Insurance: Part of your premiums can be invested in different avenues to boost your return.
  • Variable Universal Life Insurance: This policy couples the adaptability of universal life insurance with the potential for steady growth of a variable life insurance policy.
  • Survivorship Life Insurance: Also known as second-to-die insurance, this policy pays a death benefit when the last named insured on the policy passes away.

Term Life Insurance

Imagine a safety net, catching your loved ones in the unfortunate event of your untimely demise. Term life insurance is just that – a policy that steps in to support your family financially if you pass away within a specific time frame, known as the ‘term’. This could be just a year, or stretch up to three decades or even more. Offering a cost-effective solution, term life insurance is especially alluring to young families or anyone keeping a close eye on their budget.

Level Term Life Insurance

With a level term insurance policy, you’ll agree to a set period of coverage and make monthly fixed payments throughout. If you pass away during this time, your insurer will pay out a lump sum to your loved ones. However, if you survive beyond the term of the policy, you will not receive a payout.

Decreasing Term Life Insurance

Imagine a safety net that shrinks in sync with your shrinking debts – that’s exactly what a decreasing term policy is like. Even though your premiums remain consistent throughout the term, they are typically less expensive than a level-term policy. This type of plan is a perfect fit for those seeing their debts, such as mortgages, gradually disappear. If you’ve just stepped onto the property ladder, securing a decreasing term policy acts as a protective shield, ensuring your loved ones aren’t burdened with your mortgage payments, should the unexpected occur.

Increasing term

Imagine having life insurance coverage that grows with time, much like a well-tended tree. That’s what increasing term life insurance brings to the table. It’s a unique policy where the cash benefit swells by a certain percentage each year, usually around 5%, although this growth is mirrored by a similar increase in your premiums. 

Why choose this kind of policy? It’s like having an inflation-proof safety net! It’s designed to keep pace with the rising cost of living. Yet, keep your eyes open as the rate at which your premiums escalate might be steeper than the benefit’s growth rate.

Over 50s

Are you aged between 50 and 80/85? If so, you might want to consider the Over 50s policies. These policies allow you to make monthly premium payments until your 90th birthday, ensuring that your loved ones get a lump-sum payout when you’re gone. 

This financial cushion can be used by your loved ones to settle any outstanding loans or cover funeral costs. It provides them with financial security, allowing them to concentrate on coping with their loss. 

Interestingly, Over 50s policies are more than just life insurance policies. They are life assurance policies because they don’t have a set term limit and continue until your death.

Critical Illness cover

Critical illness cover can be taken out in connection to a life cover policy with some life insurers and covers you for terminal illness during the term of the policy. If you take out a critical illness cover with your life insurance policy, you’ll receive a lump sum should you suffer a terminal illness specified in the policy.

Family Income Protection

Imagine a safety net that catches your family financially when life throws its hardest curveball. That’s what family income protection does – it’s akin to term life insurance, but instead of a single payout, it ensures your loved ones receive a monthly sum after your demise. This invaluable support not only compensates for the lost income but also offers a cushion of security during their journey to regain stability.

Whole of Life Insurance

Whole of life cover – also known as life assurance – provides you with coverage that never expires. Life assurance is guaranteed to pay out a cash lump sum when you die, as long as you keep paying the premiums.

Imagine a life insurance cover that not only promises a surefire death benefit but also builds a cash nest egg over the policy’s duration. That’s the beauty of whole life insurance. Sure, it might be pricier than term life insurance, but it offers lifelong coverage, often stepping in to offset the cost of premium payments.

Universal Life Insurance

Ever heard of Universal Life Insurance? It’s a unique type of permanent life insurance designed with your flexibility in mind. Imagine a plan with adjustable premium payments, variable death benefits, and a cash value component that steadily earns a fixed return over time! 

With Universal Life Insurance, you’re in control. Adjust your death benefit and premium payments as your life ebbs and flows. This policy is not just insurance, it’s a lifelong commitment to protecting you and your loved ones, with the added bonus of flexibility when life throws a curveball.

Variable Life Insurance

Imagine a life insurance plan that doubles up as an investment – welcome to the world of variable life insurance. This unique type of permanent life insurance not only ensures a death benefit for your loved ones but also builds a cash value over time, giving you the liquidity you need. It’s like having a safety net that grows stronger with time. 

But here’s the exciting part – you can invest the policy’s cash value in a variety of funds, making it akin to mutual funds and other investment vehicles. The growth of your cash value is determined by the performance of these investments. So, you have the power to tailor your investments based on your financial goals and risk appetite. It’s not just insurance, it’s a financial strategy!

Variable Universal Life Insurance

Imagine a life insurance that offers you flexibility, low premiums, and the chance to be in the driver’s seat of your investment. This is what Variable Universal Life Insurance (VUL) brings to the table. It’s a unique blend of the investment prowess of variable life insurance and the adaptable premiums of universal life insurance. 

What makes VUL stand out is its dual-component structure. The first part is a savings component that encompasses a portfolio of mutual funds. The second part is an insurance component, a standard death benefit mixed with a cash value element. 

The beauty of VUL is that it puts you, the policyholder, in control of your rate of return. Unlike other permanent life insurance products where the insurer dictates the rate of return, with VUL, you call the shots.

Survivorship Life Insurance

Imagine a safety net that swoops in when you and your beloved are no longer around. This is the essence of survivorship life insurance. A unique policy designed to support the lives of two or more individuals, typically spouses, it gracefully steps in upon their passing. 

Not just a simple payout, this policy delivers a sense of security to your estate or chosen beneficiaries. It’s there to alleviate the financial burdens of funeral expenses, lingering debts, or even to bestow an inheritance to your heirs. It’s a thoughtful way to provide for those left behind. 

And there’s another perk that makes survivorship life insurance even more captivating. It can be tailored to offer tax-free distributions, making it an alluring choice for estate planning. It’s not just life insurance, it’s a strategic move for your financial future.

What makes a good policy?

Imagine a life insurance policy that snugly fits your life like a glove, offering the right coverage you need. Transparency is key; you want to know exactly what you’re investing in and the protection you’re getting. Avoid the temptation of overspending on unnecessary coverage. Here’s what to hunt for: 

  • Premiums that don’t break the bank
  • Coverage that caters to your unique needs or those of a loved one
  • Appealing optional extras
  • Top-notch company customer service
  • Flexibility to adapt with you

Does a more expensive policy mean a better policy?

A more expensive policy usually means more coverage, but this isn’t always better. Often, taking out more coverage than is necessary will leave you paying expensive premiums for a policy that doesn’t benefit you and your dependents. A better life insurance cover would be one which meets your needs accordingly and allows you the flexibility to make changes if you think your circumstances may change.

How can I use Pure Cover to find the right life insurance company for me?

Finding the perfect life insurance policy isn’t a one-size-fits-all process. It’s an intimate dance between your age, health status, budget, family needs, and lifestyle quirks. So, before you dive into the policy hunting process, reflect on these pointers in correlation with your unique circumstances: 

  • Firstly, ponder over the type of policy you’re after. The world of insurance is vast, with choices ranging from life assurance to level or decreasing term insurance. What’s your pick?
  • Next, how much coverage do you actually need? Don’t forget to factor in your dependents, existing debts, and any outstanding mortgages. They all count.
  • Then, think about the duration of your policy. Do you need coverage for a few years or are you looking for lifelong security?
  • Who else should be on this policy? For couples or business partners, it’s crucial to weigh the pros and cons between individual coverage or a joint life cover policy.
  • Lastly, do you fancy some additional perks? Some providers offer extras such as critical illness cover, or even free gifts. Worth considering?

Does Bad Credit Influence Life Insurance Premiums?

Contrary to popular belief, your credit score doesn’t dictate your life insurance premiums. However, certain red flags on your credit report, like bankruptcy, could potentially cause a spike in your premium rates. 

Is it Possible to Pay for Life Insurance with a Credit Card?

Generally, life insurance companies don’t accept credit cards for recurring payments. But there might be exceptions for the initial payment. It’s always a good idea to check with your chosen life insurance company to understand their payment preferences. 

Will Your Life Insurance Payout Attract Estate Tax?

Surprisingly, your life insurance payout could be subject to inheritance tax. A smart way to sidestep this tax burden is to consider placing your life insurance policy in a trust. This effectively separates the payout from your estate, freeing it from Inheritance Tax.

How to save money on your life insurance policy

Life insurance is essential, but that doesn’t mean it has to break the bank. With a few smart strategies, you can secure peace of mind and save some pennies at the same time. Here’s how. 

Shop Around 

As with most things in life, it’s a good idea to shop around. Different insurers offer different rates, so take your time to compare. Remember, the cheapest policy isn’t always the best. 

Consider Term Life Insurance 

Term life insurance, which provides coverage for a certain period, usually costs less than permanent life insurance. It can be a good option if you have specific financial responsibilities that will end after a certain time, such as a mortgage or children’s education costs. 

Healthy Lifestyle = Lower Premiums 

Insurers love a low-risk policyholder. Maintaining a healthy lifestyle not only benefits your well-being, but it can also lead to lower premiums. Regular exercise, a balanced diet, and no smoking can make a big difference. 

Buy Early 

Purchasing life insurance when you’re young and healthy can help you lock in a lower rate. The older you get, the more expensive policies tend to become. So, buying early can save you money in the long run. 

Annual Payments 

Did you know that paying your premium annually can be cheaper than paying monthly? It’s true! Insurers often provide a discount for annual payments as it reduces their administrative costs. 

So, there you have it. A few simple strategies that can help you save money on your life insurance policy. Remember, it’s all about finding the right balance between cost and coverage to match your unique needs.


At Pure Cover, we’ve curated a robust guide to help you navigate the maze of finding the perfect life insurance company. We’ve pinpointed the crucial factors to mull over when hunting for a policy and spotlighted the top-tier life insurance companies in the UK. We champion you to dive deep into your own research, empowering you to make educated choices about a plan that truly fits your needs.

Frequently Asked Questions 

  1. What factors should I consider when selecting a life insurance company?

Consider the company’s financial stability, customer service, policy options, premiums, and claim settlement ratio. Always read reviews and ask for recommendations.

  1. Who are the top-tier life insurance companies in the UK?
  • Legal & General
  • Aviva
  • Vitality Life
  • Royal London
  • Zurich
  1. How can I conduct my own research effectively?

Start by understanding your own needs and budget. Look at different policy types and the specific offerings of various companies. Don’t hesitate to ask questions and seek professional advice.

Where can I get a quote now?

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