Reassured hits 2M policy milestone

Reassured has reached two million life and critical illness policies sold since its 2009 launch, marking a milestone for one of the UK’s largest protection distributors.

The company said growth has outpaced the broader market. In 2025, the number of families it protected through term assurance rose 16%, compared to roughly 2% market growth. About 70% of those customers were first-time buyers of life insurance, pointing to continued expansion beyond traditionally insured segments.

Reassured attributes much of its growth to a digital strategy centered on AI and data. The firm has deployed AI-powered call monitoring to guide sales interactions in real time, alongside chatbot-driven re-engagement and targeted marketing aimed at acquiring new customer segments.

“Reassured is proud to reach this significant milestone of providing two million policies which give vital financial protection for families across the UK. Life insurance is a crucial form of long-term protection which provides families with a financial safety net in moments when they are vulnerable and in most need of support. Reassured will continue to play a key role in helping families to purchase this protection to help to close the protection gap in the UK.” – CEO Mark Townsend.