Who we are
Learn about Protect Line, our journey, what we offer, and what our customers have to say.
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About Protect Line
At Protect Line, we’re here for one reason: to help families across the UK get the right life insurance cover in place for whatever life brings. We’re on a mission to close the protection gap, so no family is left without support when they need it most.
Who we are
Founded in 2010, Protect Line is now one of the UK’s leading fee-free life insurance brokers.
We’re trusted by over 500,000 families, backed by more than 45,300 five-star reviews on Trustpilot (with a score of 4.9 out of 5), and proud to be recognised with multiple industry awards.
Our team, over 250 strong across Bournemouth and London, is passionate about making life insurance simple, honest, and accessible for everyone.
Our journey
We started with a clear vision: Reduce the protection gap and help more UK families get covered.
Over the years, our passion for people and protection has driven our growth, and in 2021 we became directly authorised by the Financial Conduct Authority (FCA). This gives us full control and oversight, ensuring we always meet the highest standards and put our customers first.
What we offer
We specialise in Pure Protection Products, for example Life Insurance, Critical Illness Cover and Income Protection.
Our service is always fee-free, impartial, and jargon-free so you can make confident decisions with honest, clear information.
Meet Hugo the heart, our mascot
In September 2025, we welcomed Hugo the Heart to the Protect Line family. Hugo is more than just a mascot; he’s the embodiment of “The Protect Line Way” and everything we stand for.
Hugo represents our commitment to creating a trustworthy, friendly environment and making life insurance feel more human. His caring, approachable nature helps take the fear out of insurance conversations, bringing a little joy, encouragement, and empathy to every interaction. Hugo’s hand-drawn charm and expressive gestures reflect the authenticity and warmth at the heart of our brand.
He’s here to make life insurance more approachable, strengthen the emotional bonds with our customers, and reinforce our promise to support and protect what matters most, your family and your future.
As our mascot, Hugo is a key part of our mission to create positive perceptions of life insurance and ensure every customer feels heard, valued, and supported.
Hugo’s helpful notes:
We offer a non-advised service to help compare options from a select panel of insurers and provide you with information for you to make an informed decision.
Why choose Protect Line?
Award-winning service
Providing first-class service is something we’re extremely proud of. Take a look at some of our past awards.
500,000+ families protected
We’re proud to help so many families across the UK.
Friendly, real people
From your first call to the final paperwork, you’ll have a dedicated specialist who keeps things simple, clear, and even puts a smile on your face.
Choice from leading insurers
Life isn’t one-size-fits-all, and neither is insurance. We compare options from a panel of the UK’s most trusted providers to find your perfect fit.
47,500+ five-star reviews on Trustpilot
Our customers’ feedback is proof we’re getting it right.
Fee-free, always
We never charge for our help. We’re paid commission by the insurer, so you can focus on what matters most.
No jargon, no confusion
Life insurance can seem complicated. Our job is to make it straightforward, explaining everything in a way that makes sense
Ethical and regulated
We’re directly authorised and regulated by the Financial Conduct Authority, and we regularly fundraise for charities close to our hearts.
Our purpose and values
We’re people talking to people—friendly, warm, and genuinely passionate about what we do. Our core values guide everything at Protect Line: honesty, trust, professionalism, and always doing the right thing. And at the heart of our culture are four values we live by every day: Care, Collaborate, Dare, and Deliver. These aren’t just words—they shape how we work together as a team and how we support our customers.
We’re here to make a difference, not just to sell policies.
Investing in Our People to Protect Yours
We believe that by investing in our team, we deliver the outstanding service our customers deserve. Technology helps us work smarter and more efficiently, but we never lose sight of the human touch, because every family matters to us.
Our awards & recognition
We’re proud to have been recognised for our commitment to customers, our people, and service excellence. Here are just some of our recent awards and achievements:
We’re especially proud of our recent recognition for company culture. Our nomination for Best Employer reflects our commitment to investing in our people, through initiatives like the ‘Day to Make a Difference’, Core Champions, Core 100 Club, wellness and training allowances, and flexible working. And with Lara Maynard’s win as Director of the Year, we celebrate leadership that truly lives our values and drives positive change.
Still wondering who we are?
We get it, choosing life insurance is a big decision, and you might not have heard of us before. But with over a decade of experience, thousands of happy customers, and a genuine passion for helping families, we’re here to make the process as easy and friendly as possible.
If you ever have a question or just want to chat about your options, our team is here for you. No pressure, no jargon, just honest help when you need it.
Nick
I enquired about a life insurance…
I enquired about a life insurance policy. Received a phone call from Matt Burgess who was amazing to deal with throughout the whole process. Talked me through every step and what each type of policy was and the differences were between them.
Highly recommend dealing with Matt.
Patricia O.
Danny the customer service officer was…
Danny the customer service officer was professional, respectful and kind. He spoke with clarity and reassurance without pressure. He explained all that I needed to know. His explanation left little room for questions as he was very clear. He really knows his job inside out. I was very satisfied with his consultation.
Jack W.
Green lights ahead…
Good experience, made better with Luke Maguire. Speaking to him was like hitting every traffic light as it turns green 💚
If you are thinking about Life insurance, stop thinking and just do it. Its all about the ones you leave behind after you are gone. True selfless act. 💯👌🏻 Thanks Luke.
Zaynab U.
Ben Ferrier was amazing he gave me…
Ben Ferrier was amazing he gave me information I needed and he was very patient with me.
Neil R.
The man that dealt with me MATT was…
The man that dealt with me MATT was very professional and talked me through everything I was pleased with how he was respectful and explained everything so I could understand the process I’m happy with the cover I have.
Atans JP.
Excellent Service!
I spoke to Henry who was knowledgeable, friendly and very helpful.
He took me through the details of life insurance and critical illness. He found a very well priced cover plan, which I took out. Wonderful company.
Zafal I.
Excellent service recommended…
Spoke with Craig today with a view to getting life cover, he was clear, precise and excellent in explaining from start to finish and answered all my questions satisfactorily, even had a bit of banter along the way which made the experience very pleasing, needless to say I bought the policy recommended to me. Thank you.
Mason G.
Life Insurance
Had the chance to speak with Grant, he was amazing.
It was my first time arranging life insurance for my partner and my new born, so as you can imagine, not very clued up on how it all works. He explained everything so well and very clearly. Thank you Grant
Nick
I had a very positive experience with…
I had a very positive experience with this life insurance company.
Emily was knowledgeable, patient, explained all my options clearly and made the process easy to understand.
Highly recommended.
Mr. Liam
Very good customer service have left a…
Very good customer service have left a star short. Because I’m yet to see how the provide an aftercare service now the sale of the policy has gone through.
Ie how helpful they are whenever I might need there help. Which I’m sure they will be going from my initial calls
Sandra R.
Did an online quote and within minutes…
Did an online quote and within minutes got call from Katy who was amazing. Talked me through everything and ended up with policy. She knew what I was looking for and so helpful and patient.
Highly recommend. Thanks again Katy for sorting everything out for me.
Russell
Had a consult with Tommy Farthing…
Had a consult with Tommy Farthing, absolute pleasure dealing with him. Extremely patient, clear understanding of the information he provided, made me feel at ease through the entire process as I was rather edgy at first. I never felt pressured or treated like a mere run through receiving my consult. Thank you Tommy.
Anonymous
It was an absolute pleasure speaking…
It was an absolute pleasure speaking with Harrison. His product knowledge was outstanding, and he took the time to explain everything thoroughly, ensuring I fully understood the options available.
He was professional, patient, and genuinely engaging throughout the conversation.
Karen R.
Amazing service from Luke Maguire…
Luke Maguire assisted us to find a life and critical policy that suited our needs and budget, he did so with time and care. Luke gave us plenty of time to consider options and was full of knowledge to support us to decide. Luke went over and above dedicating time that suited us but meant he would be late leaving off.
FAQs
Got questions? Here are some of the most common ones.
Can I trust you and your insurance providers?
Protect Line was founded in 2010 and has since grown into one of the UK’s largest and leading life insurance brokerages, employing 250+ staff nationwide. Winning multiple consumer awards each year and receiving thousands of five star ratings on Trustpilot, Google and Smart Money People, Protect Line is a highly trusted company.
We are fully authorised and regulated by the Financial Conduct Authority, entered on the Financial Services Register (www.fca.org.uk/register) under reference 942467. We are also registered with the Information Commissioner’s Office (ICO) to meet data protection standards and adhere to the Advertising Standards Authority (ASA) rules to ensure our advertising is always clear, fair and not misleading.
Read moreCan you recommend the best life insurance?
Protect Line is a non-advised life insurance broker—we never recommend or advise on any specific policy. We simply present your options so you can decide.
Life insurance policies can seem complex, especially at first glance. There is so much to consider including the policy types, policy term, level of cover, illness cover or funeral benefits, monthly costs, and the life insurance company you trust to administer a payout.
Read moreDo you have any job vacancies?
Protect Line is one of the largest life insurance brokers in the United Kingdom. We employ hundreds of people to ensure we can protect as many British families as possible and provide our valued customers with the best possible experience.
Interested in joining our team? Visit Protect Line Careers for the latest job vacancies and speak with our friendly recruitment team.
Read moreDo I have to pay for your service or any calls?
No, our service is completely fee-free. You won’t be charged for any calls, quotes, or help from a Protect Line specialist. We will receive commission from the insurer, and this is reflected in your monthly premium amount you pay to your insurer, there are no extra or hidden charges from us.
Read moreProtect Line is a free service. How does it make money?
Protect Line is a fee-free broker, which means we do not charge any upfront or separate charges for our brokerage service. At no point will you be billed for any service received or administration regarding setting up or managing your policy.
Our service is free for you because we are paid introducer fees by the insurance provider you choose.
As an independent broker we are not biased towards any one insurance provider. As a non-advised broker we are not allowed to recommend a particular insurer or product, only providing the facts. This means that any decision you make is purely yours and never influenced by how much money we may receive.
Protect Line receives an upfront commission for selling you a life insurance policy, but we are required to pay this back if you cancel your policy during a set timeframe. For this reason we are incentivised to ensure you are happy with your policy; it is not in our financial interest to pressure you into a product that you are not comfortable with.
Read more