How to choose the best Life Insurance broker for you

Posted 14th November 2023 by Keely Marsango
There are around 195 life insurance companies authorised to operate in the UK, so choosing the right one for you is not necessarily a simple task. This is where brokers come in; they usually work with a panel of some of the UK’s most recognised insurers, providing customers with an array of life plans and other information, to help you make an informed choice when choosing who to insure your life with.
But before a broker can help with your decision, you need to make a decision… which broker should you choose? If life insurance brokers all do the same thing, what makes any of them stand out? How are you meant to decide?
Well, it takes one to know one – as one of the UK’s leading life insurance brokers we have identified 4 important considerations when figuring out which broker is right for you:
Reviews
We live in the era of reviewers; be it books or takeaways or life insurance companies. Never before have we valued the opinions of others and their experiences so highly. The world is now measured exclusively in stars and if anything is less than 4 out of 5 (if we’re feeling kind, we might stomach a 3.5) we’ll approach with tentative caution, or just not at all.
We all have high expectations and an even higher volume of review websites to read, which is an incredible resource to have at our disposal – assuming they’re reliable.
Fake reviews are becoming ever more prolific. With the sudden surge of AI chat-bots lurking in every digital corner, we’re no longer just talking into the void – the void is talking back. More than that, actually, it’s talking about businesses and their products, about experiences it’s never even experienced. AI is leaving fake reviews on a whole host of sites – for profit.
Last year, the renowned travel booking and review site, Tripadvisor, identified 1.3 million fake reviews within its own platform. Not only damaging the reputations of rule-abiding businesses everywhere and giving an unfair advantage to others, fake reviews could be costing UK buyers up to £312 million a year.
A group of major review websites including TripAdvisor, Amazon and Trustpilot are currently working together to fight fake reviews. Therefore, our first tip for choosing a life insurance broker is not only check the online reviews, but ensure the reviews are on a website which is actively fighting to ensure complete reliability of customer feedback.
Protect Line encourages customer feedback, both positive and negative, on the Trustpilot platform. Where reviews are marked ‘verified’ there has been extra protections put in place so you know that the review is genuine. Check out Protect Line’s 40,000+ reviews here – we’re rated 4.9 out of 5!
Customer Stories
Written reviews are one thing, but hearing actual customer stories are a level above. With the option to fully immerse yourself in the story of other customers, understanding not just the outcome of their interaction with the broker – but the ins and outs of it, we’d encourage you to seek this out in your life insurance broker search.
Protect Line has published dozens of customer testimonials, in video format, on our website. We have also presented many of our customer’s claim stories, having helped UK families receive over £53,000,000 in life insurance and critical illness insurance payouts to date. Take a look at our Customer Stories here!
Awards
Protect Line won 5 awards in 2023.
- Best Life Insurance Brokerage – Corporate Excellence Awards
- Best Use of Search – Finance – European Search Awards
- PPC Campaign of the Year (B2C) – UK Digital Growth Awards
- In-House Team of the Year – UK Digital Growth Awards
- Best Marketing Led Business Change – Awards for Innovation and Transformation
And since 2018 we’ve won 20…. we’re a proud award-winning company!
When looking at awards it’s also worth checking how the winners were determined. Whilst industry selected winners are important, Protect Line has won many awards including “Protection Insurance Broker of the Year” which was voted for by real customers.
Though being shortlisted for awards is a great thing, winning awards is a sure-fire way to determine the reputation of a company or product. If a broker has won an award for providing outstanding customer service, then the chances are you’re going to receive outstanding customer service. Checking a potential broker’s awards is a thorough indicator of what kind of quality and attitude you will receive!
Added Benefits
With most life insurance brokers looking very similar on the surface it’s important to dive a bit deeper to see what makes them unique. What are their unique selling points? What can one insurance broker off you that others cannot?
For example, one benefit of insuring through Protect Line is the complimentary Trust service. This free service helps put your life insurance policy into Trust, which allows you the peace of mind of knowing that your payout will go directly to the people you want it to go to, skip the lengthy probate process, and potentially help your loved ones avoid inheritance tax!
Another benefit of choosing Protect Line is access to exclusive discounts for Will preparation and access to comparison services on your car, home, pet and travel insurance needs.
Get a free life insurance quote today
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Sources & Extra Information
Number of life insurance companies: https://www.abi.org.uk/globalassets/sitecore/files/documents/publications/public/2016/keyfacts/keyfacts2016.pdf
Cost of fake reviews on UK consumers: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/1152812/fake-online-reviews-research.pdf
Protect Line’s Wills offering is administered by a third party company, Farewill.