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LifeSearch announces move into Private Health Insurance advice 

by | Feb 22, 2024

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LifeSearch, the independent UK protection advice specialist, has announced the extension of its advice services to include private health insurance (also known as private medical insurance) in response to customer demand. The move will see LifeSearch now offer a full suite of health benefits, including life, critical illness, income protection, and private medical insurance (PMI).

Initially, LifeSearch is working with some of the leading UK private health insurance providers including  Aviva, BUPA, The Exeter, Vitality and WPA. Together, these alone cover well over half the UK individual private health insurance market1.     

Following comprehensive preparation in 2023 and a pilot phase, LifeSearch has established a specialist health insurance advice team to work with the providers and LifeSearch customers. Over the course of 2024, it plans to widen its insurer offering, extend health insurance to 45 of its senior advisers, and embed health insurance into its holistic ‘protection advice’ service.


The regular appearance of health insurance in LifeSearch conversations with its customers, is reflected in a significant rise in interest and take up of Private Health Insurance, following the COVID pandemic. The total number of people covered by health insurance – both individual and workplace policies – increased by 7% to 5.8 million in 2022, up 7% since 2022.      

Operating through the specialist 4C Platform, LifeSearch offers advice – including researching options, support through the underwriting process and setting up cover – on a free-free basis, for both new and existing customers. 

Debbie Kennedy, LifeSearch CEO, comments: “Private health insurance can offer greater choice, reliability and timely access to medical screenings, diagnosis, and treatment. But private health insurer offerings are forever expanding and changing, meaning consumers have a complex landscape to choose from. They’re faced with different types of cover, limits, exclusions and options… and, of course, different prices. It’s evident that there’s a clear need for private health insurance advice that is delivered simply.

“When it comes to such important and personal matters, LifeSearch is well-placed to provide much-needed personalised, independent guidance and support for individuals and families – from help with saving on switching, to identifying the right cover for those with pre-existing conditions. Our purpose is to protect the UK properly. Helping customers with their concerns about accessing medical services is as important as providing a financial safety net when a life shock happens. So, broadening our advice and support to include health insurance is a natural – and valued – step for us to take.”

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