Reassured, the UK’s largest life insurance broker, has announced it has recorded 16% growth in the number of families protected through Term Assurance in 2025 so far.
The Gen Re UK Protection Market report (1) found that in the first half of 2025, Term Assurance sales in the UK grew 2% by policy count compared to H1 2024. This means that Reassured’s Term Assurance sales are 14% ahead of UK market growth in 2025. Research by Reassured has shown that 70% of these families have not previously taken out life insurance, meaning Reassured is helping to close the protection gap.
The growth has been delivered through an increase in marketing activity and in the number of digital transactions as well as the addition of more customer facing staff, and improved customer engagement initiatives. The business has seen increased searcher intent since June 2025 backed up by Google Trends data which has shown an increase in the number of people searching for Life Insurance.[1] This is due in part to proposed changes to inheritance tax legislation as well as increased mortgage activity.
Reassured has built strategic capability in important areas like the introduction of Voyc, the AI-powered conversation intelligence and compliance monitoring platform. This has streamlined overall efficiency and the service delivered to clients, in turn helping to boost Reassured’s policy sales.
Reassured’s most recent accounts for the year ended 31 January, 2025, show:
- Revenue grew by 14.8% to £91.47 million
- The number of Trustpilot reviews increased year on year by 7,000 to 85,000, and the average score was an impressive 4.8/5.
The strong year has been helped by Reassured’s insurer partners who have supported the business in delivering exceptional customer outcomes as well as improved enquiry volumes through their strategic corporate partnerships.
Mark Townsend, Chief Executive Officer at Reassured, said: “At Reassured we are delighted to have experienced significant growth so far this year which, for Term Assurance sales, has outstripped the overall UK market. This stands as a testament to the hard work of Reassured’s colleagues who have played such a big part in delivering excellent outcomes to our customers.
“I also want to thank our corporate partners and insurers who have helped us to deliver the best possible service we can.
“Finally, I am also delighted to report an impressive set of full year results for Reassured. We recorded very strong increases in revenue and gross profit as well as key customer outcome metrics.”
