Choosing the best life insurance provider in the UK is not always simple. Each insurer has different strengths, policies, and benefits, which means the right option for one person might not suit another.
That is where working with a broker comes in. Rather than being tied to one insurer, a broker can compare the UK’s leading insurers and help find you the right policy for your needs, lifestyle, and budget.
Here we look at some of the best life insurance providers we work with, giving you a clear overview of what each brings to the table.
Vitality
Vitality is known for combining life insurance with a healthy living rewards programme.
Policyholders can earn discounts and perks for staying active, attending health checks, and making healthier lifestyle choices.
- Best for: People who want added rewards and motivation for healthy living.
- Highlight: Premium discounts and lifestyle rewards.
- Wellbeing benefits included:
Discounted gym membership, spa breaks and coffee.
If you keep active, then Vitality pays for an Apple Watch once you pay a deposit. This is a great way to monitor and maintain your activity.
If you keep up a specified level of activity then Vitality will lower your monthly premium.
Aviva DigiCare+ app that allows you to monitor your health and wellbeing at no added cost. Services include mental health support, 24/7 nurse access, annual health checks, second opinion services and bereavement support
The Exeter
The Exeter specialises in protection policies for people who may find it harder to get standard life insurance, such as those with medical conditions or higher-risk occupations.
- Best for: Applicants with complex lifestyle situations.
- Highlight: A flexible and inclusive approach to underwriting.
- Wellbeing benefits included:
HealthWise allows you to book phone or video consultations via the app with experienced UK-based GPs without leaving home and to access a second medical opinion.
You can also receive assessment, diagnosis and treatment of musculoskeletal conditions.
HealthWise also gives you access to fully trained specialists who can assess and treat a range of mental health conditions.
Registered dietitian consultations with one-to-one consultations with a HCPC registered dietitian who can help you improve your health and wellbeing.
Access the lifestyle service for tailored advice to maximise overall wellbeing. By delving into areas such as sleep, stress management, movement and exercise, these consultations can be hugely beneficial.
Get personalised guidance on healthy food habit changes on a day-to-day basis to promote health and wellbeing with the nutrition service.
Keep on top of your health with a yearly Health MOT through a pin prick blood test. This test checks 20 different markers to spot any problems early on.
You can order your private and NHS repeat prescriptions through HealthWise. This service is only available in England.
Aviva
Aviva is one of the UK’s largest insurers and a household name. They offer a wide variety of life insurance options, including term life insurance, whole of life cover, and critical illness insurance.
- Best for: Customers who want a trusted, established brand with broad product choice.
- Highlight: Wide range of policy options.
- Wellbeing benefits included:
Annual health check – Tracking and managing your health and wellbeing is a lot easier if you know how your body is doing.
You’ll have up to six sessions a year with a nutritionist who’ll provide advice on eating plans.
Discounts on gym memberships and home fitness classes.
Nursing staff ready to help 24 hours a day with any medical issues.
Support is also available for a range of mental health conditions via video or telephone consultations with a qualified specialist.
Professional help from a qualified counsellor when someone close to you passes away.
Grief support for young people. \
Aviva have teamed up with Red Apple Law to offer you access to legal support and professional guidance when administering a deceased estate, including probate options.
A guide to support you with the essential tasks that often follow bereavement.
If you need reassurance or alternative treatment options following a medical diagnosis, you can get a second opinion from a healthcare specialist.
Legal & General
Legal & General has a long history in the UK market and offers affordable, straightforward life insurance. They are particularly popular with families looking for budget-friendly policies.
- Best for: Cost-conscious families seeking dependable protection.
- Highlight: Competitive pricing with strong reliability.
- Wellbeing benefits included:
A dedicated nurse is available to you to issue information, guidance and advice, access to clinical assessments and additional services from the moment you take out the policy. Having someone that knows your situation and has the context to give the best advice for you allows for a better healthcare experience.
Care Concierge provides a tailored service to help understand and find adult and later life care.
You can talk to Care Experts confidentially and get free impartial advice and guidance over the phone which can help you or loved ones care for adults or later in life.
LV= (Liverpool Victoria)
Previously known as Liverpool Victoria and in operation since 1843, they are one of the UK’s leading life insurance companies with over 5 million customers. They offer life insurance and critical illness products that often include added member benefits
- Best for: People who like the idea of mutual ownership.
- Highlight: Good customer service and added-value member perks.
- Wellbeing benefits included:
LV=’s Doctor Services offers 24/7 access to a remote GP alongside unlimited consultations to a UK doctor.
A 25% discount on health MOTs is available as part of their LV= Doctor Services.
Remote physiotherapy is also available to policy holders.
Scottish Widows
Scottish Widows is a trusted name with a history going back more than 200 years. They are known for offering reliable life insurance policies with a strong reputation for stability.
- Best for: People who want a long-standing, traditional insurer.
- Highlight: Strong reputation for financial strength.
- Wellbeing benefits included:
Macmillan Cancer support
Clinic in a Pocket – remote GP and prescription delivery services at no extra cost all from a handy app.
RedArc – you get assigned a nurse that’s dedicated to help
Royal London
Royal London is the UK’s largest mutual life, pensions, and investment company. They are recognised for customer-focused products and fair treatment of policyholders.
- Best for: Families looking for fair, transparent life insurance.
- Highlight: Mutual status and customer-first approach.
- Wellbeing benefits included:
24/7 GP support via HealthHero
Physiotherapy advice via TrackActiveMe
Personalised health report with LiveSmart
RedArc recovery support
Zurich
Zurich is an international insurer with strong UK operations. They are known for their flexible policies and high claim payout rates.
- Best for: People who want flexibility and reassurance on claims.
- Highlight: Consistently strong claims record.
- Wellbeing benefits included:
Childcare support and referrals are available to you.
Support around debt and legal matters
6 counselling sessions by fully qualified and experienced counsellors
Why use a broker to find the best life insurance?
Each life insurance provider has strengths individually, but the best one for you depends on your personal circumstances, health, budget, and long-term goals. Working with a broker means:
- You are not limited to one brand.
- You can compare a range of policies side by side.
- You get expert guidance tailored to your needs.
Final thoughts
There is no single “best” life insurance provider in the UK. The right choice depends on what matters most to you, whether that is cost, flexibility, added rewards, or specialist support.
As a life insurance broker, we work with trusted names like Vitality, The Exeter, Aviva, Legal & General, LV=, Scottish Widows, Royal London, and Zurich. We can search through this market, finding the right cover for you.
Our role is to help you cut through the complexity, compare options, and find the best life insurance policy for your situation.
Get your free quote today and protect your family with IGotCover.
