How to buy life insurance in the UK
Buying life insurance is more straightforward than most people expect. This guide walks you through what to decide first, where to buy, what you will need, and how to get the right cover at the right price.
Get my quoteSurely helps you compare and get quotes online; we do not give advice ourselves; where advice is appropriate, a qualified protection adviser from our panel partners may contact you.
Buying it, step by step
At its simplest, buying life insurance means deciding how much cover you need, comparing quotes from a few insurers, applying, and answering some health questions. Most people can do it online in minutes, and cover often starts the same day.
The one step worth real attention is comparing, because the same policy can cost very different amounts depending on the insurer. The rest of this guide takes you through it.
Before you buy, decide what you need
A little planning before you start makes the quotes meaningful. Work out four things first.
- How much cover. A common approach is enough to clear the mortgage and other debts, plus a few years of living costs for those who depend on you. A cover calculator can help you size it.
- How long. Choose a term that lasts until your dependants are financially independent or the mortgage is repaid, often 20 to 30 years.
- What type. Level term keeps the same payout throughout, while decreasing term falls in line with a repayment mortgage and costs less.
- Single or joint. Two single policies pay out twice and can be written in trust separately, while a joint policy is one payout and often slightly cheaper.
The steps to buy
Once you know what you need, the process is quick and follows the same path with any insurer.
- Decide your cover. Fix the amount, term and type, as above.
- Compare quotes. Get prices from several insurers for the same cover, rather than taking the first one.
- Apply online. Pick a policy and complete the application, including health and lifestyle questions.
- Underwriting and checks. The insurer reviews your answers, sometimes asking for a GP report or a simple medical.
- You are covered. Once accepted and the first premium is paid, your cover starts. Check the documents and consider a trust.
Where to buy life insurance
There are three main routes, and the right one depends on how complex your needs are.
| Route | Good for | Keep in mind |
|---|---|---|
| Comparison site | Comparing prices and getting quotes from several insurers quickly, online. | You choose and buy yourself. Some sites can pass you to an adviser for complex needs. |
| Broker or adviser | Personalised help, complex health, or larger and business cover. | They search the market for you, and are usually paid by commission from the insurer. |
| Direct from an insurer | When you already know the exact policy you want. | You only see that one insurer’s prices, so you cannot compare. |
Surely is a comparison route. Surely helps you compare and get quotes online; we do not give advice ourselves; where advice is appropriate, a qualified protection adviser from our panel partners may contact you.
What you will need
Having a few details to hand makes the application faster and the quote more accurate.
- Personal details. Date of birth, address and contact information.
- Health history. Any conditions, medication, and relevant family medical history.
- Lifestyle. Whether you smoke, your height and weight, your occupation and any higher risk hobbies.
- Financial picture. Your mortgage balance, other debts, and who you are protecting.
- Your cover decision. The amount, term, type, and whether it is single or joint.
Underwriting and health questions
Underwriting is how the insurer assesses your risk and sets your price. Most applications are decided from the health and lifestyle questions alone, often within minutes. For higher cover amounts, older applicants or certain health answers, the insurer may ask for a GP report or a simple medical, such as a nurse visit with basic measurements.
The golden rule is to answer everything fully and honestly. Non disclosure, leaving something out or getting it wrong, is the single most common reason a claim is later declined. Some conditions, jobs or hobbies can raise your price or add an exclusion, but cover is very often still available, and an adviser can help with trickier cases.
After you buy
- Check the documents. Make sure the policy schedule matches the cover, term and price you applied for.
- Consider writing it in trust. This helps the payout reach the right people quickly and usually keeps it outside your estate for inheritance tax. It is normally free to set up.
- Keep paying premiums. Cover ends if you stop, and the policy has no cash in value.
- Review on life changes. A new baby, a bigger mortgage or marriage may mean you need more cover.
- Do not cancel old cover too soon. Keep any existing policy until the new one is fully in force.
What it costs
Life insurance is often cheaper than people expect. Price is driven mainly by your age, health and the cover you choose, and a guaranteed premium stays fixed for the whole term.
A healthy 30 year old might pay around £11 a month for £200,000 of level term cover over 20 years, rising with age as shown.3 Because the same cover can vary by 20% to 40% between insurers, comparing a few quotes for your exact details is what brings the price down, not the route you buy through.
“Buying life insurance trips people up far less than they fear. Decide your cover, answer the health questions honestly, and compare a few insurers, that is most of it. The two things people get wrong are not comparing, so they overpay, and trimming the truth on the application, which is the thing most likely to cause a problem at claim time. Get those two right and you are in good shape.”
Frequently asked questions
Can I buy life insurance online?
Yes. Many policies can be quoted and bought online in minutes, with cover often starting the same day. More complex needs, such as larger cover or difficult health, can be better suited to an adviser.
Do I need a medical to get life insurance?
Usually not. Most applications are decided from your health and lifestyle answers. For higher cover, older ages or certain conditions, the insurer may request a GP report or a simple medical.
How long does it take to buy?
A quote takes a few minutes, and many policies can start the same day once you are accepted and have paid the first premium. If a GP report or medical is needed, it can take a few weeks.
Is it cheaper to buy direct or through a broker?
Neither is reliably cheaper for the same policy, because the insurer sets the premium and commission is built in either way. What saves you money is comparing across insurers, since prices for identical cover vary by 20% to 40%.3
Can I be refused life insurance?
It is possible with serious health issues, but cover or alternatives are often still available, sometimes at a higher price or with exclusions. An adviser can help place harder cases with the right insurer.
Does Surely sell or advise on policies?
Surely helps you compare and get quotes online; we do not give advice ourselves; where advice is appropriate, a qualified protection adviser from our panel partners may contact you.
For impartial money guidance you can use MoneyHelper, the government backed service.
This guide is general information, not personal advice. Pricing figures are Surely analysis of typical UK prices for a healthy applicant and are illustrative, not quotes. Your own cover and price are confirmed only when you apply, and writing a policy in trust may not be right for everyone. Surely helps you compare insurance and does not provide regulated financial advice.
How We Researched This Guide
We write our guides from named, public UK sources and cross check the figures. This guide drew on:
- Association of British Insurers and Group Risk Development, 2024, for the average payout and claims paid rate.
- Financial Conduct Authority Pure Protection Market Study, January 2026, for how the market and buying routes work.
- Surely analysis of typical UK term life prices for a healthy applicant, for the premium figures and the variation between insurers.
Surely helps you compare and get quotes online; we do not give advice ourselves; where advice is appropriate, a qualified protection adviser from our panel partners may contact you.
Written and reviewed by Paul Gillooly, Founder of Surely. Last reviewed June 2026.
Sources
- Association of British Insurers and Group Risk Development, 2024 protection claims: average UK life insurance payout £79,703; 97.9% of individual protection claims paid.
- Financial Conduct Authority, Pure Protection Market Study, January 2026.
- Surely analysis of typical UK term life insurance premiums for a healthy applicant, June 2026, including the 20% to 40% variation between insurers for identical cover. Illustrative figures, not quotes.
Surely is a trading style of PJG Financial Ltd, authorised and regulated by the Financial Conduct Authority, firm reference number 919697. This page is a financial promotion and is for general information, not personal advice. Life insurance has no cash in value at any time and cover ends if you stop paying premiums. Tax treatment depends on your individual circumstances and may change in the future.
