How we make money
How Surely makes money
Surely is free for you to use. We compare cover, then connect you with an expert protection adviser who prepares your quotes and gives you advice. Here is exactly how the money works, in plain English.
Free to use
Who pays us
No obligation
The short version
Surely does not charge you a penny. When you ask for quotes, we introduce you to one of the expert protection advisers we work with. They prepare your personalised quotes and give you advice on the cover that fits.
If you decide to take out a policy, the insurer pays the adviser a commission, and the adviser shares part of that with us for making the introduction. You pay nothing extra, because that commission is already built into the insurer’s standard price.5 The premium is the same whether you come through Surely or go straight to the insurer.
What Surely actually does
Surely is a comparison and introduction service. We are the part that helps you understand your options and points you to the right expert. We do this in two ways.
- We compare and explain. Our guides and tools help you work out what cover you might need and what good value looks like, so you arrive at a quote already informed.
- We connect you to an adviser. When you are ready, we pass your request to one of our partner protection advisers, who handles the regulated advice and prepares your quotes.
The advice and the quotes come from the FCA authorised advisers we partner with, not from Surely itself. We handle the comparison, they handle the advice. You can read more about us or see why comparing matters.
Who prepares your quotes and gives advice
The people who quote and advise you are qualified protection advisers at firms authorised and regulated by the Financial Conduct Authority. They compare cover from a panel of UK insurers and recommend what suits your needs and budget, rather than pushing a single product.
Because they are paid by commission, their advice carries no fee for you and no obligation to buy.5 You can talk things through, get your quotes, and walk away if it is not right for you.
How the money flows
Here is the full path, from your first quote request to how we get paid. Money only changes hands if you choose to take out a policy.
You ask for quotes
You tell us a little about yourself and the cover you are after.
We connect you to an adviser
We pass your request to one of our partner protection advisers.
They quote and advise
The adviser compares insurers, recommends cover and answers your questions. You decide.
If you buy, we get paid
The insurer pays the adviser a commission, and the adviser shares part with us.
Does it cost you more?
No. Insurers build a set amount of commission into their price whether you buy through an adviser or go direct yourself. So using Surely and speaking to an adviser does not raise your premium.5 If anything, an adviser comparing a panel of insurers can help you avoid paying over the odds.
You pay the same price either way. The commission comes out of the insurer’s price, not added on top of yours.
Does commission affect the advice you get?
It should not, and the rules are built to stop it. Under FCA rules, an adviser must not let commission steer you toward a product that is worse for you when a better one is available.4 The Consumer Duty also requires firms to act to deliver good outcomes and fair value for customers.4
In plain terms, the adviser’s job is to recommend cover that genuinely suits you. If they get that wrong, you have the protection of the Financial Ombudsman Service and, in many cases, the Financial Services Compensation Scheme behind you.
Why we use advisers instead of selling to you ourselves
Protection is not a one size product. The right cover depends on your health, your family, your mortgage and your budget. A qualified adviser can read your situation, flag the medical questions that matter, and structure the policy properly, including things like writing it in trust where it helps.
Partnering with expert advisers means you get that human judgement without us having to build and staff a giant call centre. It keeps Surely lean and lets us put our effort into clear comparison and good guidance.
What we do with your details
When you request quotes, we pass the details you give us to the partner adviser so they can prepare your quotes and advise you. That is the whole reason we collect them.
- We do not sell your personal details to unrelated third parties.
- You are contacted so an adviser can help with your quote request, not bombarded.
- You can ask us to stop contacting you at any time.
The full detail of what we collect, why, and your rights is set out in our privacy policy. If you ever want to reach a real person, our contact page is the place to start.
“I wanted Surely to be the opposite of the murky lead selling I have seen for years in this industry. The deal is simple. You never pay us. We only earn if an adviser you chose to speak to actually helps you put cover in place. That keeps everyone honest.”
Common questions
Is Surely really free?
Yes. You never pay Surely a fee, and the adviser does not charge you for preparing quotes or giving advice. We are paid by the adviser, out of the commission the insurer pays them when a policy goes live.
So who actually pays you?
The partner adviser does. When you take out a policy, the insurer pays the adviser a commission, and the adviser shares part of it with us for introducing you. If you do not take out a policy, no commission is paid and we earn nothing.
Will I pay more than if I went direct to the insurer?
No. Insurers build the same commission into their price whether you buy direct or through an adviser, so your premium is not higher for using us.5
Are the advisers qualified and regulated?
Yes. They work at firms authorised and regulated by the Financial Conduct Authority. You can check any firm or person on the FCA register.
Do the advisers compare the whole market?
They compare cover from a panel of UK insurers and recommend what suits your needs. They will tell you the basis of their service before you proceed.
Does commission push advisers toward a pricier policy?
It should not. FCA rules prevent commission from steering you toward a product that is worse for you, and the Consumer Duty requires firms to deliver fair value and good outcomes.4
Am I committed to buying once I get quotes?
No. Getting quotes and talking to an adviser puts you under no obligation. You can take your time, compare, and decide it is not for you.
Can I just go straight to the insurer instead?
You can. Some people prefer the comparison and advice an adviser brings, others would rather go direct. The price you pay is the same either way, so it comes down to how much help you want.
What if something goes wrong?
If you are unhappy with the advice or service, you can complain to the firm, and if you are not satisfied you can take it to the Financial Ombudsman Service. The Financial Services Compensation Scheme may also protect you in certain situations. Start with our contact page.
Will you sell my details to lots of companies?
No. We pass your details to the partner adviser so they can help with your quote request, as set out in our privacy policy. We do not sell your data to unrelated third parties.
Ready when you are
Get personalised quotes from an expert adviser. Free to use, with no obligation to buy.
Get my personalised quotesCover and price depend on your age, health and circumstances.
Sources
- Financial Conduct Authority, Insurance: Conduct of Business Sourcebook (ICOBS) and the Consumer Duty: rules on remuneration, suitability and fair value.
- British Insurance Brokers’ Association and standard UK insurance practice: commission is built into the insurer’s premium, so using an adviser does not increase the price the customer pays.