Life insurance comparison
Comparing properly means more than the monthly price. Use the tool to find the right cover type, then compare on what actually matters.
Why comparing matters
Life insurance is priced individually. Two insurers assessing the same person can return very different premiums, because each weighs age, health, weight, smoking status, occupation and family medical history using its own underwriting rules. That is the single biggest reason to compare rather than accept the first quote you see.
The cover itself differs too. Two policies at a similar price can behave very differently at claim, so the cheapest option is not automatically the right one.
Which cover type fits you
Which type of cover fits your situation?
Cover type matters more than the headline price, because the wrong shape of policy can leave a gap exactly when it is needed. Answer three questions.
A guide, not personal advice. Your health, budget and existing cover all affect what is right, which is what the adviser call is for.
What to compare beyond price
- Type of cover. Level, decreasing, whole of life or family income benefit. The tool above narrows this down. See types explained.
- Amount and length. Enough to clear the mortgage and debts, plus support for the years your family would need it. Our calculator gives a starting figure.
- Terminal illness cover. Included as standard on many term policies, paying out early on a qualifying diagnosis.
- Critical illness cover. A separate benefit if you survive a listed serious illness. Definitions vary a lot. See critical illness cover.
- Guaranteed or reviewable premiums. Guaranteed stays fixed. Reviewable can rise at review, which matters a lot over a 25 year term.
- Underwriting approach. With a health condition, the insurer that treats it most favourably usually matters more than the headline rate.
- Exclusions and waiting periods. Check what would not be paid, and when.
The cover types side by side
| Type | Payout | Best for | Relative cost |
|---|---|---|---|
| Level term | Stays the same | Family living costs, interest only mortgage, other debts | Moderate |
| Decreasing term | Falls over time | A repayment mortgage | Lowest |
| Increasing term | Rises with inflation | Keeping real value over a long term | Higher |
| Family income benefit | A monthly income | Replacing income rather than a lump sum | Low to moderate |
| Whole of life | Whenever you die | Estate planning, inheritance tax, a certain legacy | Highest |
Relative cost is a general guide for the same person and sum assured, not a quote. Your price depends on age, health and lifestyle.
What moves the price
- Age. The largest single factor. Cover generally costs less the earlier you start, and the price is usually fixed for the life of the policy.
- Smoking. You count as a smoker if you have used tobacco or vaping products in the last 12 months. See how insurers know.
- Health and family history. Existing conditions do not automatically rule you out. See cover with conditions.
- Cover amount and term. More cover, and a longer term, cost more.
- Occupation and pastimes. Some jobs and hobbies attract a loading.
Common comparison mistakes
- Choosing on monthly price alone and ignoring what is actually covered.
- Under insuring to keep the premium down, so the payout would not clear the mortgage.
- Not declaring the full medical history. Non disclosure is the main reason claims are refused.
- Cancelling old cover before the new policy is in force, leaving a gap.
- Comparing a reviewable premium against a guaranteed one as though they are the same.
- Forgetting to consider writing the policy in trust.
How comparing with us works
You answer a short set of questions about you and the cover you want. We then look across our panel of UK insurers and protection partners, and a qualified protection adviser confirms the cover fits before you decide. It is free to use and there is no obligation.
We compare cover from a selected panel of UK insurers, brokers and adviser partners rather than the whole of the market. That is worth knowing when you weigh us against other services.
“Most people compare on the monthly figure alone, and that is the one number that tells you least. Get the shape of the cover right first, then check whether the premium is guaranteed or reviewable, and only then compare price. A policy that is twenty percent cheaper but reviewable can cost far more across a twenty five year term.”
Frequently Asked Questions
Is comparing life insurance free?
Yes. Comparing through Life Adviser is free and there is no obligation to take out cover.
Does comparing life insurance affect my credit score?
No. Getting life insurance quotes does not affect your credit score.
Do you compare the whole market?
No. We compare cover from a selected panel of UK insurers, brokers and adviser partners rather than the whole of the market.
Is the cheapest life insurance the best?
Not usually. Two policies at a similar price can differ on exclusions, illness definitions and whether premiums are guaranteed or reviewable.
How long does comparing take?
Getting quotes usually takes a few minutes. Setting up a policy can take longer if the insurer asks health questions.
Can I compare if I have a health condition?
Yes, and it is arguably more important, because insurers differ considerably in how they treat the same condition.
How We Researched This Guide
This guide explains how life insurance comparison works and what differs between policy types. We use published UK insurer product terms rather than live quotes, because pricing is individual.
The cover type tool applies the standard mapping between what someone is protecting and the policy shape that matches it. It is a guide, not personal advice.
- Published UK insurer product terms and key features documents, 2025 to 2026, for cover types, guaranteed versus reviewable premiums and terminal illness cover.
- Association of British Insurers, protection claims data 2024, for claims paid and reasons claims are declined.
- MoneyHelper, impartial guidance on comparing life insurance.
Sources
- Published UK insurer product terms and key features documents, 2025 to 2026, for cover types and premium structures. Relative cost rankings are general and not quotes.
- Association of British Insurers and Group Risk Development, protection claims data 2024, published July 2025, including that non disclosure is the main reason claims are declined.
- MoneyHelper, impartial guidance on comparing life insurance and choosing cover.
Compare life insurance quotes
Answer a few questions and we will compare cover from a range of UK insurers. Free to use, with no obligation.
Life Adviser is a trading style of PJG Financial Limited, which is authorised and regulated by the Financial Conduct Authority (FRN 919697). We are an insurance broker, not an insurer. We help you compare life insurance and protection products from selected UK insurers, brokers and adviser partners, and we may receive a commission if you take out a policy. Quotes, cover, premiums and acceptance are subject to eligibility, underwriting and insurer terms. This page is general information, not personal advice.