Protection specialist Best Insurance has launched a new single-life policy designed to make life cover simpler, faster and more accessible – particularly for customers traditionally underserved by the mainstream market.

Developed in partnership with mutual insurer Shepherds Friendly, the product is available on a decreasing or level term basis for UK residents aged 18 to 60, with a maximum payout of up to £500,000 in the event of death or terminal illness during the policy term.

Unlike many rivals, Best Insurance has removed the minimum monthly premium requirement, in a move it says reflects its goal of making protection “genuinely affordable and inclusive”.

The policy runs for a minimum of five years and a maximum of 40, and covers applicants up to age 70, provided the application is made before their 61st birthday.

The maximum benefit is tiered by age at policy start – £500,000 for 18–45-year-olds, £400,000 for 46–50s, £300,000 for 51–55s, and £200,000 for those aged 56–60. The minimum payout across all terms is £10,000.

NINE QUESTION UNDERWRITING

Best and Shepherds Friendly have focused heavily on simplifying the journey from quote to cover. Applicants answer just nine short underwriting questions, covering health, lifestyle and family medical history, allowing for an instant online decision and the option to complete the entire process digitally.

For those who prefer human interaction, Best’s in-house team remains available to offer support by phone.

Kesh Thukaram, co-founder of Best Insurance, said: “This is about removing unnecessary friction from life insurance.

“We want to make insurance more accessible to every family across the UK – especially for those on lower incomes – and ensure they have a financial safety net in place for life’s unexpected events.

“We have huge data and technology capabilities to spot trends ahead of time and we saw a product need that the market had not adequately filled.

“By simplifying the underwriting check to just nine easy-to-understand questions and offering maximum payout amounts of up to £500,000, Best Insurance is broadening its customer reach and continuing to innovate in the Protection and General Insurance markets.”

WHITE-LABEL DISTRIBUTION

The new policy is available to distributors through Best Insurance’s white-label model, allowing partners to offer the cover under their own brand and within their existing customer journeys – without building in-house insurance infrastructure.

The proposition is powered by Best’s AI-driven Excitare.ai platform, which the firm says enables a full white-label deployment within days rather than the traditional weeks or months.

Distribution partners face no implementation or support costs and can draw on Best’s operational backbone for FCA-compliant servicing where required.

This model, says Best, is designed to extend protection distribution to new digital and affinity channels, creating low-friction routes to market for brands looking to add protection without the regulatory overhead.

Thukaram added: “All of this is offered on a pure performance model. That makes it compelling for a wide range of digital distribution points to consider adding life insurance to their propositions.”

PARTNERSHIP APPROACH

Daniel Simpson, chief innovation officer at Shepherds Friendly, said the collaboration reflected both firms’ shared focus on consumer-first innovation.

“We’re proud to have worked closely with Best Insurance to understand their customers’ needs and develop this product, combining simple and straightforward underwriting with cover that genuinely delivers on those needs,” he said.

“It’s exciting to see Best Insurance take this innovation to market, underpinned by Shepherds Friendly’s long-standing commitment to providing protection solutions that put people first.”

ACCESS AND AFFORDABILITY

The launch comes as the protection market continues to adapt to shifting consumer expectations around digital access and affordability.

Industry data shows rising demand for simplified, non-advised protection products – particularly among younger demographics and those deterred by lengthy application processes or medical disclosures.