Octopus Legacy, the estate planning provider, has joined with mutual society Shepherds Friendly to create a simplified life insurance offering designed to reduce the barriers that often prevent consumers from arranging protection.
Data from Octopus Legacy’s ‘death preparedness’ quiz shows that 54% of UK adults have no life insurance, including 43% of people with both children and a property. Among under-35s, the proportion rises to 68%.
The companies said the new product is intended to make arranging cover quicker, clearer and more accessible for those who have traditionally been underserved.
FOCUS ON ACCESS AND EASE
The policy can be completed online in around 15 minutes. Customers are guided through the process with straightforward explanations of cover options, and the sign-up journey has been shaped using behavioural science intended to encourage transparency in disclosure.
The firms said this approach is designed to reduce anxiety, support honest answers and improve the likelihood of efficient claims handling.
The offering removes conventional hurdles such as medical examinations and extensive paperwork. The technology behind the system aims to deliver a smooth user experience and lower the perceived complexity that often deters people from taking out life cover.
Daniel Simpson, chief innovation officer at Shepherds Friendly, said: “Partnering with Octopus Legacy to develop its new life insurance proposition has been a genuinely rewarding experience.
“We’re proud to support a brand that’s redefining legacy planning, removing jargon, easing emotional burdens and helping families feel confident about the future.
“This partnership reflects our joint commitment to purposeful innovation, and we’re excited to see it brought to life by a team that truly puts people first.”
BEREAVEMENT SUPPORT AND ESTATE PLANNING
Customers can opt to upgrade to Life Insurance Plus, which provides access to a range of Octopus Legacy estate planning services, including wills and lasting powers of attorney.
It also includes a bereavement concierge service offering one-to-one support for families dealing with practical tasks after a death, from identifying funeral directors to managing arrangements and everyday necessities.
Sam Grice, CEO of Octopus Legacy, said: “For many people, life insurance feels complex or distant, so we wanted to make it quick, simple and human.
“With its member-first approach, Shepherds Friendly turned out to be the ideal partner to help us design something centred on customers’ needs.
“Together, we’ve built something we’re really proud of – policies can be set up online in minutes, giving people immediate peace of mind their families will be provided for, and access to our bereavement concierge service through our Life Insurance Plus offering means that customers can support their families not just financially but practically and emotionally too.”
The partnership positions the product as a response to the enduring protection gap and the ongoing challenge of encouraging consumers to plan more proactively for their financial future.
