Assura Protect life insurance review 2026
Assura Protect’s Dividend Life policies, underwritten by Family Assurance Friendly Society: their benefits, the underwriter’s claims record and ratings.
- Trustpilot
- 4.9 / 5
- 525 reviews · Assura Financial profile
- Defaqto
- 3 out of 5 stars
- Level term
- Claims paid
- 99.5%
- Underwriter’s protection claims, 2025
- Entry age
- 18–69
- Life cover, 5–50 year terms
In a nutshell
Assura Protect is a trading name of Assura Financial Limited, which arranges and administers Dividend Life term and multi-claim critical illness cover. Assura launched the policies in July 2023 and sells them online or through its own advisers. Family Assurance Friendly Society, which trades as OneFamily, underwrites and issues them.
- Offers Dividend Term Life as level or decreasing term cover, up to £1,000,000, with or without critical illness cover.
- Multi-Claim Cover is included on all critical illness policies without extra premium. It covers up to 3 major condition claims (no more than one per category), up to 200% of the initial sum assured.
- For couples, Assura offers Dual Life Cover instead of joint life cover: it insures each partner separately and pays a benefit on both deaths, not just the first.
- Terminal illness cover, a Guaranteed Insurability Option and Annabel app membership benefits, including Doctor-on-Demand online GP consultations, come with the policies.
- All four of its Defaqto ratings are 3 stars, and it scores 4.9 out of 5 on Trustpilot from 525 reviews.
- Its underwriter, Family Assurance Friendly Society, paid 99.5% of all its protection claims in 2025. The figure covers all of the society’s protection claims, not only Assura policies.
Who are Assura Protect?
Assura Protect is a trading name of Assura Financial Limited, which arranges and administers Assura policies and is authorised and regulated by the Financial Conduct Authority. It describes itself as a new type of life insurance provider, and says its founders are protection advisers, actuaries, risk managers, underwriters and technologists.
- Arranged and administered by
- Assura Financial Limited
- FCA firm reference
- 795982
- Registered in England and Wales
- No. 10781585
- Registered office
- First Floor, 86 Gloucester Place, London W1U 6HP
- Trading names
- Assura Protect, Dividend Life, Cover Cloud
- Insurer
- Family Assurance Friendly Society Limited
- Insurer’s Financial Services Register number
- 110067
Assura Protect calls itself a London-based digital life insurance platform and launched Dividend Life, its term and multi-claim critical illness cover, on 31 July 2023. Assura says its focus is providing protection products and service directly to customers, and its July 2023 launch release said clients could buy through Assura’s own advisers or online.
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2013
Assura Protect Limited incorporated on 14 February 2013 under its previous name, CJTD Investments Limited (used until 4 January 2018)
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2017
Assura Financial Ltd incorporated on 20 May 2017 under its previous name, Ainsworth Financial Ltd
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2018
Assura Financial Ltd (then called Ainsworth Financial Ltd) authorised by the FCA on 24 April 2018
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2019
Ainsworth Financial Ltd changed its name to Assura Financial Ltd on 4 June 2019
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2023
Dividend Life launched on 31 July 2023
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2025
Assura announced on 9 January 2025 that it had moved to new London offices at 7 Portman
Assura doesn’t underwrite the policies itself. They are underwritten and issued by Family Assurance Friendly Society Limited, a friendly society registered in Brighton that also trades as OneFamily and Beagle Street. In its 2023 annual report, OneFamily says it teamed up with Assura Protect, which it describes as an innovative distribution business, on a new life and critical illness product.
Family Assurance Friendly Society began in 1975, and OneFamily bought Beagle Street in 2022. On 4 February 2026, OneFamily and Scottish Friendly announced a proposal to merge, expected to take effect in early 2027 subject to approvals including regulatory approval.
Assura’s June 2023 life policy summary says policyholder data is disclosed to the reinsurer, Swiss Re Europe S.A. (UK branch), to underwrite the contract and assess and pay claims.
Companies House lists Assura Protect Limited as holding 75% or more of the shares and voting rights in Assura Financial Ltd (notified on 18 August 2021). Charles John Donley holds 75% or more of the shares and voting rights in Assura Protect Limited, and Assura’s July 2023 launch release named him as CEO.
For life insurance customers, this means you buy and manage your policy through Assura, but the insurer, and the team that handles claims, is Family Assurance Friendly Society.
Whether it’s the right choice for you depends on the cover you need and the price you’re offered, so it’s worth comparing plans before you decide.
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Assura Protect life insurance ratings and reviews
Assura Protect is rated 4.9 out of 5 on Trustpilot and all four of its Defaqto ratings are 3 stars. The Trustpilot profile is for Assura Financial Limited, listed as a term life insurance provider.
| Review site | Rating | What it means |
|---|---|---|
| Trustpilot | 4.9 / 5 · Excellent | Based on 525 reviews, 475 of them in the last 12 months. 95% of the reviews are 5-star and 3% are 1-star. Trustpilot notes that Assura hasn’t invited customers to review recently, so the reviews may not be representative. View on Trustpilot (opens in a new tab) |
| Defaqto | 3 stars | Defaqto rates each product from 1 to 5 stars. All four of Assura’s ratings, for level and decreasing term life cover with and without critical illness, are 3 stars. View on Defaqto (opens in a new tab) |
Defaqto ratings for each Assura Protect policy
Defaqto rates each product from 1 to 5 stars. Dividend Term Life is rated 3 stars for both level and decreasing term life cover. Dividend Term Life & Multi Claim Critical Illness is also rated 3 stars for both level and decreasing term critical illness cover.
| Policy | Range | Defaqto rating |
|---|---|---|
| Level term life insurance | Dividend Term Life | 3 out of 5 stars |
| Decreasing term life insurance | Dividend Term Life | 3 out of 5 stars |
| Level term with critical illness | Dividend Term Life & Multi Claim Critical Illness | 3 out of 5 stars |
| Decreasing term with critical illness | Dividend Term Life & Multi Claim Critical Illness | 3 out of 5 stars |
Ratings checked on 24 September 2026 and may have changed since. Defaqto ratings: defaqto.com (opens in a new tab)
Assura’s Trustpilot profile is on a paid subscription, and Trustpilot shows Assura has replied to 30% of negative reviews. Trustpilot also notes that the company hasn’t invited customers to review recently, so the 525 reviews (475 in the last 12 months) may not be representative.
A March 2024 Assura news post lists a “5–Star Defaqto Rating” among its features, but all four of Assura’s Defaqto ratings checked on 24 September 2026 are 3 stars.
As with any insurer, it’s worth reading a selection of recent reviews as well as the headline score.
What does Assura Protect life insurance cover?
Assura’s Dividend Term Life pays out if you die during the policy term, or if you’re diagnosed with a terminal illness that meets the policy definition. Assura says benefit payments are tax free and can be used for any purpose.
You decide how much cover you need and how long the policy should last. The payout could help your family with:
- Mortgage or rent payments
- Household bills and everyday living costs
- Childcare, school or university costs
- Outstanding loans and credit cards
- A cash gift or inheritance for the people you love
With critical illness cover added, the policy can pay up to 3 major condition claims, no more than one per category. Or it can pay 2 major condition claims plus a claim for death, terminal illness or total permanent disability (if you’ve added it). The total is capped at 200% of the sum assured.
A policy can cover just you, or you and your partner with Dual Life Cover. Life-only cover ends early if you die or are diagnosed with a terminal illness during the term. The policies have no cash-in or surrender value, and nothing is paid if you outlive the term.
Assura Protect life insurance policy options
Assura sells its cover as Dividend Life. When you get a quote online, you choose Level Term Family Cover or Decreasing Term Mortgage Cover, then whether to include critical illness cover. Dual Life Cover for couples is available on all its term life and multi-claim critical illness policies.
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Level termThe cover amount stays the same for the whole policy, unless you change it.
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Decreasing termThe cover reduces each year like a repayment mortgage balance at an 8% interest rate.
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Life & critical illnessAlso pays out on diagnosis of a covered condition, with up to 3 major condition claims, up to 200% of the sum assured.
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Dual LifeCovers two people separately, so a benefit can be paid on both deaths, not just the first. It costs more than covering one person.
Level term life insurance
With Assura’s level term cover, the amount paid out stays the same over the life of the policy unless you choose to change it. Your premiums are guaranteed and only change if you change your cover.
Level term cover is often used to protect a family’s income and everyday costs, or to cover an interest-only mortgage where the amount owed doesn’t go down.
Decreasing term life insurance
With Assura’s decreasing term cover, the cover amount reduces each year in a similar way to the balance of a repayment mortgage with an 8% interest rate. It’s updated monthly, and you can check the current amount in your online Annabel account.
A claim pays 100% of the sum assured at the claimable event date, and a terminal illness claim pays the cover amount on the diagnosis date. Assura says decreasing term is also known as mortgage life insurance, and the maximum cover is £1,000,000, the same as for level term.
Because the amount of cover falls over time, premiums are usually lower than for level term cover with the same starting amount.
Life insurance with multi-claim critical illness cover
Assura groups critical illnesses into five major condition categories: cancer & HIV, cardiovascular, organ failure, neurological and disability. You can make up to 3 major condition claims per policy, with a maximum of one claim per category. Major condition claims can pay up to 200% of your initial sum assured in total.
The first two successful critical illness claims each pay 75% of the sum assured at the claimable event date, and a third pays up to 50%. There’s no waiting period for a first claim, but a second or third critical illness claim has a 90-day waiting period. After a claim, your policy continues at the same monthly premium for the rest of the term or until the maximum payout is reached.
If your first claim is for death, terminal illness or total permanent disability (if you’ve added it), 100% of the sum assured is paid and the policy ends. After a critical illness claim, a later death, terminal illness or disability claim pays 25% of the sum assured if it’s related to the condition already claimed for. If it’s unrelated, it pays 100% after one critical illness claim, or 50% after two.
Multi-claim cover is included on all Assura critical illness policies without extra premium. If you die within 14 days of a critical illness diagnosis, only the death benefit is payable. For decreasing term critical illness cover, the benefit is the sum assured on the claimable event date, adjusted using an annual 8% discount rate.
Assura gives different counts of the conditions covered across its site. Its critical illness page lists 40 major conditions and 6 additional partial conditions, its July 2023 launch release said 46 conditions, and its homepage comparison table says 42.
Dual Life Cover for couples
Assura offers Dual Life Cover instead of joint life cover. It insures each partner separately and pays a benefit on both deaths, not just the first. If one partner dies first, the survivor’s cover stays in place.
Each person gets the same type of cover and sum assured for the same length of time. A claim by one of you doesn’t affect the other’s cover, although the other’s premium is adjusted. If you separate from your partner, you can split the dual plan into two single policies with adjusted premiums.
In Assura’s £100,000 example, a traditional joint policy pays up to £100,000 on the first life, while Dual Life pays up to £200,000 across both lives. Assura says Dual Life monthly premiums are similar to joint policies. Its May 2023 comparison shows £19.30 a month for partner level term cover, compared with £10.00 for single cover.
Dividend Term Life vs Dividend Term Life with critical illness
Assura’s life-only policy and its life and critical illness policy come with different built-in benefits. Here’s how they compare:
| Feature | Life cover | Life & critical illness |
|---|---|---|
| Terminal illness cover | Included | Included |
| Guaranteed Insurability Option | Included | Included |
| Annabel Benefits & Rewards | Included | Included |
| Multi-claim critical illness cover | Not included | Included |
| Children’s critical illness cover | Not included | Included |
| Accident cover (£5,000) | Not included | Included |
| Dual Life Cover | Optional | Optional |
| Total permanent disability cover | Not included | Optional |
Included benefits and options as listed on Assura’s term life and critical illness pages and its Dividend Life FAQ. Optional extras add to the premium.
Assura Protect life insurance at a glance
These are the key limits for each policy from Assura’s September 2025 terms and conditions. Assura’s documents don’t all agree: the June 2023 life policy summary and the online quote guide give a maximum life term of 40 years. The product guide’s critical illness summary gives entry up to age 70 and cover ending by the day before your 90th birthday.
| Limit | Level term | Decreasing term | Life & critical illness |
|---|---|---|---|
| Age when you apply | 18–69 | 18–69 | 18–64 |
| Cover must end by age | 90 | 90 | 70 |
| Policy term | 5–50 years | 5–50 years | 5–40 years |
| Maximum cover | £1,000,000 | £1,000,000 | £1,000,000 |
| Single or dual | Both | Both | Both |
| Conditions covered | Not applicable | Not applicable | 40 major + 6 partial |
Ages and terms from Assura’s September 2025 terms and conditions; maximum cover from its term life page and September 2025 critical illness policy summary. Checked 24 September 2026. The condition count is from Assura’s critical illness page; other Assura pages give 42 or 46.
What affects the cost of Assura Protect life insurance?
The price you’re offered depends on your circumstances and the cover you choose. Assura says premiums depend on factors such as your age, health, the type of cover and the term, and its online application asks about:
- Your age
- Your health, including your health history and your family history
- Whether you’ve used tobacco or nicotine replacement products, including e-cigarettes, in the last 12 months
- Your lifestyle, work, travel and sports
- The type of cover you choose
- How long you want cover for
- How much cover you want
Premiums are paid monthly by direct debit from a UK bank or building society. They’re guaranteed, so they only change if you change your cover. Multi-claim cover is included on critical illness policies without extra premium, while Dual Life Cover and total permanent disability cover cost extra.
On its homepage, Assura compares its indicative prices from 26 May 2023 with three unnamed insurers that it says were chosen from the top 5 UK life insurers by annual policy sales. All three examples are for a 35-year-old over a 20-year term with no health loadings (extra charges for health). For £200,000 of single level term cover, Assura shows £10.00 a month against £11.92, £9.54 and £12.16 from the other three.
On the same basis, Assura shows £10.00 a month for £350,000 of single decreasing term cover, against £11.17, £10.41 and £13.48. For £100,000 of single level term life and critical illness cover, it shows £30.37 against £31.05, £33.39 and £44.41. Assura’s table lists two of those other policies as life or critical illness cover and the third as critical illness only. These prices are from 2023, so they may not reflect what you’d pay today.
Assura’s March 2024 Quick Quote guide describes a 5-step online form, and says its robo adviser, Annabel, can guide you through the quote. It says the estimated premium you see after the health and lifestyle questions is valid for 1 month, and that one of Assura’s life insurance consultants contacts you about your quote.
In general, cover costs less the younger and healthier you are when you apply, and decreasing term usually costs less than level term for the same starting amount. Adding critical illness cover increases the price. Comparing plans from several insurers is the simplest way to see what’s available for your circumstances.
Assura Protect life insurance benefits & extras
Assura’s policies include terminal illness cover, a Guaranteed Insurability Option and Annabel app benefits as standard, while critical illness policies also include children’s, accident and partial condition cover:
| Benefit | What it does | Available with |
|---|---|---|
| Terminal illness cover | Pays out if you’re diagnosed with a terminal illness: an illness that has no known cure or has progressed past the point where it can be cured. In the opinion of your hospital consultant and the insurer’s Medical Officer, it must be expected to lead to death within 12 months, and you must claim before death. | Available with: Dividend Term Life, with or without critical illness cover |
| Guaranteed Insurability Option | Assura says you can increase your cover without further medical checks or underwriting after marriage or civil partnership, or the birth or adoption of a child. It also applies after a pay rise from a new job or promotion, or a bigger mortgage when moving home or making major home improvements. Increases are capped at 50% of the original sum assured (up to £150,000), up to three times over the term and within six months of the event. It isn’t available once you (or your partner, on a dual plan) are 55 or older, or in the last five years of the policy. | Available with: All policies |
| Annabel Benefits & Rewards | Assura’s Annabel app includes Annabel Rewards (300 retail partners across groceries, tech, travel and more) and Annabel Connect, a concierge service for everyday tasks. It also gives access to periodicals such as the Financial Times, Bloomberg, The Economist and The Wall Street Journal, plus policy management and a claims tracker. These benefits are managed by Assura Protect Services Ltd, may be changed or discontinued at Assura’s discretion, and aren’t a policy obligation. | Available with: All policies |
| Doctor-on-Demand | Assura’s online GP service runs 24/7 from anywhere in the world, with appointments on average within 6 hours, plus e-prescriptions, referral letters and fit notes. You’re set up in the 2 weeks after your first premium. Assura’s documents differ on how many consultations you get: its membership page gives multi-claim critical illness policies unlimited use subject to fair use, while its product guide links unlimited consultations to a minimum Dividend Life premium of £20 a month, with a limit of 4 a year otherwise. | Available with: Dividend Life policies |
| Children’s critical illness cover | Pays the lower of £25,000 or 50% of your sum assured if a child aged 30 days to 18, or 21 in full-time education, is diagnosed with a covered critical illness. It’s paid once per child, for up to two children, or four on dual plans, and doesn’t affect your own cover. The child must survive for 10 days after the claimable event date. | Available with: Critical illness policies |
| Accident cover | A one-off £5,000 if you’re in hospital with physical injuries for at least 28 consecutive days immediately after an accident. It can be claimed once during the policy, or once for each person on a dual plan. | Available with: Critical illness policies |
| Partial condition cover | Support cover for partial conditions pays a single sum of the lower of £25,000 or 25% of your sum assured, and doesn’t count towards your maximum payout. It covers surgery for carcinoma in situ of the breast, treatment for low grade prostate cancer, or diagnosis of low grade thyroid cancer. The policy summary and the terms text say 25%, but the benefit table in the terms shows the lower of £25,000 or 50%. | Available with: Critical illness policies |
You can also add these options for an extra premium:
| Optional extra | What it does |
|---|---|
| Dual Life Cover | Covers you and your partner separately, so a benefit can be paid on both deaths. Available on all term life and multi-claim critical illness policies. |
| Total permanent disability cover | Available on critical illness policies. It’s assessed on an own-occupation basis if you work at least 16 hours a week when you apply, or on specified work tasks otherwise. |
Writing an Assura Protect policy in trust
Assura policies can be placed in trust. Assura’s trust forms are on its website, or you can ask for one by calling 0330 010 0210. The form is a Flexible Trust, and you can post it back to Assura at 7 Portman Mews South, London W1H 6AY, or submit it through the Annabel app.
Assura says a trust can help your loved ones avoid probate to access the payout, and that the payout may not be subject to inheritance tax. Its policy summaries say payouts should be free from UK Income Tax and Capital Gains Tax. They also say a payment made to you is treated as part of your estate for inheritance tax when you die.
The person setting up the trust is automatically a trustee, and at least one more trustee should be named. The form says you should get professional advice before completing it, and it includes a declaration that you haven’t received advice from Assura Protect.
Assura notes that where a policy includes both life and critical illness cover, the living and death benefits may need to be treated differently in the trust documents. Its trust form stops any part of the trust fund being paid to, or used for the benefit of, the person who set it up. With Dual Life, separate beneficiaries can be nominated for each benefit payment when the policy is put in trust.
Read how trusts work, and what other insurers offer, in our guide to life insurance in trust.
Assura Protect free gift offers
Note: Free gifts are offered by select brokers only, our life insurance brokers do not offer free gifts.
Assura’s voucher terms cover promotional Amazon voucher offers linked to buying Dividend Life. It doesn’t publish a fixed voucher value: the terms say the type and value of the voucher may vary depending on the policy premium and the promotional period.
Vouchers are issued only after the policy has stayed active for at least six consecutive monthly premium payments, and are emailed within 30 days of meeting the criteria. You must be a UK resident aged 18 or over, there’s one voucher per policyholder, per household, unless otherwise stated, and there’s no cash alternative. Vouchers must be claimed within six months of the claim notification email.
Separately, Assura’s refer-a-friend scheme gives a £50 Amazon voucher when someone you refer becomes a customer, payable after their 6th monthly premium. Under the scheme terms, rewards are capped at £500 within the last 12 months, and you can submit up to three referrals a month. Assura reserves the right to vary any element of the offer at any time without notice.
See other insurers’ offers and their conditions in our guides to life insurance with a free gift and over 50 life insurance with a free gift.
Does Assura Protect pay out?
Assura’s underwriter, Family Assurance Friendly Society, paid 99.5% of all its protection claims in 2025, and claims on Assura policies go directly to its claims team. Those published figures cover all of the society’s protection claims (not only Assura policies) and appear on the website of Beagle Street, another of its trading names:
- Of all protection claims in 2025
- 99.5%
- Of all protection claims in 2024
- 99.8%
- Of all protection claims in 2023
- 99.8%
Source: Family Assurance Friendly Society claims figures, published on Beagle Street’s claims page (2024 and 2023 from archived copies).
A claim may not be paid if the questions in your application weren’t answered honestly, accurately and reasonably. If the information you gave was inaccurate or incomplete, the insurer may reduce the payment or pay nothing at all.
Answering every question fully and honestly when you apply helps make sure your policy pays out when it’s needed.
How to make an Assura Protect life insurance claim
If you, a policy trustee or an estate executor need to make a claim, Assura asks you to contact Family Assurance Friendly Society’s claims team directly. You can call 0808 196 5861, email claims@assuraprotect.com or write to Dividend Life Claims in Brighton.
There’s no waiting period on the life policy, so you can claim at any time from the policy start date. A terminal illness claim must be made before the death of the life insured, and you can track claims in the Annabel app.
Under the critical illness terms, the evidence for a claim must come from a doctor or consultant legally practising in the UK, the EU, Switzerland, Iceland, Norway, the USA, Canada, Australia, New Zealand, the Isle of Man or the Channel Islands.
- Claims phone
- 0808 196 5861
- Claims email
- claims@assuraprotect.com
- Claims post
- Dividend Life Claims, 16-17 West Street, Brighton BN1 2RL
- Assura customer service
- 0330 010 0210
- Assura opening hours
- Mon–Fri, 9:30am–6pm
- Assura WhatsApp
- +44 7413870114
Key policy terms
A few terms that are worth knowing before you apply. Always check the terms and conditions for the exact product you’re offered. If you're struggling or thinking about suicide, our guide to suicide and life insurance lists where to get support straight away.
| Term | Assura Protect policies |
|---|---|
| Cooling-off period | 30 days from receiving the policy or the start date, whichever is later, with a refund of premiums paid |
| Cancelling later | No money back after the 30 days |
| Suicide exclusion | No life benefit if your death in the first year of the policy is caused by suicide |
| Terminal illness | Included, if your hospital consultant and the insurer’s Medical Officer expect the illness to lead to death within 12 months |
| Waiting periods | None on the life policy or for an initial critical illness claim; 90 days for a second or third critical illness claim |
| Premiums | Monthly by direct debit, guaranteed unless you change your cover |
| Missed payments | Cover ends if premiums aren’t paid within 60 days; the policy can be reinstated up to 180 days after the missed premium, with a health declaration after day 90 |
| Reducing cover | Allowed at any time, subject to policy minimums, but not after the first claim on critical illness policies |
| Medical information | The insurer may ask your doctor for information to support or check your application, up to 6 months after the policy is issued |
| Write in trust | Flexible Trust form available on Assura’s website or by calling 0330 010 0210 |
| Cash-in value | None, and nothing is paid if you outlive the term |
| FSCS protection | Covered; the FSCS will pay 100% of the value of a claim, with no upper limit |
| Complaints | Sales and administration complaints go to Assura, and product, pricing, underwriting and claims complaints to Family Assurance Friendly Society. You can go to the Financial Ombudsman Service if you’re unhappy with the final response or don’t get one within eight weeks |
Is Assura Protect life insurance good?
Assura Protect launched Dividend Life with two headline features: multi-claim critical illness cover at no extra premium, and Dual Life Cover that pays on both partners’ deaths. The critical illness cover can pay up to 200% of the initial sum assured across up to 3 major condition claims. Assura sells the policies online and through its own advisers and consultants, and arranges and administers them. Family Assurance Friendly Society, which trades as OneFamily, underwrites them.
The trade-offs: all four of Assura’s Defaqto ratings are 3 stars, and its documents disagree on details such as the longest term and the number of conditions covered. The Annabel membership benefits are managed by Assura Protect Services Ltd, may change at that company’s discretion and aren’t a policy obligation. Assura scores 4.9 out of 5 on Trustpilot, though Trustpilot notes it hasn’t invited customers to review recently. Family Assurance Friendly Society paid 99.5% of all its protection claims in 2025.
The right insurer for you depends on your needs and the price you’re offered, so it’s worth comparing Assura Protect with other insurers.
Pros
- Multi-claim critical illness cover: up to 3 major condition claims, up to 200% of the sum assured, at no extra premium
- Dual Life Cover pays on both partners’ deaths, not just the first
- Underwritten by Family Assurance Friendly Society, which paid 99.5% of all its protection claims in 2025
- Terminal illness cover and a Guaranteed Insurability Option included
- Guaranteed premiums and a 30-day cooling-off period
- Annabel app with rewards, an online GP service and policy management
- Trustpilot score of 4.9 out of 5 from 525 reviews
Cons
- All four of its Defaqto ratings are 3 out of 5 stars
- Assura’s documents disagree on some details, such as the longest term and the number of conditions covered
- Membership benefits can be changed or withdrawn and aren’t a policy obligation
- Critical illness cover has a maximum entry age of 64 and must end by age 70
- Dual Life and total permanent disability cover cost extra
- No cash-in value, and nothing is paid if you outlive the term
- Trustpilot says Assura hasn’t invited customers to review recently, so the reviews may not be representative
Assura Protect life insurance policy documents
Before you take out a policy, it’s worth reading the policy summary and terms and conditions for the exact product you’re offered. These official Assura documents are a good place to start:
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Dividend Term Life terms and conditions (opens in a new tab)
The full terms of the life-only policy (V.1.1, September 2025), including eligibility, cancelling and claims.
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Dividend Term Life with Multi-Claim Critical Illness Cover terms and conditions (opens in a new tab)
The full terms of the life and critical illness policy (V.1.1, September 2025), including how multiple claims are paid.
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Dividend Term Life with Multi-Claim Critical Illness Cover policy summary (opens in a new tab)
A summary of the life and critical illness policy, its built-in benefits and its main limits.
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Dividend Term Life policy summary (June 2023) (opens in a new tab)
A summary of the life-only policy. It dates from June 2023, and some limits differ from the 2025 terms and conditions.
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Dividend Life product guide (opens in a new tab)
Assura’s guide to the policy features, with benefit payment examples.
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Flexible Trust form (opens in a new tab)
Assura’s trust form, with important information about placing a policy in trust.
Documents are published by Assura Protect and open on its website. Assura may update them — the version you receive with your policy is the one that applies.
Assura Protect life insurance FAQs
You can take out life-only Dividend Term Life from age 18 up to the day before your 70th birthday, and the policy must end by the day before your 90th birthday. With critical illness cover, you can apply from age 18 to 64 and the policy must end by age 70.
Assura’s Dividend Life policies are underwritten and issued by Family Assurance Friendly Society Limited, which also trades as OneFamily and Beagle Street. Assura Financial Limited, trading as Assura Protect, arranges and administers the policies.
Claims are handled by Family Assurance Friendly Society’s claims team. The society paid 99.5% of all its protection claims in 2025, and 99.8% in both 2024 and 2023. These figures cover all its protection claims, not only Assura policies.
When you apply for cover you will be asked questions about your health and lifestyle, and based on this and the amount of cover requested, the insurer will decide if a medical is required or not.
If you buy online, Assura’s questionnaire asks about your lifestyle, work, travel and sports, your health over your lifetime and more recently, and your family history. The insurer may also ask your doctor for information up to 6 months after the policy is issued.
Assura offers Dual Life Cover instead of joint life cover. It insures each partner separately and pays a benefit on both deaths, not just the first. Assura says its monthly premiums are similar to those for joint policies.
You can make up to 3 claims for major conditions, with a maximum of one claim in each of the five categories. The first two successful claims each pay 75% of the sum assured and a third pays up to 50%, up to 200% of the initial sum assured in total. Multi-claim cover is included on all of Assura’s critical illness policies without extra premium.
You can place an Assura policy in trust using its Flexible Trust form, which is on Assura’s website or available by calling 0330 010 0210. Assura says a trust can help your loved ones avoid probate to access the payout, and that the payout may not be subject to inheritance tax.
Assura says its Guaranteed Insurability Option lets you increase your cover without further medical checks after events such as marriage or civil partnership, a child’s birth or adoption, a pay rise from a new job or promotion, or a bigger mortgage. Increases are limited to 50% of the original sum assured (up to £150,000), up to three times over the term and within six months of the event. The option isn’t available once you (or your partner on a dual plan) are 55 or older, or in the last five years of the policy.
You have 30 days from receiving your policy, or from the start date if that’s later, to cancel and get a refund of the premiums you’ve paid. If you cancel after 30 days, you won’t get any money back.
Assura’s voucher terms cover Amazon voucher offers linked to buying Dividend Life, issued after six consecutive monthly premiums, but it doesn’t publish a fixed value. Its refer-a-friend scheme also gives a £50 Amazon voucher for each person you refer who becomes a customer, up to £500 of rewards within 12 months.
Sources
The facts on this page come from these sources.
- Assura Protect (Assura Financial Limited) — About Us — Assura Protect (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — FAQ – Assura+Protect (who Assura Protect is, regulation, underwriter) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Press release — Assura Protect launches Dividend Life (dated Aug 13, 2023; release dated 31 July 2023) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — News — Assura Protect Unveils Revolutionary Digital Quote & Buy Platform (Mar 13, 2024; lists a '5–Star Defaqto Rating') (opens in a new tab), assuraprotect.com, accessed 25 September 2026.
- Assura Protect (Assura Financial Limited) — Terms & Conditions – Dividend Term Life Cover (life only, V.1.1 Sept 2025) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- OneFamily (Family Assurance Friendly Society Limited) — OneFamily Regulatory Information — Family Assurance Friendly Society Limited (underwriter of Assura Dividend Term Life) (opens in a new tab), onefamily.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — How to get a Quick Quote for Dividend Life (online application steps) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Term Life Insurance page (Dividend Term Life: level and decreasing term, cover and eligibility) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Policy Summary – Dividend Term Life with Multi-Claim Critical Illness Cover (V.1.1 Sept 2025) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Multi-Claim Critical Illness Cover page (Dividend Life with critical illness: cover, eligibility, included benefits) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Dual Life Cover page (cover for couples instead of joint life) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Terms & Conditions – Dividend Term Life with Multi-Claim Critical Illness Cover (V.1.1 Sept 2025) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — FAQ – Dividend Life (incl. how to make a claim with Family Assurance Friendly Society’s claims team) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Doctor-on-Demand User Guide (online GP service for Dividend Life policyholders) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Trustpilot — Trustpilot — Assura Financial Limited (assuraprotect.com) TrustScore and review count (opens in a new tab), uk.trustpilot.com, accessed 24 September 2026.
- Defaqto — Defaqto Star Ratings (Life & Protection) for Assura Protect (opens in a new tab), defaqto.com, accessed 24 September 2026.
- Beagle Street (Family Assurance Friendly Society Limited, OneFamily group) — Underwriter claims statistic 2025 — Family Assurance Friendly Society Limited (underwriter of Assura Dividend Term Life) paid 99.5% of all protection claims (Beagle Street claims page) (opens in a new tab), beaglestreet.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Regulatory Information (Assura Financial Limited, trading names, APG Digital Limited) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Dividend Life Product Guide (term life, multi-claim critical illness, dual life, guaranteed insurability, Annabel benefits) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Companies House — Companies House — ASSURA PROTECT LIMITED (08403633) company overview (opens in a new tab), find-and-update.company-information.service.gov.uk, accessed 24 September 2026.
- Companies House — Companies House — ASSURA FINANCIAL LTD (10781585) company overview (opens in a new tab), find-and-update.company-information.service.gov.uk, accessed 24 September 2026.
- Financial Conduct Authority — FCA Financial Services Register — ASSURA FINANCIAL LTD (FRN 795982) (opens in a new tab), register.fca.org.uk, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — News — Assura + Protect New Address (Jan 9, 2025) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- OneFamily (Family Assurance Friendly Society Limited) — OneFamily Annual Report and Consolidated Financial Statements 31 December 2023 (mentions partnership with Assura Protect) (opens in a new tab), onefamily.com, accessed 24 September 2026.
- OneFamily (Family Assurance Friendly Society Limited) — OneFamily About us and history — Family Assurance Friendly Society (underwriter of Assura Dividend Term Life) (opens in a new tab), onefamily.com, accessed 24 September 2026.
- OneFamily (Family Assurance Friendly Society Limited) — OneFamily press release (4 February 2026) — OneFamily and Scottish Friendly announce proposal to merge (opens in a new tab), onefamily.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Policy Summary – Dividend Term Life Cover (life only, June 2023 version) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Companies House — Companies House — ASSURA FINANCIAL LTD (10781585) persons with significant control (opens in a new tab), find-and-update.company-information.service.gov.uk, accessed 24 September 2026.
- Companies House — Companies House — ASSURA PROTECT LIMITED (08403633) persons with significant control (opens in a new tab), find-and-update.company-information.service.gov.uk, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Homepage – Dividend Life overview and 'Dividend Life Compared' premium table (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — What is Decreasing Term Life Insurance (Assura's Decreasing Term Assurance / mortgage cover) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — FAQ – Life Insurance (incl. placing a policy in trust and trust forms) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Membership Rewards page (Annabel Rewards and Doctor-on-Demand) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Annabel App User Guide (rewards, Doctor-on-Demand, policy wallet, concierge, news stand) (opens in a new tab), cdn.assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Flexible Trust form and important information (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Life Insurance in Trust guide – section 'Putting an Assura Protect life insurance policy in trust' (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Refer A Friend page (£50 Amazon voucher per successful referral) (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Referral Scheme Terms & Conditions (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Beagle Street (Family Assurance Friendly Society Limited, OneFamily group) — Underwriter claims statistic 2024 — Family Assurance Friendly Society Limited paid 99.8% of all protection claims (Beagle Street claims page, Wayback Machine capture 21 Jan 2026) (opens in a new tab), web.archive.org, accessed 24 September 2026.
- Beagle Street (Family Assurance Friendly Society Limited, OneFamily group) — Underwriter claims statistic 2023 — Family Assurance Friendly Society Limited paid 99.8% of all protection claims (Beagle Street claims page, Wayback Machine capture 15 Jul 2025) (opens in a new tab), web.archive.org, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Contact Us — Assura Protect (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
- Assura Protect (Assura Financial Limited) — Complaints — Assura Protect (opens in a new tab), assuraprotect.com, accessed 24 September 2026.
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Mortgage life insurance
Match your cover to your mortgage and protect your home.
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Critical illness cover
A lump sum on diagnosis of a serious illness your policy covers.
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Life insurance in trust
How a trust works and how it can affect the payout.
