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Which? Insurance Advisers

Get the right life insurance, income protection or critical illness policy from Which? Financial Services. Smart protection, tailored to you.

In this article
The right protection for you How our service works
Our service is free to you Get life insurance and protection advice

The right protection for you


Whether you need income protection, life insurance or critical illness cover, we get to know you before we search the market for the right policies. Our service is smart and tailored to you.

Our ethos

We won’t try to sell you insurance cover that you don’t need or want. We’ll guide you to the right protection for you, your life and the lives of your loved ones, so that you can enjoy peace of mind.

Find the right life insurance

Call Which? Insurance Advisers for policy recommendations expertly shaped to you and your life.

We’re closed. Open Thursday from 9am

How our service works

It’s all done by phone and online – and it’s free.

1. We get to know you

We set up a phone consultation with you to get a good idea of who you are, your lifestyle, your dependents and your plans.

2. We do a ‘fair analysis’

We analyse the information from our phone consultation to determine the kind of protection we should be searching the market for.

3. We search the market

Smart with technology, we search all the available protection policies from the UK's top insurers.

4. We present our recommendations

We shortlist the policies that provide the right protection for your particular needs, then support you in making the right choice for you.

5. We can help arrange your cover

If you wish to proceed, we deal with the insurers on your behalf to get your protection in place.

Our service is free to you

You pay nothing for our service, whether we arrange cover for you or not.

How we’re paid

Like most insurance brokers, Which? Insurance Advisers earns commission from providers on the products we help arrange. Part of this commission helps the Which? group's campaign work as a champion for the UK consumers.

More about us

Which? Insurance Advisers is part of Which? Financial Services, regulated by the Financial Conduct Authority and part of the Which? Group. Our insurance advisers are RO5 qualified to Level 4 – not all brokers insist on these qualifications, but we do.

Get life insurance and protection advice

Call Which? Insurance Advisers on 0808 2912 648, Mon-Wed 9am to 7pm, Thurs-Fri 9am to 6pm.

Insurance Advisers

Request a FREE callback from our experts

Which? Insurance Advisers searches the marketplace and provides free expert advice on your protection needs.

Talk to an expert adviser about your insurance options, and understand how Which? Insurance Advisers can help you

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We won’t send your details to any third parties for their own marketing purposes. Your details will be securely submitted to us.

About Which? Insurance Advisers

This page and content are the sole responsibility of Which? Financial Services Limited. Which? Limited is registered in England and Wales to 2 Marylebone Road, London NW1 4DF, company number 00677665, and is an Introducer Appointed Representative of Which? Financial Services Limited.