For the skimmers
- We believe insurance should work for every kind of brain — not just neurotypical ones.
- We do one thing: life insurance, critical illness cover, and income protection. Nothing else.
- Regulated, plain-English, and built to be finished — not abandoned halfway through.
Why this exists
Most insurance applications assume you can read thirty questions in one go, hold them all in mind, and finish in one sitting.
That’s not how a lot of brains work. ADHD, autism, dyslexia, executive dysfunction — these aren’t rare exceptions, and standard insurance journeys routinely lose these customers halfway through. Not because they’re not insurable. Because the process itself is the barrier.
We believe there should be a place built the other way round — chunked, explained plainly, and saved for later without penalty.
How we’re different
- Plain English. Jargon gets explained the moment it appears.
- No urgency tactics. No countdown timers, no “quote expires in 24 hours.”
- Save and return, freely. Coming back to an unfinished application is normal here, not a failure.
- Short first, detail if you want it. Every page leads with the simple answer.
We’re a trading style of a UK firm authorised and regulated by the Financial Conduct Authority. Full regulatory detail is on our Terms page.