Why Comparison Sites Don't Work for Life Insurance, Critical Illness & Income Protection
Protection is not about price. It is about claims paying out when your family needs it.
Comparison sites focus on premiums, not outcomes. They cannot assess medical disclosures accurately, cannot predict underwriting decisions, and cannot advise on policy structure. The cheapest policy means nothing if it doesn't pay out. A protection adviser pre-underwrites your case and focuses on claim certainty, not just price.
When it comes to life insurance, critical illness cover, and income protection, the stakes couldn't be higher. These policies exist for one reason: to pay out when your family needs money most.
Comparison sites treat protection like car insurance - find the cheapest and click buy. But protection underwriting is complex, claims depend on policy wording, and the cheapest premium often comes with the weakest cover.
They show prices, not suitability. This is where claims problems begin.
The 7 Problems with Comparison Sites for Protection
1. They Do Not Underwrite Properly
Protection underwriting is complex. Every insurer assesses medical history, lifestyle, and occupation differently.
Comparison sites cannot:
- Assess medical disclosures accurately
- Predict underwriting decisions
- Negotiate exclusions or loadings
- Advise on policy structure
An adviser can:
- Pre-underwrite before submission
- Match you to insurer tolerance
- Negotiate better terms
- Structure cover properly
You only find out the real terms after applying. An adviser knows before.
2. Cheapest Does Not Mean Best
The lowest premium often comes with:
- Exclusions that limit when you can claim
- Reduced definitions of critical illness
- Weaker claim success rates
- Restrictive policy wording
Price without suitability is meaningless.
3. No Claim-Focused Advice
Comparison sites do not assess which insurers have the best claims record, which definitions are strongest, or how policies perform in real claims.
We focus on:
4. Poor Medical Disclosure Handling
Incorrect disclosures can lead to:
- Declined claims when you need them most
- Cancelled policies
- Non-payment at claim time
Comparison sites rely on tick boxes. Advisers interpret medical history properly and present it safely to insurers.
5. No Policy Structuring
Protection should be designed around your mortgage, your family, your income, and your lifestyle.
Comparison sites cannot:
- Blend policies from multiple insurers
- Stagger cover to match needs
- Balance budgets effectively
- Tailor to your circumstances
An adviser can:
- Design cover around your mortgage term
- Layer policies for comprehensive protection
- Maximise cover within budget
- Adjust as circumstances change
6. No Claims Support
When you need to make a claim - often during the most difficult time of your life - comparison sites offer no support.
With an adviser, you have someone who knows your policy, understands your situation, and can help navigate the claims process.
7. No Ongoing Relationship
Your protection needs change over time - new mortgage, new baby, promotion, health changes. Comparison sites sell and forget.
A good adviser reviews your cover regularly and adjusts as your life changes.
Comparison Site vs Protection Adviser
| Feature | Comparison Site | Protection Adviser |
|---|---|---|
| Medical Assessment | Tick-box questionnaires | Proper interpretation of medical history |
| Pre-Underwriting | None - you find out after applying | Full pre-underwriting before submission |
| Claims Focus | Shows premiums only | Assesses claims records and definitions |
| Policy Structure | One-size-fits-all | Tailored around mortgage, family, income |
| Disclosure Support | None - you're on your own | Guided disclosure to maximise acceptance |
| Claim Support | No ongoing relationship | Adviser support at claim time |
Consumer Duty: Why Comparison Sites Cannot Provide Regulated Advice
FCA Consumer Duty requires financial advice designed around your individual needs, risks and objectives - not just price alone. Advisers must deliver good outcomes including products that meet your specific needs and clear, fair recommendations.
Comparison sites cannot:
- Assess your financial situation, family needs, or risk exposures
- Determine how much cover you truly need
- Advise which policy structure is appropriate
- Provide support through the policy lifecycle
A regulated adviser must:
- Understand your complete financial picture
- Calculate appropriate cover levels
- Recommend suitable policy structures
- Provide ongoing support and claims assistance
They show prices - not whether the policy meets your needs or will perform when you need it most.
Many Protection Brokers Have Limited Panels
Not all protection brokers offer truly independent advice. Many use a single sourcing platform, which limits your options.
| Comparison Sites | Restricted Brokers | Independent Adviser | |
|---|---|---|---|
| Insurer Access | Platform partners only | Single sourcing system | Multiple platforms + direct |
| Pricing | May include platform fees | Loaded premiums possible | Best available rates compared |
| Claims History Focus | Not assessed | Limited knowledge | Key selection criteria |
| Policy Wording | Not compared | May not analyse | Definitions compared |
| Underwriting Negotiation | None | Limited | Active presentation to insurers |
Why This Matters for Claims
Restricted panels can mean policies with weaker wording, narrower definitions, and missing specialist insurers with stronger claims histories.
The cheapest quote is rarely the best protection if it doesn't pay out when needed most. Independent advisers focus on claim certainty, not just premiums.
Who Needs Adviser Help Most?
Pre-Existing Conditions
Mental health, diabetes, heart conditions - specialist matching matters
High-Risk Occupations
Some insurers specialise in manual or hazardous work
Family Medical History
Cancer, heart disease in family requires careful placement
Complex Circumstances
Multiple policies, trusts, business protection needs
The Bottom Line
They show
Prices
We assess
Suitability
They sell
Products
We secure
Outcomes
They assume
Claims Work
We ensure
They Do
Frequently Asked Questions
Why is the cheapest life insurance not always the best?
The lowest premium often comes with exclusions, reduced definitions, weaker claim success rates, and restrictive policy wording. Price without suitability is meaningless - a policy that doesn't pay out when needed costs more than a slightly higher premium that does.
Can comparison sites assess my medical history properly?
No. Comparison sites use tick-box questionnaires that cannot interpret complex medical history. Incorrect disclosures can lead to declined claims or cancelled policies. A protection adviser interprets medical history properly and presents it safely to insurers.
What is pre-underwriting and why does it matter?
Pre-underwriting means assessing your health, lifestyle, and circumstances before submitting an application. This identifies the best insurer for your situation, avoids unnecessary declines, and ensures you know the real terms before committing.
How do comparison sites affect claim success?
Comparison sites focus on premiums, not policy strength. They cannot assess claims records, definition quality, or how policies perform in real claims. Many claims problems start with policies bought purely on price without understanding the small print.
Do comparison sites provide Consumer Duty-compliant advice?
No. They cannot assess your needs, risks, or objectives, so they cannot make regulated recommendations that meet FCA Consumer Duty standards. They show prices, not whether a policy meets your needs or will perform when you need it most.
Are all protection brokers independent?
No. Many use restricted sourcing platforms, limiting insurer access and pricing options. Independent advisers search a broader market and focus on suitability and claims reliability, not just the cheapest headline premium.
Does price alone determine good protection?
No. Premiums are only one part of the equation - cover definitions, exclusions, underwriting outcomes, and claim performance matter far more when protection is needed most. The cheapest quote is rarely the best protection if it doesn't pay out.
Why does independent adviser access matter for protection?
Truly independent advisers search a wider range of insurers including direct and niche capacity, understand which policies perform best on claims, and can negotiate underwriting presentations - securing better value than restricted panels can offer.
Content reviewed: January 2026
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