Who We Are
A UK protection insurance advice service
GoInsureMe is a trading style of Pure Protection Ltd, based in Taunton, Somerset. We help people across the UK find protection insurance such as life insurance, critical illness cover, income protection, and mortgage cover.
We offer whole-of-market advice. That means we compare protection policies from a wide range of leading UK insurers, including Aviva, Legal & General, LV=, Royal London, Zurich and others, rather than being tied to a single provider.
Our advice is free to you. We're paid by commission from the insurer when a policy goes ahead, so there is no fee for our advice or for arranging your cover.
Insurers we compare
- Aviva
- Legal & General
- LV=
- Royal London
- Zurich
- and other leading UK insurers
Regulated & Accountable
Authorised and regulated by the FCA
GoInsureMe is a trading style of Pure Protection Ltd, which is authorised and regulated by the Financial Conduct Authority. You can verify our authorisation and registration details using the public records below.
ICO registration
Registered with the Information Commissioner's Office under reference ZB832450.
Company registration
Pure Protection Ltd is registered in England and Wales, company number 07544206.
Registered address
Ash Lodge, Cook Way, Taunton Somerset, TA2 6BJ
Our Advice Process
How our advice process works
Four simple steps from your first callback to having cover in place, with no pressure and no fee.
Request a callback
Tell us a few details using our online form and choose a time that suits you. There's no cost and no obligation.
Talk to an adviser
An FCA-regulated adviser calls you back to understand your circumstances, budget, and what you want the cover to do.
Whole-of-market comparison
We compare protection policies from leading UK insurers to find cover suited to your needs and budget.
Application support
We help you complete your application. Medical questions can often be completed online rather than over the phone.
Wondering what to expect from the health questions? Read our guide on completing medical questions online vs over the phone.
Our Editorial Policy
How we create our guides
Our guides are written to help UK readers understand protection insurance in plain English before they speak to an adviser. We take accuracy seriously and aim to make our reasoning easy to check.
Evidence-led
We base claims on primary sources such as GOV.UK, HMRC, the FCA, the NHS, the ABI, and MoneyHelper.
Sources cited
Every guide lists the sources it relies on, with access dates so you can check the information yourself.
Review dates shown
Each guide shows when it was last reviewed so you know how current the information is.
Plain English
We avoid unnecessary jargon so the important details are easy to understand before you decide.
What to expect from us
The advice we provide covers protection insurance products, such as life insurance, critical illness cover, income protection, and mortgage cover. It does not cover wider financial planning or investment advice.
The guides on this website are intended as general information to help you understand your options. They are not personal advice and do not take account of your individual circumstances. For a recommendation suited to you, please request a callback and speak to one of our advisers.
Ready When You Are
Speak to an FCA-regulated adviser for free
Request a free, no-obligation callback. We'll compare protection cover from leading UK insurers and help you find a policy suited to your circumstances and budget.