Why your review matters to us

By choosing Smart Insurance, you’re placing your trust in us to help you to protect your family and the life you’ve built for them. It’s understandable that you want to make sure you’re getting the best for them, because they are at the heart of everything you do. You want to make sure that if the time comes, they’ll have the support they need. When you choose us, you’re choosing a trusted provider with plenty of experience helping families across the UK. Our customer reviews speak for themselves. 

We guarantee high quality products and award-winning service that you can trust. You don’t just have to take our word for it though. Smart Family Life Insurance has earned a 5-star rating on Defaqto, and our service is rated ‘Excellent’ on Trustpilot. We have also received the Platinum Trusted Service award from Feefo as well as receiving their 10 Years of Excellence Trusted Service Award 2024. We’re also ranked No.1 in the life insurance market for customer experience by Fairer Finance. What’s more, The Times Money Mentor named us Best Life Insurer in their 2023 awards. We're delighted to have won this title for our affordable, accessible products.

Why choose Smart Family Life Insurance?

The Smart Family Guarantee – Smart Family Life Insurance is designed for family life which is why we’re proud to guarantee every customer a simple application process, award-winning service you can trust and cover from day one1.

99% of all claims having been paid² – Rest easy knowing you’ve chosen protection with a great track record.

We know you want the best for your family, and that’s why we guarantee award winning service you can trust. On Trustpilot our service has been rated ‘Excellent’ after thousands of independent reviews.

Smart Insurance has also earned the Feefo Platinum Trusted Service Award as well as their coveted 10 Years of Excellence Trusted Service Award 2024. Given to companies that deliver the highest standard of service to their customers again and again.

We’re also delighted to be recognised as No.1 in the life insurance market for customer experience by Fairer Finance having been rated gold for eight years in a row.

As your family grows so can your protection. That’s why we offer a one-stop-shop for your life insurance policy – if you ever have a question, or want to make a change, you will always know who to call, and will always speak to us. And you can also apply to make changes to your policy at any time with no fees.

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For new Family Life Insurance policy holders only, once a minimum of 6 successful monthly premiums have been paid and the total premiums paid exceed the face value of the gift card. View full terms and conditions. Restrictions apply, see www.amazon.co.uk/gc-legal.  


You will have full cover from day one except if death is the result of self-inflicted injury in the first 12 months.


Smart Insurance products are provided by Scottish Friendly. Scottish Friendly approved and paid 99.38% of all their life insurance claims they received in 2022.