Certua
Embedded insurance technology platform for digital distribution of life protection products
Overview
Certua is an embedded insurance technology platform for fintechs, banks, employee benefits providers, and wealth management firms seeking to distribute life protection products. Founded in 2016 by Tom Williams, John Levin, and Peter Hayes, the company operates as both a technology platform provider and an authorised insurer through its regulated subsidiary, Certua Life.
The company offers an enterprise insurance platform that enables partners to embed life insurance products directly into their digital applications via API or referral link integration. Through Certua Life -- launched in March 2026 as the first new UK protection insurer to enter the market in nearly two decades -- the company offers annually renewable life and terminal illness coverage sold within partners' existing customer platforms. The platform handles rates, underwriting rule-sets, compliant documentation, and digital payment processing.
Certua has received backing from Plug and Play Fintech Accelerator and Wiserfunding (April 2024). Its 2019 acquisition of Surely Group, a cloud-based SaaS insurance platform, strengthened its multi-lingual, multi-currency enterprise distribution capabilities. The company is authorized and regulated by the FCA and PRA (Firm Reference Number: 1043718).
Products & Services
Certua Enterprise Insurance Platform
A B2B technology platform that enables companies to distribute insurance products quickly through data-driven underwriting, rates, recommendations, and compliant documentation. Partners can go live within weeks using either a referral link or full API integration.
Key Features
- REST API for full embedded integration into digital platforms
- Referral link distribution option for rapid partner onboarding
- Automated underwriting rule-sets and rating
- Compliant documentation generation and digital payments
- Multi-lingual, multi-currency capabilities (via Surely Group)
Target Users: Fintechs, banks, employee benefits platforms, wealth management firms
Certua Life
A fully regulated UK life insurance product launched March 2026, embedded directly into partner digital platforms. Partners offer life and terminal illness coverage to their customers without redirecting them to external insurance sites.
Key Features
- Annually renewable life and terminal illness coverage
- Embedded directly within banking apps, savings accounts, and employee benefits schemes
- Flexible distribution via referral link or full API integration
- Regulated by FCA and PRA (FRN: 1043718)
Target Users: Fintech, employee benefits, and wealth management platform partners seeking to offer protection products
Surely Group (Acquired 2019)
A cloud-based SaaS insurance platform providing multi-lingual, multi-currency quote, purchase, and policy management capabilities. Integrated into Certua's enterprise distribution proposition.
Key Features
- Multi-lingual and multi-currency insurance operations
- Online quote, purchase, and policy management
- SaaS architecture
Target Users: Enterprise insurance distributors and carriers
At a Glance
- Founded
- 2016
- Headquarters
- Harrow, United Kingdom
- Employees
- 51-200
- Funding
- VC-Backed
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Embedded Insurance API Distribution Platform Insurance-as-a-Service
- Insurance Verticals
- Life & Annuity Group Benefits
- Target Customers
- Carriers, Employers, Agents/Agencies
Customers
- Covea Insurance (partnership announced February 2021)
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Last updated: 2026-06-16