Certua

Embedded insurance technology platform for digital distribution of life protection products

Distribution & Sales Established VC-Backed

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