by Carl Pearce
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12 December 2025
When arranging insurance — whether it’s life insurance, critical illness cover, income protection, or mortgage protection — many people start with comparison websites. They’re quick, convenient, and provide instant quotes. But while comparison sites can help you get a rough idea of price, they often leave out the most important factor: whether the cover is actually right for you. In many cases, relying solely on comparison sites can leave you underinsured, paying more than necessary, or struggling during a claim. Here’s why it’s almost always better to use a qualified protection adviser/broker instead. 1. Comparison Websites Focus on Price, Not Protection Comparison sites rank policies by the cheapest premium, not by quality or suitability. But the cheapest life cover, mortgage protection or income protection policy isn’t always the one that supports your family when it matters most. A broker takes the time to understand your needs, your family situation, your financial commitments, and your long-term protection requirements. This ensures the policy is built around you, not just a price. 2. Each Insurer Assesses Risk Differently — Brokers Know the Differences Insurers all treat medical conditions, high-risk occupations, family history, lifestyle choices and hobbies differently. Comparison websites won’t tell you that one insurer might be far more flexible with your health condition or offer better terms for people in certain jobs. A broker knows which insurers: Offer the most competitive premiums Are more understanding of medical issues Provide specialist life insurance for complex situations Give fewer exclusions This can make the difference between an affordable policy and a declined application. 3. Brokers Provide Personalised Advice — Comparison Sites Can’t Insurance is personal. You’re protecting your family, home, and long-term financial security. A broker gives tailored advice based on your situation, explains the differences between policies, and ensures you’re not over- or under-insured. Comparison websites legally cannot offer personalised recommendations. If you choose the wrong policy, the responsibility falls entirely on you — which can lead to major gaps in protection. 4. Claims Support When You Need It Most Buying insurance is easy. Claiming on it is often the hard part. If illness, injury or tragedy occurs, a broker provides ongoing support by: Guiding you through the claims process Helping complete paperwork Speaking to the insurer on your behalf Ensuring your family receives the full amount they’re entitled to Comparison sites don’t offer any claims assistance. You’re completely on your own at the most stressful time. 5. Brokers Have Access to Better Policies and Rates Many reputable UK insurers don’t list their products on comparison sites. They work exclusively with brokers and often offer: Enhanced cover Better definitions Fewer exclusions Additional benefits, like virtual GP services or wellbeing support This means the “best deal” doesn’t always show up online — but your broker can find it. 6. No Jargon, No Guesswork Insurance wording can be filled with jargon, technical definitions, and legal detail. A broker breaks everything down clearly so you understand: What’s included What isn’t What’s worth paying extra for What you don’t actually need This gives you confidence and clarity while avoiding expensive misunderstandings. 7. It’s Usually Free to Use a Broker Most brokers don’t charge a fee. They’re paid by the insurer, like us and not by you. So you receive expert advice, tailored research, and long-term support at no additional cost. Final Thoughts Insurance should be about peace of mind — not guesswork. Comparison websites might show you prices, but a broker shows you the right protection for you, your family and your future. Protect what matters most with expert advice you can trust. If you want help choosing the right life insurance, critical illness cover, income protection, or mortgage protection — get in touch today.