The Life Dept. features an online quote comparison tool that allows consumers to test different combinations of products and levels of cover to see how their quotes alter.
It features life assurance, critical illness and income protection from three providers – Ageas, Legal & General and PruProtect.
The website is also attempting to differentiate itself and engage consumers by offering online content including a ‘Live Longer’ section and ‘mortality predictor’.
Louise Cuming and Stuart Glendinning are the founders behind the broker who were also involved with moneysupermarket.com.
Cuming, managing director of The Life Dept., said: “It struck us that no-one has ever managed to produce a tool which allows people to quote for a bundle of products so we decided to build it ourselves.
“We are offering consumers the fastest quote and the biggest cashback for life insurance, critical illness and income protection in the UK. We see The Life Dept as more than just selling insurance though – it’s about helping people live longer too.”
She added: “We want to build ongoing relationships with consumers, not just when they need to buy insurance.
“The mortality predictor is exclusive to us and gets people thinking about their mortality, which is vital to get people interested in buying protection.”
At present the website is active but the comparison slider will become live from next week.
