About
How Cover Your Family works
Cover Your Family is a free service that matches you with a qualified, FCA-regulated protection adviser. We're not an insurer and we're not an adviser — we're the simple, no-cost connection between you and someone who can give you proper, regulated advice on protecting your family or business.
Finding the right life insurance or income protection shouldn't mean wading through comparison sites or cold calls. Our job is to understand what you're looking for and put you in touch with the right expert — quickly, transparently and for free.
How it works
Three simple steps to free advice
- 1
Tell us what you're looking for
Answer a few quick questions about the cover you're interested in — life insurance, income protection, critical illness or business protection. It takes a couple of minutes.
- 2
We match you with an adviser
We pass your enquiry to a separate, FCA-regulated protection adviser who specialises in the cover you need. We don't give advice ourselves — the adviser does.
- 3
You get free, no-obligation advice
The adviser searches the market, explains your options in plain English and recommends suitable cover. The advice is completely free, and you're under no obligation to proceed.
Transparency
What we are — and what we're not
Cover Your Family is a trading name of Adviser IQ Ltd, a company registered in England and Wales (company number 17092271). We are an introducer: our role is to connect you with a protection adviser.
Cover Your Family and Adviser IQ Ltd are not authorised or regulated by the Financial Conduct Authority, and we do not provide financial advice. We don't recommend policies, we don't arrange cover, and we don't assess your needs ourselves.
All advice is provided by a separate, FCA-regulated protection adviser. They are the regulated party — they assess your circumstances, recommend suitable cover and arrange your policy. We simply make the introduction. We believe being clear about this is the foundation of earning your trust.
The cost
Is it really free?
Yes — it's completely free to you. You never pay Cover Your Family, and you never pay for the advice you receive from the adviser we connect you with.
We're funded by the adviser or their network, who pay us for the introduction. That means there are no fees to you, ever — not for using our service, not for speaking to an adviser, and not for getting a recommendation. If you choose to take out a policy, you pay only your normal premiums, exactly as you would going direct.
Adviser IQ Ltd may receive a fee or a share of commission from the adviser or their network for a successful introduction. This is never charged to you and does not affect the advice you receive or the premium you pay.
What to expect
What happens after you enquire
- Who will contact you
- After you submit the short form, your enquiry is passed to a separate, FCA-regulated protection adviser. That adviser — not Cover Your Family — will call you at a time that suits you to discuss your circumstances.
- The advisers we work with
- We work with a small number of established, FCA-regulated advisers and networks who between them can compare a broad range of protection providers. We match your enquiry to an adviser suited to the cover you asked about.
- How the adviser is paid
- The advice is free to you. Advisers are usually paid by the insurer once a policy starts, and Adviser IQ Ltd may receive a fee or share of commission for the introduction. None of this is charged to you or added to your premium.
- Whether you have to proceed
- You are under no obligation at any stage. You can end the conversation, take time to think, or decide the cover isn't right for you — there is nothing to pay and no commitment to take out a policy.
- Extra support if you need it
- We are committed to supporting customers in vulnerable circumstances. If you would like us to make a reasonable adjustment during the enquiry process, please let us know and we will do our best to help.
Why us
Why use Cover Your Family
A broad range of providers
The advisers we connect you with compare a broad, comprehensive range of protection providers rather than a single insurer, so any recommendation fits your circumstances — not a sales target.
No fees, ever
You never pay us, and you never pay for the advice. The introduction is free to you from start to finish.
No obligation
Speaking to an adviser doesn't commit you to anything. If the cover isn't right for you, you simply walk away.
Plain English
Protection can be full of jargon. The advisers we work with explain everything clearly so you can make a confident, informed decision.
Ready to explore your cover options?
Free advice from a separate, qualified adviser. No fees, ever.
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