Meet Sumit Kapoor, Founder of Assured Life UK

In today’s world, where virtually everything under the sun—whether a product or a service—is replaceable and we have plenty of options to choose from, having so many choices can often do more harm than good because:

• Choosing the right option becomes a challenge.
• It can be a time-consuming process, as there’s so much information and confusion.
• You don’t always know whom to trust.
• Many of the options may not be the right fit for you.
• You could end up with a poor-quality or unsuitable product or service.
• You could end up paying more than you need to for the same product or service.

These are the problems we’ve all been facing for years now and still continue to deal with every day in today’s world. So, with this in mind, I decided to come up with a solution to at least one of these problems: helping people choose the right adviser for their insurance needs.

Hi, My Name is Sumit Kapoor, and I am very passionate about everything I do, and I always strive to conduct myself with the highest level of integrity and ethics.

I started my career back in 2005, after graduating with a degree in English Literature. I worked for a couple of years at Norwich Union, now known as Aviva, in motor insurance. After that, I joined a small mortgage brokerage, helping people secure loans and remortgage at better rates.

A year later, I realised there were so many gaps in the industry that needed filling, and that many brokers, as well as some unscrupulous individuals within banks and lending institutions, were often more focused on their own commercial interests than on doing what was right for the banks and lenders they represented. As a result of which, we witnessed one of the biggest economic crises in modern history, popularly known as the sub-prime mortgage crisis. A significant number of mortgages and loans had been granted to borrowers at extortionate rates. These people had insufficient income and were at a higher risk of defaulting. The company I was working with also went under. That was when I realised the importance of working with and building relationships with people and businesses that value ethics and integrity above everything else.

A couple of years later, I entered the life insurance industry, with just one aim in mind, which was to help people find honest advisers who’re good at what they do. So, I’ve been in the life insurance industry for around 16 years, and I’ve seen the industry change quite significantly over that time. We’ve seen the introduction of the Gender Directive back in December 2012, which resulted in increased insurance premiums for women; the introduction of GDPR, which brought greater emphasis on data protection and compliance; changes to critical illness definitions; and, overall, policies becoming more comprehensive and offering better benefits.

We now are a team of 15 individuals, who’re just as passionate as I am, in connecting people with the right advisers, based on their personal circumstances.

We have a panel of FCA-authorised advisers who specialise in life insurance, critical illness cover, income protection, family income benefit, whole-of-life cover, key person insurance, relevant life insurance, etc. I can assure you, it’s not as easy as it may seem when it comes to choosing the most suitable product for your needs. Believe it or not, the fact is that you need the right advice when it comes to your insurance, and that’s something only a qualified adviser can provide.

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