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Tom Life Insurance Review 2024 claims to be a simple life insurance solution for busy dads, with Tom’s main slogan being ‘Life Insurance. For Dads. Sorted’. In this guide, our MPO financial experts look in depth at how Tom life insurance works and what to do if you experience problems with

A photo of Daniel Sharpe-Szunko, the author

By Daniel Sharpe-Szunko

Published on: 17 June 2024

9 min read

Tom Life Insurance Review 2024

Dads life insurance is a common theme for parents looking at financial protection for their families. You might have seen some of the clever ads on Facebook or Instagram by with celebrities including Tyson Fury or Vinnie Jones, to help promote the importance of life insurance for Dads.

This is a great move by and an important message to spread, as many dads don’t realise how much cheaper it can be to buy life insurance earlier in life. You could save £1000’s by buying life insurance in your 20s or 30s, and this fact is something that our own Money Mum and Dad try to highlight as well. claims to be a simple life insurance solution for busy dads, with Tom’s main slogan being ‘Life Insurance. For Dads. Sorted’. The question is are they really going to be the best choice for every dad who is looking for life insurance?

In this guide, our team of insurance experts look in depth at how Tom life insurance works, which policies are available, and what to do if you have problems with We’ll also look at what the best alternatives are to and what you should think about before you apply for life insurance.

A picture of a stopwatch

60-Second Summary – Tom Life Insurance Review 2024

This is our independent guide to Tom life insurance, based on all the information we have gathered from and other trusted online sources including Trustpilot. The right choice of life insurance for you will come down to personal choice and what you feel is best to protect your home and your family. was started in 2014 to promote life insurance to dads across the UK. Their website claims to have helped protect more than 50,000 UK families. They use key facts across their advertising, such as the fact that a child loses a parent every 22 minutes in the UK.

  • Tom receives thousands of life insurance enquiries every month, having grown massively since they began in 2014. Tom aims to raise awareness of how life insurance can help dads to protect and support their families.
  • Tom life insurance for dads isn’t actually provided by, which is primarily a marketing website. Once you fill in an enquiry form, Tom’s team refers you to a qualified life insurance broker who can sell the policy that you need.
  • All the insurance brokers that Tom partners with are fully regulated by the Financial Conduct Authority, but you won’t be able to choose which broker you are referred to.
  • You can’t check reviews for individual brokers that Tom might pass your details to, but the website is currently rated 4.7 out of 5.0 Stars on Trustpilot. This indicates that most Tom customers have had a positive experience with applying for life insurance through
  • is unlikely to be the right choice for any dads who would need specialist life insurance advice because they have medical conditions or a risky hobby or job role.

While heavily promotes life insurance for dads, they don’t sell life insurance policies themselves. Any dad who fills in a enquiry form will have their details passed over to an independent insurance broker who will then call or email you.

The main types of insurance that you can buy through Tom’s insurance partners are:

  • Family life insurance (level term): This is the most commonly bought type of life insurance policy. This will pay out a cash lump sum to your beneficiaries when you die and will cover you for a set number of year (policy term).
  • Mortgage life insurance (decreasing term): This is a cost effective form of life cover, where the amount (£s) you are covered for decreases over time. This is because this policy is designed to pay off your remaining mortgage balance in the event of your death.
  • Family Income Benefit (FIB): This can be a more affordable option than traditional term life insurance policies. FIB will pay out a regular lump sum (annually) to your beneficiaries if you die to replace your usual income.

Who is Tom?

Tom isn’t a person and is simply the name used to appeal to dads across the UK. Using a real name as their brand name helps to feel more personal, as if they are someone who you know in real life. They have taken the same approach with their partner website, which promotes life insurance for mums.

It’s not easy to judge the quality of life insurance from Tom, as they aren’t an insurance provider and they don’t provide advice about life insurance themselves. You would instead need to look at reviews and ratings for the life insurance company that your Tom approved insurance broker recommends.

You might want to do this before applying so that you are prepared before starting your application. A good place to start is to check websites like Trustpilot, where you can view the latest reviews and ratings for popular insurers like AIG, LV, and Vitality.

Another helping rating to look at is the insurer’s Defaqto star rating, which is an independent rating based on customer benefits and the available policies. The highest score would be 5 Stars, and an insurer can be rated anywhere between 1 – 5 Stars.

While might not work in the way that you expect, they are a legitimate business which is fully regulated by the Financial Conduct Authority. They’re also not the only website to operate in this way, and you might be surprised to find that lots of the UK’s biggest sites will refer life insurance enquiries to other companies.

A main example of this is MoneySupermarket referring life insurance customers to LifeSearch, which is an independent insurance broker that can offer full advice.

Note: operates as a registered trading style of Candid Insurance Services Ltd. This firm is authorised and regulated by the FCA (reference no. 603273).

Should I trust

Ultimately, it is up to you to decide if you trust enough to apply for something as important as life insurance through their website. Tom refers your application to another company, and this broker might not be the right fit for every applicant (e.g. people with medical conditions or high-risk job roles).

You can’t properly assess the quality of service that you might receive ahead of time, so you will need to rely on looking at reviews for itself. These reviews should give you an idea of the service that you might receive from one of Tom’s trusted insurance partners.

Tom Life Insurance Trustpilot Score – July 2024

A screenshot of the Truspilot page. is currently rated 4.7 out of 5.0 Stars on the independent review website Trustpilot, with over 3,400 reviews. There are a mixture of reviews as you might expect, but most Tom customers (88%) rated the service that they received to be 5.0 out of 5.0 Stars.

Who owns Tom life insurance?

Tom is owned by Candid Insurance Service Ltd, who bought the brand from AGT Media in 2018. Candid Insurance Service Ltd also bought, which is the partner website of focusing on life insurance for mums. is a website that promotes the importance of policies like life insurance and critical illness insurance to dads in the UK. It’s easy to mistake them for a company that sells their own policies, but they refer any customers over to a Financial Conduct Authority (FCA) approved life insurance broker.

This means that Tom does not actually provide the life insurance themselves and they also cannot advise about life insurance products. It is the broker that they refer you to that will offer advice and guidance and compare life insurance quotes for you.

You may be hoping to get an online quote from Tom directly, but this is not currently possible. You won’t be able to get an idea of pricing until you speak to the insurance broker that Tom’s team has referred you to.

Tom’s life insurance adverts can be found all over social media platforms like Facebook and Instagram. You’ve probably seen at least one of Tom’s adverts over the past few years, which usually feature well-known celebrities and TV personalities.

This is Tom’s clever way of getting you to relate to their adverts, by using faces that you are familiar with. In these adverts, celebrity parents about their personal experiences and how important life insurance for dads can be.

Tom’s adverts for life insurance can often be emotional, with dads talking about the impact of losing a partner or what would happen to their children if they died.

A popular advert featured a conversation between Tom life insurance and Tyson Fury, and this quick clip reveals a behind-the-scenes look at how this advert was filmed. | Behind the scenes with Tyson Fury

How to follow Tom social media accounts has accounts on social media platforms like Facebook, Instagram, and X (previously known as Twitter). If you would like to follow Tom on social media or view their adverts, we have posted links to their social media accounts below.

Tom Life Insurance Facebook –

Tom Life Insurance Instagram – @tomlifeinsurance

Tom Life Insurance X (Twitter) – @tomdotcodotuk

If you are a dad with medical conditions, the main problem that you could run into is that there isn’t a way to pick which insurance broker Tom will refer your details to. If you need specialist advice, there is no guarantee that the broker you are talking to will have the right background or experience for your situation.

Unfortunately, people with one or more medical conditions can end up being declined for life insurance or paying a much higher price than they should. The best approach is to get advice from a medical life insurance specialist, as they are more likely to know which insurers will offer you a fair price.

You can buy both life insurance and critical illness insurance when you contact Once you have completed an enquiry form, Tom passes your details on to an FCA approved insurance broker. This broker will then be able to advise you about the best options for your policy and can set up your cover with your chosen insurance company.

Critical illness cover can be useful to have in place, providing a cash lump sum on diagnosis of a serious medical issue such as cancer or a heart attack.

Income protection insurance is another insurance policy that is available through After Tom has passed on your details to a life insurance specialist, they will be able to advise on other insurance products including income protection.

Income protection insurance can provide you with financial support if you cannot work for 4 or more weeks, due to illness or injury. This support will be in the form of a tax-free monthly income, usually available for between 12 to 24 months.

It’s not possible to get an online quote for ‘Tom life insurance’ as this product doesn’t actually exist. Tom passes your details to an insurance broker who then arranges a policy with top UK insurers such as AIG or Aviva. The price of your policy will mostly depend on the insurer that you choose, as well as other things like your age, and your general health.

As partners with various insurance brokers, it’s hard to say how many options for insurers you will have. If you are lucky, they may pass your details to a ‘whole market’ broker who can access quotes from all life insurance companies. If the broker only has a selected panel of insurance partners, your options will be more limited which could end with you paying more than you would with another company.

You should always compare multiple quotes to check that you are getting a fair price, and you don’t have to buy the policy that your broker suggests if it doesn’t feel like the right choice for you and your family.

Note: The insurance broker that you speak to should be independent, meaning that their top priority is finding the best-priced policy for you with no bias toward one insurer over another.

You can’t contact Tom over the phone, but there are a few other ways you can contact them. If you need to speak to someone at Tom, you will need to send them a message online either by using their customer email address or by messaging them on social media.


If you need to cancel a life insurance that you bought after contacting, you would need to contact your insurance provider directly. There should be contact details within any policy documents that you have been sent or you can normally find these online.

You can check the insurance company’s website and they will generally have a page or section that is dedicated to what to do if you want to cancel your policy.

If you feel like you have been poorly treated by or that you have been misled, you are entitled to submit a complaint. You can complain at any point by contacting online or via post.

How to complain about Tom life insurance

You can complain about Tom by writing an email or letter to their Head Office:


Address: 920 Hempton Court, Aztec West, West Almondsbury, Bristol, BS32 4SR

If you aren’t happy with Tom’s complaint procedures, you can also make a complaint with the Financial Ombudsman Service.

Telephone: 0300 1239 123


Address: Financial Ombudsman Service, Exchange Tower, London, E14 9SR

Note: aims to reply to all written complaints within 48 hours. A final written response to resolveyour complaint should be provided within 8 weeks of submitting it.

There’s loads of different options for life insurance for dads, so it’s important to think about what you need from your insurer and which insurance company might work best for you. There’s no ‘wrong’ choice, and ultimately the main thing is that you have the protection that your family needs, no matter where you get it from.

We’d suggest checking online reviews for any insurance broker or insurance company before contacting them, so you feel more comfortable and confident about who you are talking to. Trustpilot is a the best place to check first, and some companies use other websites such as Feefo or

If you think you need some help with choosing your policy, you can call this number 0800 009 6559 or CLICK HERE for free advice.

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