How do we make life ‘better’?

We've deliberately departed from some of the conventional norms in protection product design. We've done this because we believe we should respond to what advisers and their clients need rather than be constrained by industry practice.

In line with our brand promise 'Life. Made better.', we aim to challenge the 'typical' way things are done and make 'better' a reality. For us 'better' isn't about changing one big thing. It's about constantly improving lots of little things that collectively make a big difference.

Crystal-clear critical illness definitions

Our biggest challenge to the norm is our critical illness definitions. Typically, providers define the quality of their critical illness policies by the number of illnesses they cover. At Guardian, we're focused on offering the best possible cover for the most common illnesses. We've done this by simplifying our policy wording, making it easy for advisers and their clients to understand what they're covered for. And, in most cases, confirmation from a UK Consultant is all we need for a claim. That means no detailed medical evidence to prove if a critical illness is serious enough. Our crystal clear policy wording means customers know exactly what they're covered for – creating certainty and building trust.

A few highlights:

  • Heart attack: Typically, providers ask for detailed medical reports to assess if a heart attack is serious enough. At Guardian, confirmation from a UK Consultant is all we need.
  • Cancer: Most providers don't pay out on all malignant skin cancers. But surely all malignant skin cancers are critical? We think so. That's why a Guardian policy pays out on all malignant skin cancers – no ifs, no buts.
  • Multiple sclerosis: Typically, providers want to see evidence that someone's suffering symptoms of multiple sclerosis at the time the claim is made. We think that's a little unfair when you consider symptoms can come and go. At Guardian, we pay out if a UK Consultant Neurologist says there 'has been' an impairment due to multiple sclerosis, even if the symptoms aren't apparent when they make a claim.

Our cover upgrade promise

On top of that, to make sure all our critical illness policies are future proofed, we offer our existing customers a unique promise. At claim, we check both the definitions they bought and the definitions for new customers. And we pay out if the claim is valid under either. Occasionally, we may introduce changes that we won't automatically upgrade. If this happens, we'll offer existing customers the chance to pay to add them.

These are just two examples of how the Guardian brand intends to make sure every family has protection that they truly believe in. Find out more at