Lime. Insurance with a twist.


We are refreshing the insurance industry. It’s a big claim.  
But one we are honouring. And this is how

We looked at our own experiences - yes, we have insurance too - and we carefully listened to what you have to say.

We realised that the industry has it wrong. Wrong products, wrong language, wrong pricing, wrong reasons, wrong attitude. In fact, the clue as to where we have gone so wrong is in that word - ‘industry’. To us, insurance is not about business, it’s about providing peace of mind and financial security for real people, leading real lives. 

Put like that, everyone should have insurance. But more than half of us don’t have any cover, or don’t have enough. That is also wrong. Everyone should be able to afford cover for life’s essentials.

So we twisted insurance around, putting people first. Building from scratch a service that delivers the peace of mind that every one of us wants and deserves.   



We’re starting the journey by accident…

Not really!

But we are starting with accidental death cover.

Most of us, who haven’t got the insurance we need, are young. The younger we are, the less we worry about getting ill, and that’s part of the reason we haven’t got the right cover.

But accidents can happen to anyone, and younger people are way more likely to die as a result of an accident than just about anything else.

So why pay for cover you don’t want, when you can simply protect yourself and your family with accident cover?


Lime’s commitment to you.

At Lime, we promise to keep creating cover that meets your needs; simple, cost-effective and useful ways to protect you and your family.


We make payments flexible.

At Lime, you control the price. So you can adjust the value of the cover and the cost at any time, any place, easily online.


We make cover accessible.

At Lime, the language is kept simple and the cover sensible. This makes it easy to understand what you are buying, and easy to know when to claim.

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We make insurance work for you.

We want you to start building your own range of products that will help if someone dies, is seriously ill, needs help to get better, get some peace of mind.

Turns out simple and sensible is also cheap and affordable. Why don’t you see what we can do for you?

Twisting yesterday’s products into tomorrow’s protection.

Starting with…

Accidental Death Insurance.

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Lime’s Accidental Death Insurance is underwritten by Lloyd’s of London.

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Where are we going next?

We’ve started with a simple product that will help lots of people start their insurance journey.

Looking after yourself, if you are unwell, is where we go next. Our cancer cover is designed to work with the NHS to give you added protection; access to better drugs, specialist nurses and some cash to help cover some of the costs of being ill.

Private medical insurance can be very expensive; we’re stripping out the parts that most people don’t want, and concentrating on the bits you need.

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down prices.

Lime is 100% online and 100% focused on you. That’s how we put the squeeze on costs.

Lime is what happens when you combine specialist industry know-how with cutting edge technology. Together, the two have helped us to create an original type of business that is free from unnecessary costs, and a new type of insurance that focuses on giving you just what you need, when you need it. Nothing more. Nothing less.

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Flexible to grow with you.

Our vision has enabled us to build Lime and create a system to tailor-make products that can be adjusted, real-time, to the big and small changes in your life.

With Lime, you can get insurance anytime, change your policy as your lifestyle changes and cancel, anytime. And without penalty, anytime.

When you take insurance with Lime, you will be set up with a secure digital office with all your documents for easy reference.


Accidental Death Cover.


Our first offer is individual Accidental Death Insurance. This pays out a cash lump sum if the person insured dies, due to an accident, during the policy term.

At Lime, you can cancel your policy without penalty. If you do choose to cancel your policy within the first 14 days, we will refund your first premium in full. If you stop your payments at any other time, we’ll have to cancel your policy, without refund, and your cover will end when your next premium was due.

This isn’t a savings or investment product; put simply, there is no cash value unless a valid claim is made. Inflation may reduce the value of your cover. That’s why you can change your cover whenever you want.

All the details can be found here: Accidental Death Insurance Product Information Document