It is the power of passionate people to change how we think and do.

Technology enables our vision of a consumer centric industry.

Entirely digitised, Lime uses the power of technology and the experience of its founders, all of whom have worked around the globe in insurance and digital businesses, to deliver something new.  

Easy to access, simplified, low cost products that put the customer first and, critically, in control.

And it has worked, attracting the trust and support of leading insurers, like Aviva, and Lloyd’s is the world’s specialist and reinsurance market.

But beyond that, Lime is a people business. Passionate about refreshing the industry and driven by the recognition that living without protection is living with risk.


Leadership Team

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Shaun Williams -

CEO & Founder

Shaun has lived and breathed the life insurance business for more than 30 years. Shaun saw the true importance of addressing the fact that well over 50% per cent of peoplein the UK aren't either insured or properly insured, and finding a way to change the way people get covered..

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Charlie Carrick -

Head of Global Markets

Charlie has been involved in employee benefits technology since its inception. When he met Shaun and realised that the future of protection products was about to change, he had another chance to be at the forefront of a revolution. His passion is giving people access, choice and control over their financial futures.

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Stephen Law -

Head of Technology

Stephen has over 15 years’ experience in web development and software architecture across a range of industries, including financial services, technology and retail. He focuses on cloud-based solutions, helping businesses to reduce their costs and scale their infrastructure based on demand.


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Anita Williams -

Head of Compliance and Risk

Anita has worked in risk and compliance within the UK financial services sector for more than 20 years, more recently specialising in delivering financial services and retail general insurance products through digital technology. She has helped bring numerous online financial services to market.

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Nick Henderson -

Head of Strategy and Product design

Nick has worked in the retail financial services sector for more than 20 years. Most recently, he was a partner in the advisory business of KPMG LLP, supporting insurance and retail banking organisations with a variety of regulatory-driven transformation projects.

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Kylie Hendrikse -

Senior Test Lead

Kylie has extensive experience in leading testing strategies for online financial products for the retail market. She ensures that a company’s vision, products and technology all work in harmony, providing solutions that work simply and effectively for all.



Putting the Customer First

At Lime, our customers are at the heart of everything we do.  Our products are designed with individuals in mind and our mission is to make our products available to as many people as possible. 

As customer well-being is our number one priority, we provide a responsive service and we are transparent in all our dealings with you.  



Accessible for All

Lime is founded on the principle of delivering universal access to much-needed insurance products. This is reflected in the products we develop and in the way we deliver them.

Our websites and marketing materials have been designed to ensure that they are accessible to the widest possible audience, regardless of disability, capability or technology. Our pages aim to comply with the W3C Web Content Guidelines 2.0 and to satisfy the level AA requirements.   

If there’s anything we could do better or you have any questions, please let us know via our Contact page.