Refreshing insurance every step of the way


Nearly half of us have too little - or no - insurance.  That means millions of us, all of whom have things really worth protecting, like our families, our health and our homes.  

 At Lime we are changing that. The result is simple to understand, stripped-back and flexible protection.  You can change your cover as your circumstances change without charge and without all the extras, we believe what you pay will be much less than elsewhere.  If not, please tell us.

 So why wait?


Lime is different, so are our costs.

Accidental Death Insurance cost by age and cover level**

**Monthly costs of annual renewable policy - as at March 2019

**Monthly costs of annual renewable policy - as at March 2019


We only work with the best to work out what protection you need and when.


Get protected: Accidental Death Cover

We don’t like to think about the worst, but accidents kill more than 21,000 people every year in England and Wales***.

Our cover is Lime fresh and really simple.  Set the amount of cover, pay monthly and if you die in an accident we pay-out.  Quickly.  Providing the protection you need for partners and family or to ensure no debts are left behind.

You can do it now.  Our accidental death policy doesn’t require a medical, so your health and lifestyle don’t affect the cost. And you are covered from the moment your payment details are confirmed.

Get cover from as little as £2 per month.



“Insuring against accidents is just the start”

Shaun Williams, CEO

Accidental Death Cover is just the first step.  We are hard at work developing completely new Lime flavoured products that are tailor-made for real people and reflect their lifestyles.  From physio cover for fitness fans to products for those worried about cancer or mental health.



The Lime twist

Simple. Streamlined. Flexible. And tailored. For you.

Traditional insurance cover is complicated, inflexible and costly, with the typical customer paying for loads of added extras they just don’t need.

At Lime we are 100% online. Our products are simple. We help you work out what you really need and when you need it. And, as life changes, so should your insurance, so we put you in control of what you pay and when.

More than 11.3 million people here in the UK**** don’t have the protection they need. We want to change that.


*£100,000 of Accidental Death Cover is based on a 37 year old, annual renewable policy. Price March 2019.

***Source: ONS: Death Registry Summary Tables 2018 ****Source: YouGov Life and Health Protection 2017