7 of the Best Life Insurance Companies UK for 2025

7 of the Best Life Insurance Companies UK for 2025

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Choosing the right life insurance is a cornerstone of financial planning, particularly when you reach major life milestones like buying a home, starting a family, or simply wanting to secure your loved ones' future. It provides a vital financial safety net, ensuring that those who depend on you are protected from financial hardship if you were no longer around. However, with so many providers and policies available, navigating the market can feel overwhelming.

This guide simplifies that process. We've analysed the market to bring you a clear, impartial roundup of the best life insurance companies UK has to offer. We'll explore a mix of direct insurers like Aviva and Legal & General, dedicated brokers such as Discount Life Cover, and popular comparison platforms, giving you a comprehensive view of your options. Each review includes practical insights, pros and cons, and screenshots to help you visualise the process.

To get the most out of this guide, it helps to understand a few key terms in plain language:

  • Premium: The regular amount you pay (usually monthly or annually) to keep your policy active.
  • Sum Assured: The tax-free lump sum paid out to your beneficiaries if you pass away during the policy's term.
  • Term Life Insurance: Provides cover for a set period, for example, 25 years to match your mortgage term. There are two main types:
    • Level Term: The sum assured stays the same throughout the policy. This is ideal for covering an interest-only mortgage or providing a fixed lump sum for your family.
    • Decreasing Term: The sum assured reduces over time, often used to cover a repayment mortgage, as the payout is designed to fall in line with your outstanding loan.

The best policy isn't just the cheapest; it's the one that provides the right level of protection for your family's specific circumstances.

Our goal is to cut through the jargon and present the essential information you need. By comparing the features and benefits of the leading providers, you can make an informed decision and find a policy that delivers peace of mind. For a more detailed breakdown of policy types, our guide on understanding life insurance is a great place to start. Now, let's explore the top contenders.

1. Discount Life Cover: Your Expert Guide to the Market

Discount Life Cover stands out as a premier online platform, earning its place as one of the best life insurance companies in the UK by simplifying the often-complex process of securing financial protection. It operates as an expert broker, providing a streamlined and user-friendly service that connects you with tailored quotes from a panel of leading UK insurers. This approach is particularly beneficial for those who want to compare the market efficiently without the pressure of navigating multiple provider websites.

The platform is designed to cater to a broad spectrum of needs, from parents establishing a financial safety net for their children to homeowners seeking mortgage protection. Its core strength lies in its ability to demystify insurance, offering clear guidance and expert advice to help you make a confident and well-informed decision.

Discount Life Cover's website interface showcasing its straightforward quote process.

Key Features and Offerings

Discount Life Cover provides a comprehensive suite of protection products, ensuring you can find a policy that aligns perfectly with your circumstances. The platform is fully regulated by the Financial Conduct Authority (FCA), which guarantees a high standard of service and trustworthy advice from qualified professionals.

Here’s a breakdown of what makes it a standout choice:

  • Diverse Product Range: You can explore a wide variety of policies, including:
    • Term Life Insurance: Provides a lump sum payout if you pass away during a fixed term.
    • Whole of Life Insurance: Offers lifelong cover with a guaranteed payout.
    • Critical Illness Cover: Pays out a tax-free lump sum upon diagnosis of a specified serious illness.
    • Income Protection: Replaces a portion of your income if you are unable to work due to illness or injury.
    • Private Health Insurance: Covers the costs of private medical treatment.
  • Specialist Expertise: The service excels in assisting individuals who might otherwise struggle to find affordable cover. This includes those in high-risk professions, people with pre-existing medical conditions, and applicants over 50. Their advisers are skilled at finding specialist insurers who offer favourable terms for non-standard applications.
  • User-Centric Experience: The online quote form is quick and intuitive. By inputting a few key details, you receive personalised quotes that reflect your specific needs, helping you balance comprehensive coverage with a budget-friendly price.

Why It Excels: Practical Benefits

The primary advantage of using a service like Discount Life Cover is the combination of technology and human expertise. While the platform allows for quick, independent comparisons, the real value is added by its team of qualified advisers. They can explain complex policy jargon, highlight crucial terms and conditions, and ensure the policy you choose is genuinely suitable. Understanding the nuances of different policies is crucial, and exploring the 10 compelling reasons to use a life insurance broker can provide deeper insight into how this expert guidance benefits you.

For example, a self-employed individual might need a robust income protection policy alongside their life insurance, while a homeowner may be better suited to a decreasing term policy that matches their mortgage balance. The advisers at Discount Life Cover can identify these needs and recommend the most appropriate and cost-effective solutions from their panel of insurers.

Pros and Cons

ProsCons
Comprehensive Product Selection: Access a wide range of policies from life insurance to private health cover.No Upfront Pricing: Personalised quotes are only available after completing the online form.
Expert, Regulated Advice: FCA-regulated advisers provide trustworthy, professional guidance.Primarily Online Service: May not suit those who prefer a traditional, face-to-face consultation.
User-Friendly Platform: The online quote process is simple, fast, and easy to navigate.
Specialist Case Handling: Strong support for those with pre-existing conditions or in high-risk occupations.

Website: https://discountlifecover.co.uk

2. Compare the Market

Compare the Market has established itself as a household name in the UK, not just for its memorable advertising but for its powerful and user-friendly comparison engine. For those searching for the best life insurance companies UK, it offers a fast, efficient, and comprehensive way to survey a significant portion of the market from a single dashboard. This makes it an invaluable tool for first-time buyers and seasoned shoppers alike who want to save time without sacrificing choice.

What Makes Compare the Market Stand Out?

The platform's primary strength lies in its speed and simplicity. Users can receive an initial set of quotes in as little as four minutes, a process that once took hours of phone calls or individual website visits. It streamlines the application by asking a series of straightforward questions about your health, lifestyle, and coverage needs, then presents a clear list of policies from its panel of insurers. This panel is extensive, featuring many of the UK's most recognised insurance brands.

A key feature that attracts many users is its incentive programme. Currently, Compare the Market offers an Amazon.co.uk gift card to new customers who purchase a policy and maintain it for at least six months. While this shouldn't be the sole reason for choosing a policy, it's a welcome bonus that adds tangible value.

Practical Tip: When using the comparison tool, be as accurate as possible with your health and lifestyle information. Insurers use this data to calculate your final premium, and providing precise details from the start ensures the quotes you see are realistic and less likely to change after a full application.

Key Features and User Experience

The user journey on Compare the Market is designed to be intuitive and informative. The platform is particularly helpful for those at the beginning of their search, as it provides clear, example-based pricing. For instance, it might show that cover can start from as little as £3.50 per month, which helps potential buyers gauge affordability before committing to a full quote.

Key highlights include:

  • Rapid Quotes: Get an overview of potential policies and premiums in minutes.
  • Wide Insurer Panel: Compare options from a broad selection of trusted UK providers.
  • Purchase Incentives: The potential to receive a gift card adds extra value.
  • Transparent Information: Terms for promotions and FAQs are clearly displayed, helping users understand the conditions.

Pros and Cons

ProsCons
Large, well-known UK brand with a wide choice of providers.Gift card eligibility requires several paid monthly premiums.
Fast and intuitive comparison engine that simplifies the process.The cheapest example prices are based on specific profiles (e.g., young, non-smoker) and may not apply to everyone.
Clear and transparent terms for promotional offers and FAQs.As a comparison site, it does not provide personalised financial advice.

Website: https://www.comparethemarket.com/life-insurance/

3. MoneySuperMarket

MoneySuperMarket is a giant in the UK comparison market, offering a robust and data-driven platform for anyone searching for the best life insurance companies UK. It combines a user-friendly quote process with powerful educational tools and market insights, making it an excellent resource for both new buyers and those looking to switch providers. The platform’s strength lies in its ability to demystify life insurance, helping users understand not just what policies cost, but why.

What Makes MoneySuperMarket Stand Out?

The platform distinguishes itself with its commitment to transparency and data. Its "Life Insurance Index" is a standout feature, publishing up-to-date median monthly prices based on factors like age, cover amount, and even region. This gives users a realistic benchmark of what they can expect to pay before they even start their quote, managing expectations and building trust. This data-led approach empowers consumers to make more informed decisions.

Another key attraction is its tiered gift card incentive. Unlike a flat-rate offer, MoneySuperMarket often provides a gift card with a value that corresponds to the monthly premium of the purchased policy. For those planning to take out a larger policy, this can result in a more substantial reward, adding significant value to the purchase. The platform is also rich with educational content, including guides and tools that help you calculate the exact amount of cover you might need for your circumstances.

Practical Tip: Use MoneySuperMarket's "Life Insurance Index" before you get a quote. By checking the average prices for someone in your age bracket and region, you can enter the comparison process with a clear idea of what constitutes a competitive premium, helping you spot the best deals more easily.

Key Features and User Experience

The journey on MoneySuperMarket is designed to be both simple and educational. The quote form is clear and logical, guiding you through the necessary health and lifestyle questions without overwhelming you with jargon. The results page is equally clear, allowing you to filter and sort policies from its large panel of insurers to find one that fits your specific needs.

Key highlights include:

  • Data-Driven Insights: The Life Insurance Index provides valuable, real-time pricing data.
  • Tiered Incentives: Gift card rewards that often scale with your premium, offering greater value for larger policies.
  • Educational Resources: A wealth of guides and calculators to help you determine your coverage needs.
  • Large Insurer Panel: Access to quotes from many of the UK's leading life insurance providers.

Pros and Cons

ProsCons
Data-driven pricing insights help manage expectations.Incentive eligibility comes with terms and may exclude some recent customers.
Strong, trusted UK brand with a wide choice of insurers.Like all comparison sites, it does not show quotes from every insurer in the UK market.
Comprehensive educational content for first-time buyers.Does not offer personalised financial advice, focusing on comparison instead.

Website: https://www.moneysupermarket.com/life-insurance/

4. Confused.com

Confused.com is a well-regarded UK comparison service that simplifies the process of finding life insurance. It stands out by combining a straightforward comparison tool with clear, educational content, making it an excellent starting point for those new to insurance or who want to understand their options better. As an independent and FCA-regulated intermediary, it offers an impartial platform for consumers searching for the best life insurance companies in the UK, focusing on transparency and user empowerment.

What Makes Confused.com Stand Out?

The platform's strength lies in its commitment to clarity and education. Instead of just presenting a list of quotes, Confused.com provides helpful guides and illustrative pricing examples broken down by age and smoking status. This helps users set realistic expectations, showing, for instance, that cover can start from as little as £3.50 per month for a young, non-smoking individual. This level of upfront information demystifies the pricing process before you even begin a quote.

Another key attraction is its rewards programme. Similar to other comparison sites, Confused.com offers a reward voucher to customers who purchase a policy and maintain it for a minimum period, typically after six months of paid premiums. While the panel of insurers may be slightly smaller than some rivals, it includes a curated selection of trusted, well-known UK providers, ensuring users are comparing quality policies.

Practical Tip: Take advantage of the educational content on Confused.com before getting a quote. Understanding the difference between level term and decreasing term insurance, for example, will help you select the right type of cover for your needs, whether you're protecting a mortgage or providing a lump sum for your family.

Key Features and User Experience

The user journey on Confused.com is designed to be simple and reassuring. The platform clearly discloses its list of provider partners and its regulatory status with the Financial Conduct Authority (FCA), which builds a strong sense of trust. The quote process is intuitive, guiding users through the necessary health and lifestyle questions without overwhelming them with jargon.

Key highlights include:

  • Educational Focus: Provides clear, updated guides and example pricing to inform your decision.
  • Post-Purchase Rewards: Offers a reward voucher as a thank-you after six months of paid premiums.
  • Trusted Provider Panel: Features a selection of reputable UK insurance companies.
  • Regulatory Transparency: Clearly states its FCA regulation and independent status, offering peace of mind.

Pros and Cons

ProsCons
Simple and educational user experience, great for first-time buyers.The panel of life insurance providers is smaller compared to some larger competitors.
Independent and FCA-regulated, ensuring impartial comparisons.The reward voucher is subject to conditions, including six months of continuous premium payments.
Features a trusted and carefully selected panel of UK insurers.Does not offer personalised financial advice, acting solely as a comparison service.

Website: https://www.confused.com/life-insurance

5. Legal & General

As one of the UK's oldest and most recognised direct insurers, Legal & General has built a formidable reputation for reliability and customer trust. For those researching the best life insurance companies UK, going direct to a provider like Legal & General offers a streamlined experience, bypassing intermediaries for a straightforward application process. Their long-standing presence in the market is backed by a strong track record of paying claims, making them a dependable choice for families and homeowners seeking robust financial protection.

Legal & General

What Makes Legal & General Stand Out?

Legal & General’s appeal lies in its combination of a trusted brand name with a modern, direct-to-consumer approach. You can get an online quote in just a few minutes, with the assurance that your premiums are guaranteed to remain fixed throughout the policy term unless you make changes. This provides valuable certainty for long-term financial planning.

The company enhances its core offering with several valuable, built-in benefits. For example, Accidental Death Benefit is often included as standard while your application is being processed, providing interim cover at no extra cost. For homeowners, their Free Life Cover between exchanging contracts and completing a property purchase is a particularly thoughtful feature that addresses a specific, high-stakes life moment. Furthermore, all policyholders gain access to Wellbeing Support services, adding a layer of practical, everyday value beyond the financial payout.

Practical Tip: If you're buying a home, ask about the Free Life Cover feature. It's designed to protect your mortgage deposit and costs during the vulnerable period before your main life insurance policy officially begins, offering significant peace of mind.

Key Features and User Experience

The user journey on the Legal & General website is clear and efficient, designed to help you secure cover without unnecessary complexity. The quote process is fast, and the terms are explained in plain English, avoiding confusing jargon. This direct approach is ideal for those who have a clear idea of their coverage needs and prefer to manage their application independently.

Key highlights include:

  • Direct-to-Insurer Process: A simple, online journey to buy cover directly from a leading provider.
  • Built-in Protections: Includes Accidental Death Benefit and special cover for home movers.
  • Fixed Premiums: Guarantees that your monthly payments will not increase.
  • Wellbeing Support: Access to practical health and wellbeing services for you and your family.
  • Regular Incentives: Often provides gift card offers for new customers taking out a policy.

Pros and Cons

ProsCons
Highly established and trusted UK brand with an excellent claims payment record.Buying direct means you cannot compare their prices against competitors side-by-side.
Defaqto 5-Star rated cover, indicating a high-quality product.Gift card offers come with specific terms and conditions, such as minimum premium payments.
A direct and simple buying process without the need for intermediaries.While comprehensive, it may not be the cheapest option for every individual circumstance.

Website: https://www.legalandgeneral.com/insurance/life-insurance/

6. Aviva

As one of the UK's largest and most established composite insurers, Aviva offers a direct-to-consumer approach that appeals to those who prefer dealing with a provider rather than an intermediary. For anyone searching for the best life insurance companies UK, Aviva provides a sense of security backed by its FTSE-listed status and significant financial strength. Its platform is designed for clarity, allowing potential customers to get quotes for various protection products, including life insurance, critical illness cover, and income protection, all under one trusted brand.

Aviva

What Makes Aviva Stand Out?

Aviva’s primary strength is its brand reputation and the comprehensive nature of its product suite. Unlike comparison sites, it offers its own policies directly, which simplifies the application and claims process. This direct relationship is supported by a UK-based customer support team with clearly stated service hours, providing reassurance that help is available when needed. The process is streamlined for online users, who can often get a quote in minutes without needing to speak to anyone.

The insurer also caters to specific demographics with products like its Over 50s Life Insurance, which guarantees acceptance for UK residents aged 50 to 80 with no medical questions. This makes it an accessible option for older individuals who might struggle to find cover elsewhere. Furthermore, the ability to easily add critical illness cover or income protection to a life policy provides a holistic approach to financial protection. For a more detailed look, you can learn more about Aviva's policies here.

Practical Tip: When applying directly with an insurer like Aviva, take the time to read the policy documents carefully before purchasing. Since you are not receiving advice, it is your responsibility to ensure the level and type of cover meet your specific needs, such as clearing a mortgage or providing for dependents.

Key Features and User Experience

The user journey on the Aviva website is straightforward and efficient. It focuses on providing a quick quote with minimal fuss, guiding users through a series of simple questions to determine their premium. The platform is transparent about what is and isn't covered, with easy access to policy details and key facts documents.

Key highlights include:

  • Direct-to-Insurer Process: Purchase directly from a major UK provider, simplifying future claims.
  • Multiple Cover Options: Easily combine life insurance with critical illness and income protection.
  • Dedicated UK Support: Access to a UK-based phone support team for queries and claims.
  • Over 50s Guaranteed Cover: A specialised product offering guaranteed acceptance for older applicants.
  • Strong Financial Backing: The security of a well-capitalised, FTSE-listed company.

Pros and Cons

ProsCons
Strong, well-capitalised UK brand with a broad product range.Does not offer a price comparison service on its site.
Simple and direct online purchase process without brokers.Promotional incentives are less frequent compared to aggregator sites.
Guaranteed acceptance for Over 50s policies.The price you are quoted is from a single provider, so it may not be the cheapest on the market.

Website: https://www.aviva.co.uk/insurance/life-products/life-insurance/

7. LV= (Liverpool Victoria)

LV=, also known as Liverpool Victoria, is one of the UK's largest friendly societies, operating as a mutual organisation owned by its members. This structure often fosters a customer-centric approach, which is evident in their life insurance offerings. For those seeking reliable cover from one of the best life insurance companies UK, LV= provides a blend of competitive pricing, straightforward products, and valuable member benefits that extend beyond the core policy itself.

What Makes LV= Stand Out?

The primary appeal of LV= is its combination of affordability and added value. Their life insurance policies are designed to be accessible, with cover available from as little as £5 per month for eligible applicants, making it an attractive option for first-time buyers and those on a budget. As a direct insurer, the application process is streamlined for online users, allowing you to get a quote and potentially secure cover quickly without needing to go through a broker for a basic policy.

A significant differentiator is the inclusion of LV= Doctor Services. This benefit gives policyholders and their families access to a remote GP, prescription services, and second medical opinions at no extra cost. This practical, day-to-day health support adds tangible value to the insurance plan, making it more than just a financial safety net. Furthermore, their regular e-gift card promotions for new customers provide a compelling incentive.

Practical Tip: When applying for a policy with LV=, take advantage of the inclusive benefits like the Legal Advice Line. This can be a useful resource for matters entirely unrelated to your life insurance, such as will writing or property disputes, adding an extra layer of value to your monthly premium.

Key Features and User Experience

The LV= website is designed for clarity and ease of use, guiding potential customers through the quote process with simple language and clear steps. The journey from initial quote to application is intuitive, removing much of the complexity often associated with buying insurance. All policies also include terminal illness cover as standard, which pays out the sum assured if you are diagnosed with a terminal illness and have a life expectancy of 12 months or less.

Key highlights include:

  • Member-Focused Benefits: Access to valuable extras like LV= Doctor Services and a Legal Advice Line.
  • Competitive Premiums: Life cover starts from an accessible £5 per month for certain profiles.
  • Promotional Offers: Regular e-gift card incentives (up to £250) for new policies held for a minimum period.
  • Streamlined Online Process: A fast and straightforward digital journey for quotes and applications.

Pros and Cons

ProsCons
Customer-friendly extras and clear claims statistics enhance trust.Voucher promotions require six paid premiums and the offer terms can vary over time.
Easy and fast online buying process directly from the insurer.As a direct provider, its website does not offer side-by-side competitor pricing.
A well-regarded mutual brand with a focus on member benefits.The lowest premium of £5 is profile-dependent and not available to all applicants.

Website: https://www.lv.com/life-insurance

Top 7 UK Life Insurance Comparison

ProviderImplementation Complexity 🔄Resource Requirements ⚡Expected Outcomes 📊Ideal Use Cases 💡Key Advantages ⭐
Discount Life CoverModerate: Online form with expert advisor accessLow to Medium: FCA-regulated advisors supportComprehensive tailored life and health coverageFirst-time buyers, over 50s, high-risk & pre-existing conditionsWide product range, trusted FCA regulation
Compare the MarketLow: Fast online comparison engineLow: Automated quote generatorQuick affordability assessment with incentivesUsers seeking fast quotes and promotional offersLarge provider panel, transparent pricing examples
MoneySuperMarketLow: Filtered online comparison with data insightsLow: Data-rich platformInformed decisions via Life Insurance IndexUsers needing market pricing insights and educationData-driven pricing, comprehensive educational tools
Confused.comLow: Simple comparison and educational contentLow: FCA regulated intermediary disclosuresClear pricing examples and user-friendly infoUsers wanting straightforward info and trustFCA regulated, educational, trusted providers
Legal & GeneralLow to Moderate: Direct online quotingMedium: Established insurer infrastructureFixed premiums, additional benefits, direct buyBuyers wanting fixed premiums and direct insurer accessStrong brand, 5-Star Defaqto rated, wellbeing support
AvivaLow: Quick online quotes and direct purchaseMedium: Large insurer with UK supportBroad coverage options with financial stabilityCustomers preferring direct buying with broad coverWell-capitalized, strong brand, multi-cover options
LV= (Liverpool Victoria)Low: Fast online quotes, mutual-style serviceMedium: Customer extras and mutual benefitsCompetitive pricing with value-added servicesValue seekers wanting mutual benefits and extrasMember benefits, added services, competitive prices

Your Next Steps to Securing Peace of Mind

Navigating the landscape of the UK's life insurance market can feel overwhelming, but this guide has equipped you with the essential information to make a confident decision. We've explored a range of providers, from dedicated brokers like Discount Life Cover to major comparison sites such as Compare the Market and MoneySuperMarket, and established insurers like Legal & General, Aviva, and LV=. Each offers a unique set of strengths tailored to different needs.

The central takeaway is that there is no single "best" life insurance company for everyone. The ideal choice is deeply personal, hinging on your unique circumstances. An insurer that offers excellent value for a young, healthy parent might not be the most suitable for someone over 50 with a pre-existing medical condition. Your personal situation, from your health and lifestyle to your financial dependents and mortgage size, will ultimately dictate which provider and policy type is right for you.

Key Takeaways and Actionable Steps

To move forward from research to action, focus on these critical steps. This structured approach will help you secure the right cover at the most competitive price.

  • 1. Define Your 'Why': Before looking at any quotes, clearly articulate what you need the policy to do. Is it to cover a mortgage, replace your income for your family, or leave an inheritance? Knowing your primary goal will help you choose between level term, decreasing term, or whole-of-life cover.
  • 2. Calculate Your Coverage Needs: Don't just guess a figure. Add up your mortgage, outstanding debts, estimated future living costs for your family, and any educational expenses for your children. To ensure your financial safety net is robust, it's wise to also calculate your debt-to-income ratio, providing a clear picture of your overall financial obligations.
  • 3. Gather Your Information: To get accurate quotes, you will need key details to hand. This includes your date of birth, smoking status, health history (including any pre-existing conditions), occupation, and the amount and term of cover you require.
  • 4. Compare, Compare, Compare: This is the most crucial step. Use a specialist broker or comparison tool to see quotes from a wide range of insurers. This is the only way to ensure you're not overpaying and are getting a policy that truly fits. Remember that the cheapest policy isn't always the best; look closely at the features, definitions (especially for critical illness cover), and customer service ratings.

Expert Insight: Remember that honesty is paramount on your application. Failing to disclose medical conditions or lifestyle choices like smoking can lead to a future claim being denied, rendering the policy useless when your family needs it most. It's better to pay a slightly higher premium for a valid policy than a lower one for cover that might not pay out.

Frequently Asked Questions (FAQ)

Q1: How much life insurance do I actually need?
A common rule of thumb is to seek cover that is around 10 times your annual salary. However, a more precise calculation should factor in your mortgage, other debts, and your family's future living expenses minus any existing savings or death-in-service benefits from your employer.

Q2: Will my premiums increase over time?
For most term life insurance policies, your premiums are guaranteed to remain the same throughout the policy term. This is not always the case for reviewable policies or some over-50s plans, so always check the policy terms and conditions to confirm if premiums are guaranteed or reviewable.

Q3: Can I get life insurance if I have a medical condition?
Yes, in many cases you can. Insurers have become much more adept at assessing individual risk. While you may face higher premiums or have certain exclusions on your policy, specialist brokers are particularly skilled at finding the best life insurance companies UK providers who are more lenient towards specific conditions.


Securing the right life insurance is one of the most important financial decisions you can make for your loved ones. At Discount Life Cover, our expert advisers simplify the process, comparing policies from leading UK insurers to find you the best cover at an affordable price. Take the first step towards complete peace of mind with a free, no-obligation quote from Discount Life Cover today.

This article is for information purposes only and does not constitute financial advice. Discount Life Cover is not providing personalised recommendations. Insurance policies vary depending on individual circumstances. For advice tailored to your situation, please speak with a qualified financial adviser or request a personalised quote.

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