Buying life insurance should be simple.
You need cover, you want a fair price, and you want to know your family will actually be protected if the worst happens.
The problem is that most people only see the monthly premium.
They don’t see the bits that really matter:
That’s where a good broker earns their keep.
A broker should not just find the cheapest quote. A broker should help you avoid the wrong policy.
A life insurance broker compares the market and helps you choose the most suitable insurer for your situation.
That matters because Irish insurers do not all assess people the same way.
One insurer might be cheapest for someone in perfect health. Another might be better if you have anxiety, asthma, diabetes, previous cancer, high BMI, heart issues, or a family history concern.
If you go directly to one insurer, or to a tied agent, you only get that insurer’s answer.
If they say no, postpone you, exclude something, or add a big loading, you may think that’s the market.
It isn’t.
It’s just one insurer’s view.
There are five main life insurance providers we deal with in Ireland:
They do not all behave the same way.
Some are sharper on price for standard life cover. Some are stronger for income protection. Some are more flexible with certain medical histories. Some offer better policy options or value-added benefits.
So when someone says, “All life insurance policies are basically the same,” I’d be very careful.
They’re not.
The cheapest quote is useful, but it is not the full story.
If you’re young, healthy, and need straightforward life cover, the cheapest policy might be perfectly fine.
But if you have a medical history, a dangerous job, a high-risk hobby, or you need cover structured properly for your family, the cheapest quote may not be the best option.
For example:
That’s why proper advice matters.
You’re not just buying a price. You’re buying certainty.
This is where Lion.ie is different.
A lot of our work involves helping people who are not straightforward on paper.
That could mean:
Different insurers assess these risks differently.
The order you apply in matters.
If you apply to the wrong insurer first and get declined, postponed, or heavily loaded, that decision can follow you into future applications.
A good broker should know when to slow things down, ask the right questions, and approach the most suitable insurer first.
Sometimes that means getting an informal view before submitting a full application.
That can be the difference between getting cover and making a mess of your options.
A good broker should:
You should come away knowing what you’re buying, why it suits you, and what happens next.
If you feel rushed, confused, or sold to, that’s not advice. That’s sales.
Lion.ie is a multi-agency Irish life insurance and income protection brokerage based in Tullamore.
We specialise in:
We don’t advise on pensions or investments.
Protection is what we do all day.
That focus matters because life insurance underwriting can be awkward. The small details on an application can change the outcome.
We know which insurers are usually more flexible, which ones need more information, and when an application needs to be handled carefully rather than fired into the first provider on a quote engine.
Yes.
Most of our process can be handled by email and phone.
That suits people who don’t want a face-to-face meeting or a long sales call.
You can get quotes, complete forms, ask questions, and arrange cover without leaving the house.
If you prefer to speak to someone, that’s fine too.
You can book a callback here.
If you have a health issue, using the right broker matters even more.
A standard quote is only useful if the insurer will actually offer it after underwriting.
If you have a medical condition, the better question is not:
Who is cheapest?
The better question is:
Which insurer is most likely to treat this fairly?
That’s where experience helps.
We regularly deal with underwriting queries involving medical history, GP reports, nurse medicals, exclusions, loadings, postponements, and previous declines.
If your case is complicated, don’t guess your way through it.
If you’re just researching, keep reading and compare your options.
If you’re ready to get advice, the easiest next step is to complete our short questionnaire.
We’ll review your details and come back with a recommendation based on your situation, not just the cheapest number on a screen.
Want straight advice without the sales pitch?
Complete the questionnaire and I’ll send you a personal recommendation based on your family, budget, health history, and the type of cover you need.
Written by Nick McGowan, QFA RPA APA
Nick is a qualified financial advisor and founder of Lion.ie, a multi-agency Irish life insurance and income protection brokerage based in Tullamore. He’s been helping people secure fair, transparent cover for over 15 years and was named Protection Broker of the Year 2022.
If you’d like straight answers without the sales pitch, learn more about Nick here.
057 93 20836
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As Ireland's leading life insurance broker, we specialise in comparing the rates and policies from the top five Irish life insurance providers and offering the very best value quotes to suit the individual needs of our clients. Our expertise lies in finding a suitable insurance plan for those with specific needs, be it a particular illness, occupation or claim history, we've got you covered in every sense!
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