YAVIA collaborates with LifeSearch to deliver the UK’s first fully digital life insurance and trust journey

YAVIA has collaborated with LifeSearch and Trust Genie to deliver the UK’s first self-serve life insurance journey with an integrated digital trust solution. This collaboration introduces a fully digital way for customers to buy life insurance and complete a trust in a guided, mobile-first experience designed to simplify a traditionally complex process.

Customers purchasing life insurance through LifeSearch’s digital channel can now see their policy appear automatically in the app and begin the trust process within minutes. The experience replaces paperwork and manual steps with a clear, connected and intuitive journey that improves customer understanding and helps ensure stronger outcomes for their beneficiaries.

YAVIA provides the engagement layer linking LifeSearch and Trust Genie, enabling personalised communication and a smooth, fully digital trust journey.

YAVIA Founder, Joanne Cole said:
“YAVIA is already powering digital engagement for advisers across the UK, and we are excited to bring that same proven technology to LifeSearch and Trust Genie.”

“Together, we are enabling a modern, intuitive trust journey that delivers better customer outcomes, creating a more educated and engaged customer who understands the importance of their policy and recognises the value of protecting their money through the trust process.”

Debbie Kennedy, Chief Executive at LifeSearch, said:
“At LifeSearch our purpose has always been focused on the customer – to protect people properly. That is why we are passionate about educating customers beyond the sale of a policy, whether that’s through an advised or a self-serve journey. By guiding all of our customers to put their life insurance into trust, we can help ensure the right money reaches the right people at the right time, avoiding unnecessary delays and tax exposure.”

“This market-first digital solution for online self-serve journeys shows our commitment to innovation and investment in our customers. By partnering with Trust Genie and YAVIA, we’re combining technological excellence with genuine customer care. Being first to market with this solution demonstrates our technology credentials and our determination to drive meaningful change across the protection industry.”

Neil Glover, Chief Commercial Officer at Trust Genie, said:
“We’re incredibly proud of Trust Genie. It’s accepted by all major insurers, delivers over 90% completion and, most importantly, aligns with the outcomes and personal motivations behind a client’s decision to purchase protection.”

“A trust is the starting point, but good outcomes rely on connecting the client and their adviser with the insurer who will deliver the benefit, and the trustees who may one day need to act. We built Genie to do exactly that, synchronising logic, dynamic forms and bounded AI to create a safe, compliant and personalised journey.”

“We’re grateful to the insurers, particularly their trust and legal teams, for the time and expertise they shared, and to LifeSearch for insights in shaping such a strong customer experience.”

This collaboration marks a significant milestone for the UK protection industry. By combining advanced trust technology, a leading digital protection provider and a dedicated engagement platform, the launch establishes a new standard for clarity, accessibility and customer confidence in digital protection journeys.

To find out more about Symvan Capital’s portfolio company YAVIA, visit their website.