Simple Life & Critical Cover

  • Cover against death and 8 serious illnesses.
  • Guaranteed acceptance for ages 18-55 in the UK.
  • Fixed price for the first 5 years.
  • No medical or lifestyle questions.
  • Free access to ESMI Rewards with over 1,000 savings from major UK retailers. Save an average of £400 a year.

From only £13.31 a month 

Benefits of ESMI’s Guaranteed Life and Critical Cover

Financial strength

We distribute our life cover in partnership with AmTrust at Lloyds, an AmTrust Financial Company. AmTrust were established in 1998 and have over 7,000 employes in 70 countries.


No medical exam or medical questions

Many insurers ask you lengthy medical questions, want to speak with your GP, and ask you to undergo a medical exam. We don’t ask for any of this with our insurance.


Guaranteed acceptance

We guarantee to accept you instantly online if you are age 18-55 and live in the United Kingdom. It’s that simple with ESMI.

Full and instant cover from day one

There are no waiting periods with ESMI. You are covered for the full amount as soon as your policy starts, even for accidental death or sudden illness.

You're In Safe Hands

We've provided cover for over 4,000 people since 2012.

Is having critical illness cover worth it?

We all know that Life Insurance is the most common way to support your loved ones after your death.

But what about the huge financial impact that a serious illness can have on you and your family? We don’t like to think about it, but it’s something we should consider.

Advances in medicine means that your chances of surviving a serious illness are better now than they have ever been. However, you may be left unable to work (probably unpaid) either in the short term or even for the rest of your working life.

You may need adjustments made to your home or even paid care, and both are costly. Even the expense of seemingly small things like trips to the pharmacy or hospital all add up.

Critical Illness cover can help pay for these costs as well as general living expenses. With a choice of benefit levels you can have the confidence that your finances will be less of a worry should you get a serious illness.

Our critical illness cover can be easily included with our life insurance, meaning that you are also covered in the event of your death.

If you’re not convinced that a Critical Illness policy is worth considering read these stats.

ESMI Life Cover Explained

How does ESMI insurance cover work image

So, how does ESMI Critical Illness Benefit work?


  • To apply for cover you must be aged 18 to 55 and permanently reside in the UK.
  • You’re covered from day one at the policy start date.
  • Choose between benefits of £25,000, £50,000, and £100,000.
  • Each level allows you to claim 50% of your benefit in the event of one of 8 serious illnesses.
  • The maximum you can apply for or receive if you are 56+ is £50,000, so please be aware your benefit will reduce once you reach the age of 56 if you opt for more.
  • The Critical Illness benefit renews up to your 62nd birthday.
  • The Life benefit renews up to your 69th birthday.
  • Your price is guaranteed to be fixed for 5 years.
  • Annually renewable policy and you’re free to cancel any time.

These are the critical illness conditions covered under this insurance;


  • Bacterial Meningitis
  • Cancer
  • Heart Attacks
  • Strokes
  • Coronary Artery Bypass-Grafts
  • Major Organ Transplant
  • Kidney Failure
  • Multiple Sclerosis

Please make sure you view the policy document for full details on limitations and definitions for each condition.

What happens if I have a pre-existing condition, will you accept me?


Yes, we will accept you for cover.

However, there is an exclusion for any claim that arises out of any medical condition that existed (including treatment, monitoring, referral, consultations or whilst undergoing tests) in the 3-year period prior to the start date of your policy.

This exclusion will not apply if you remain symptom-free and do not need to seek treatment or medical advice for a continuous period of 24 months.

If the cause of your death or critical illness is not deemed related to your condition when you come to claim, then your benefit will, of course, be paid. 

Want to know more about how this affects you? Click here to contact us.



We will not pay for any death claims caused directly or indirectly by:

i) suicide, attempted suicide or deliberate self-inflicted injury, regardless of the state of your medical health.

ii) as a result of alcohol or solvent abuse, or the taking of drugs except under the direction of a registered medical practitioner.

iii) nuclear contamination, biological contamination or chemical contamination, war (whether declared or not), an act of foreign enemy, invasion, civil war, riot, rebellion, insurrection, revolution, an overthrow of a legally constituted Government, explosions of war weapons or any event similar to one of those listed.

Please view the policy document for full information on exclusions.



Can’t find the answer to your question on this page? You can either:

Still Need Some Convincing?


"It’s not worth the extra money, stuff like that doesn’t happen to me."

Can you be so sure? Statistically, 1 in 2 people born after 1960 will be diagnosed with some form of cancer, and 50% of patients survive for at least a decade. So, there is an extremely high chance that you will suffer at the hands of at least one critical illness, but, there isn’t just one… there are many.


"I’m too young to worry about being critically ill at my age."

Sadly, no, you are not. As much as we wish this were true, no one is.

In the UK there are 100,000+ people living with Multiple Sclerosis alone (a disease that strikes early particularly from 20 to 30 years old), so even if you are under the age of 30 please get this thought out of your head!

Also… think honestly for a moment, if a child can get cancer or heart failure, then why can’t you?


"Critical Illness insurance costs too much. I’d rather just get life insurance as its cheaper."

Yes, Critical cover is more expensive, and for good reason: the chances of being critically ill are extremely high. Insurance prices are based on risk. The higher the risk the higher the price.

But, even still, with ESMI premiums starting from just over £12 (or £33.28 for over 50’s) it only costs about the same as the average mobile phone contract, even if you’re 50+.

You just need to ask yourself a stern question, which one is more important to you? Your phone… or your livelihood (and/or your family’s)?


"I don’t have any dependents, why should I bother buying it if I have no one to support?"

That may be the case, but what about your own cost of living, and do you have a plan in place for how you’ll cope financially if you suddenly couldn’t work?

Being ill sucks. So, why leave yourself exposed to added strain at a difficult time?

Having to worry about your finances, or even having to work when you should still be in recovery, just to keep the wolf away from the door… It’s not worth it when you’re that ill, trust us.

Don’t believe us? Just read this article.

Unlimited access to 1000+ loyalty rewards 

Absolutely free with your ESMI cover

All ESMI policyholders get unlimited access to our ESMI Rewards site with over 1,000 cash-back opportunities from over 150 of the UK’s favourite brands. 

Incorporate ESMI Rewards into your usual spending with ease, and you could see an average yearly saving of £400.

Save when you buy from your favourite brands

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Buy straightforward Life & Critical Illness Cover online from ESMI in less than 5 minutes.

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Why the penguins?

We think Penguins provide a great metaphor and mascot for protection insurance...

Penguins are extremely resilient animals (for obvious reasons ), and we believe that in many ways they are just like us! Here’s how;

  • They’re very sociable animals and live in large communities.
  • They often mate for life and are very family-focused. Once a bond is made they always support their partner and young through life’s “storms”.
  • They come in all shapes & sizes, and... like us... they have a habit of being a little mischievous and clumsy from time to time and often slip up on the path of life.

Plus – It’s impossible to look at a penguin and not smile