HSL Assured: Innovation in Insurance

An innovative medical first approach to health and life insurance.

On average we save £7,474 over the course of the average key person policy term.

Why we are different

hsl assured

Eliminate barriers to obtaining health and life insurance by managing the complete customer journey. We mitigate health risks and identify the most competitive insurer based upon on your precise medical profile not basic indicative quotes.

Other Brokers

Mostly act like a comparison website  and hand you over directly to deal with an insurer based upon speculative indicative quotes not your precise medical profile.

Managing the complete customer journey.

Protecting your business and family

HSL Assured is an comprehensive, family-run, FCA regulated insurance brokerage with over 40 years of combined financial services experience.

Each member of the HSL team brings a unique experience to the company, whether that be decades of financial services experience, the military, creative arts, teaching or straight from university.

All of these life experiences conspire to create a company esprit de corps that drives innovation, integrity and the desire to find our clients the cover that best suits their needs. As a family business we know first-hand the importance of protecting your family and your business.

Leadership Team

Dennis, Co-Founder

Dennis is the co-founder of HSL Assured and is a survivor of aggressive prostate cancer. This experience coupled with a critical illness insurance payout led him to self-financing Healthscanlife and HSL Assured to highlight the link between early health detection and insurance. Dennis’s long career in insurance started as an underwriter with ANP in his native New Zealand, before joining J Rothschild Assurance (now St James’s Place). Dennis was one of the first principle partners and specialised in selling share purchase and keyman insurance to SMEs. Dennis’s primary role is business development as well as identifying new commercial ventures.

Wes, Corporate Adviser

Wes is the newest member of the HSL team after joining the firm in early 2016. Wes brings a wealth of knowledge to the team following his 12 years’ experience working within the insurance market both in the US and the UK. His career in insurance has seen him work with HNW individuals and families to working with corporates and SME’s. Wes has a varied book of clients spread across the UK, however his main focus is working with London’s leading and best known architectural firms.

Dom, Corporate Adviser

Dominic (Dom) joined HSL Assured at the back end of 2011. His particular focus is on advising Tech and Biotech businesses as well as SMEs. After Dom’s father, Dennis Guise, was diagnosed with cancer his outlook on life changed. It was this experience that has given Dom the passion to advise businesses and investors on the impact of a critical illness, and how the worst financial and emotional outcome can be avoided or overcome.

Deborah, Director

Deborah (Deb) has worked in the financial services industry for over 30 years and has worked with Abbey National, Henderson (now Henderson Global Investors) and St James’s Place, before co-founding HSL Assured with her brother Dennis in 2011. Deb’s principle role is to ensure HSL Assured’s professional standards are maintained throughout the business, with a particular focus on compliance. Deb is passionate about HSL and truly believes it to be a unique, client-focused business underpinned by integrity and service.

HSL Assured partners with a distinguished list of both trusted healthcare providers and well established insurance companies.

Deals, news and key facts you need to know.

Rayner Surgical Group (Phoenix Equity Partners)

Rayner Surgical Group (Phoenix Equity Partners)

HSL brokered the key person insurance.

On average we save £7,474 over the course of the average key person policy term
Koh thai Tapas (Alcuin Capital)

Koh thai Tapas (Alcuin Capital)

HSL brokered the key person insurance.

The average age of a critical illness claimant is 48 years old
Dovetail Games (Alcuin Capital)

Dovetail Games (Alcuin Capital)

HSL brokered the key person insurance.

Through medical first a 1/3 of key personnel screened were identified as having a health risk.
Air Charter Service (Alcuin Capital)

Air Charter Service (Alcuin Capital)

HSL brokered the key person insurance.

IHT receipts in 2015-16 were £4,673 million: 22% higher than in 2014-15.
Cuts ice (LDC)

Cuts ice (LDC)

HSL brokered the key person insurance.

4 in 5 cancer patients are hit with an average cost of £570 a month as a result of their illness.
Autins Group (IPO)

Autins Group (IPO)

HSL brokered the key person insurance.

This year the Government took a record £4.6bn in tax from estates. This is almost double the £2.4bn taken in 2009-10.

On clicking the above links you will leave the regulated site of HSL Assured Ltd. Neither HSL Assured Ltd, nor Sesame Ltd, is responsible for the accuracy of the information contained within the linked site.

Client testimonials.

Peter Ibbetson, Chairman of Small Business Banking RBS

“As a 60 year old with type 2 diabetes I assumed I’d be penalised, as has been the case with previous insurance applications. Yet HSL delivered cover for me at rates that suggested I was a fully fit 40 year old.  They were empathetic, efficient and professional.”

Stephen Moss CBE, Chairman of Bibendum Wines and Springboard Charity

“I have found HSL Assured to be extremely professional – they really understand their area of the insurance market and what I liked was their ability to think outside the box and find solutions that worked well commercially as well as delivering the required cover.”

Andrew Harting, CEO, HWM Aston Martin

“HSL provides an end to end custom life assurance solution.  From establishing the right product, arranging health checks, testing the market and delivering the right product at an attractive price, they offered a courteous, discreet and competitive service.”

Michael Simmonds, Partner, Risk Capital Partners

“We use HSL because they take control of the process. We are most likely to get the lowest premium and stand the best chance of covering specific risks. They are a professional agency and earn their fee.”

Simon Holmes, Golf coach to Major Champions and with 50 tour victories

“HSL's insurance advice has saved me £500 per month and I now have better cover for my family. My existing advisor wholeheartedly approved HSL Assured’s recommendations for life, critical illness and PMI insurance for my wife and myself.”

Get in touch to arrange a time we can visit.


0203 468 8911


40 Gracechurch Street, London, EC3V 0BT