HSL Assured: Innovation in Insurance

An innovative medical first approach to health and life insurance.

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 a comprehensive, family-run, insurance brokerage with over 40 years of combined financial services experience.

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 Guise, 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.

Deborah Guise, 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.

Martin Gwilliam – Underwriting Consultant

Martin has 40 years’ experience in life and disability underwriting and claims environments in both the insurance and reinsurance markets in the UK and Australia. He brings considerable knowledge and experience on risk assessment aligned to product development and has joined HSL Assured as a consultant on underwriting and claims issues focused on maximising favorable outcomes for clients based on their health profiles. When not working Martin enjoys being on the golf course, is an avid rugby and cricket follower enjoys dog walking and is partial to the occasional glass of red.

Hannah Sharp – Office Manager

Hannah has been with HSL Assured since 2012. As well as providing support to the advisers, she also acts as a direct link between insurance underwriters, broker consultants and our vast medical network. When she is not planning her next trip abroad, Hannah can be found exploring London or at a dance class.

Fahmida Begum – Client Servicing

Fahmida has been with HSL since Summer 2019. She brings a wealth of experience from a diverse employment background including end of life care in the healthcare industry and management in the retail and property sectors. At HSL Fahmida is responsible for ensuring clients are serviced during the term of their policy as well as providing ongoing support for clients and the team. When not in the office Fahmida enjoys hiking, keeping active and takes a keen interest in fashion and beauty.

Dinesh Thakrar – Finance

Dinesh is a new member of the team at HSL and has worked as a management Accountant and Bookkeeper with a proven track record of success over 40 years in various industries including automotive (retail sales & drag racing), construction, real estate (management/lettings/refurbishment/development), financial services, gas importer, printing industry, nursing care and wholesale market sectors. Providing high-level strategic financial planning and management control to build consistently improving business financial performances.

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

Rayner Surgical Group (Phoenix Equity Partners)

HSL brokered the key person insurance.

More people insure their mobile phones and pets as opposed to covering themselves against a critical illness (FT Adviser, 2018)

Koh thai Tapas (Alcuin Capital)

HSL brokered the key person insurance.

More people insure their mobile phones and pets as opposed to covering themselves against a critical illness (FT Adviser, 2018)

Dovetail Games (Alcuin Capital)

HSL brokered the key person insurance.

One in two people born after 1960 in the UK will be diagnosed with some sort of cancer during their lifetime (Macmillan Cancer Support, 2019)

HSL brokered the key person insurance.

61.4% of critical illness claims paid in 2018 were for cancer (Aviva Claims Statistics, 2018)

Cuts ice (LDC)

HSL brokered the key person insurance.

An average of 460 people will lose their lives to cardiovascular disease every day. (British Heart Foundation, 2020)

Autins Group (IPO)

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. (Macmillan Cancer Support, 2019)

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.Get in touch to arrange a time we can visit.


0203 468 8911


40 Gracechurch Street, London, EC3V 0BT