Independent · Whole-of-Market · Liverpool and Chester

Critical illness cover and income protection advice

First Equitable arranges critical illness cover, income protection and private medical insurance for individuals, families and company directors. Critical illness cover pays a tax free lump sum on diagnosis of a serious illness, and income protection replaces part of your salary if you cannot work. Because we are independent, we compare policies and their definitions across the whole market, and we handle the application with you so the cover you buy is cover that pays out.

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FCA Regulated

Chartered Expertise in Our Team

Whole of Market

5-Star Rated

Transparent Fees

First Equitable protection advice at a glance

First Equitable is an independent, whole of market firm of financial advisers, authorised and regulated by the Financial Conduct Authority under firm reference number 782577, with Chartered expertise within the team.
Location: 3rd Floor, 14 Castle Street, Liverpool L2 0NE and Bridgegate House, 5 Bridgegate, Chester CH1 1SA, advising clients across the UK
Advice type: independent and whole of market, recommendations from across the insurers rather than one provider
Specialisms: critical illness cover, income protection, life cover and private medical insurance, including cover for company directors
Credentials: FCA regulated, firm reference number 782577, a named adviser on every case
Getting started: a free initial consultation at our cost, with no obligation to proceed

The cover we arrange

Most people who need one of these should think about the others too. We look at them together.

Critical illness cover

A tax free lump sum if you are diagnosed with a condition the policy covers. Often used to clear a mortgage or buy time to adjust, and the definitions differ more between insurers than the prices do.

Income protection

A monthly income if illness or injury stops you working, paid until you return or the policy ends. We match the waiting period to your sick pay, which makes a real difference to the premium.

Private medical insurance

Faster access to diagnosis and treatment, with a choice over where and when. We compare hospital lists, excesses and underwriting options so you are not paying for cover you will never use.

Cover for directors

Personal policies, and cover paid for by your company such as executive income protection and relevant life cover, which can be a more tax efficient way for a business to protect the people who run it.

How we help you get the right cover

1. Work out what you actually need. We look at your income, your mortgage, your family and any cover you already have through work, so you only pay for the gap.

2. Compare the whole market. We compare policy definitions and exclusions as well as price, because the cheapest policy is often cheaper because it covers less.

3. Get the application right. Most declined claims come down to information missed on the application. We take you through it carefully so that does not happen.

4. Put life cover in trust. Where it applies, we set it up so any payout reaches your family quickly and sits outside your estate.

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Do insurers actually pay out

The belief that insurers look for ways not to pay is the most common reason people go without cover, and the industry’s own figures say otherwise. In 2025, 97.9% of protection claims were paid, totalling £7.84 billion. Individual critical illness claims averaged £67,000, with cancer behind 65% of them. Income protection claims averaged £10,700, and mental health made up around 19% of those claims by value.

97.9%

of protection claims paid in 2025

£7.84bn

paid out, about £21.5 million a day

£67,000

average critical illness payout

£10,700

average income protection claim

Critical illness, income protection and private medical cover compared

  Critical illness Income protection Private medical
Pays A one off tax free lump sum A monthly income The cost of private treatment
When On diagnosis of a listed condition When you cannot work, after a waiting period When you need eligible treatment
Best for Clearing debt or funding a change in how you live Replacing the wage that pays the bills Speed and choice of treatment
If you can only afford one, income protection usually matters most, because it replaces the thing most households depend on every month.
financial adviser for business owners

How we are paid for protection advice

Your first consultation is free and at our cost. On protection we may receive commission from the insurer when a policy starts, unless you would rather agree a fixed fee instead. Either way it is set out in writing before anything is arranged. Commission never decides which insurer we recommend, because we are independent and compare the whole market. On investments and pensions we work on a fee basis only.

The full breakdown is on our charges page.

Regulated advice you can check

First Equitable (UK) Ltd is authorised and regulated by the Financial Conduct Authority, firm reference number 782577, company number 09910371. You can check us on the Financial Services Register and you have access to the Financial Ombudsman Service. More on our our regulation page.

Cover is subject to the terms, conditions and exclusions of each policy. Policies have no cash value and cover ends if premiums stop.

Critical illness and income protection FAQs

Do I need critical illness cover?
It depends on what would happen financially if you were seriously ill. If a lump sum would clear your mortgage or buy you time, it does a real job. If your bigger worry is replacing your wage, income protection usually does more.
What is the difference between critical illness cover and income protection?
Critical illness cover pays a one off tax free lump sum on diagnosis of a listed condition. Income protection pays a monthly income while you are unable to work. One replaces capital, the other replaces earnings.
Do insurers actually pay out?
In the large majority of cases, yes. Association of British Insurers figures show 97.9% of protection claims were paid in 2025, totalling £7.84 billion.
Can I get cover with an existing health condition?
Often yes, sometimes with an exclusion or a higher premium. Insurers treat the same condition very differently, which is why comparing the whole market matters.
Should my life cover be written in trust?
Usually yes. A trust means the payout goes straight to the people you choose and normally sits outside your estate for inheritance tax. It is simple to set up at the start and harder to fix later.

Find out what cover you actually need

The first conversation is free, at our cost, and there is no obligation to go further. We will tell you if you do not need cover as readily as if you do.
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