MetLife UK Boosts Distribution Reach via Novium Digital Sourcing Platform Integration

MetLife UK is broadening its distribution by integrating its EverydayProtect and MortgageSafe products into the Novium digital sourcing platform. For insurance brokers and financial advisers, this move simplifies the procurement of individual protection and mortgage cover, addressing a significant protection gap in the UK market where many mortgage holders remain underinsured against illness or injury.

What was announced

MetLife UK has integrated its individual protection portfolio into the Novium digital sourcing platform, effective 12 November. This expansion focuses on two flagship products: EverydayProtect and MortgageSafe. EverydayProtect is designed to provide financial support for customers who are injured in accidents or require UK hospital stays, offering tiered levels of protection to manage the financial impact of unexpected health events. MortgageSafe specifically targets mortgage repayment security, ensuring that monthly commitments are met if a policyholder is unable to work due to illness or injury.

The move to Novium provides financial advisers and intermediaries with a digital marketplace to compare these products against other market options. This digital milestone aims to improve the visibility of MetLife’s offerings at the point of advice, creating a more efficient workflow for intermediaries. The timing of the launch coincides with research from MetLife UK indicating a substantial protection gap in the British market. Data shows that 39% of mortgage holders currently lack any protection policies to cover their repayments during periods of incapacity. Furthermore, 28% of respondents reported having already experienced financial hardship or missed mortgage payments following an accident or illness, highlighting the demand for accessible, digitally-sourced protection products that can be tailored to individual risk profiles.

"We are thrilled to be expanding our distribution channels and deepening our digital footprint by making our flagship EverydayProtect and MortgageSafe products available through Novium. Ensuring our adviser partners have as many channels as possible to access our products is essential. "

Phil Jeynes, Head of Individual Protection at MetLife UK

The companies involved

MetLife UK operates as a prominent provider of individual protection and employee benefits within the British insurance market. The company is a subsidiary of MetLife Investments Limited and maintains a significant presence in the life and health sectors, focusing on products that mitigate the financial impact of unexpected life events. Its portfolio includes a range of accident and health insurance solutions, alongside group life and income protection for corporate clients. MetLife UK’s strategy frequently involves the development of niche protection products that address specific consumer vulnerabilities, such as hospitalisation and mortgage default risks.

Novium serves as a digital intermediary platform designed specifically for the financial advice sector. It functions as a sourcing tool that allows advisers to evaluate and compare various protection products in a streamlined digital environment. By acting as a bridge between carriers and intermediaries, platforms like Novium are increasingly central to the distribution strategies of major insurers looking to modernize their reach. The partnership reflects a broader industry trend where established carriers leverage third-party digital infrastructure to ensure their products are present during the critical comparison and recommendation phase of the advice process, moving away from traditional, siloed distribution methods toward more integrated, platform-based ecosystems.

What FF News has reported before

FF News has previously tracked MetLife UK’s efforts to engage with the intermediary community through value-added initiatives. In October 2024, the publication reported on the carrier’s launch of a community-focused incentive in MetLife UK Launches £10,000 Community Sports Fund for Protection Advisers. This initiative was designed to support local sports teams nominated by protection advisers, highlighting the company’s strategy of building brand loyalty and visibility within the broker network. While that move focused on community engagement and corporate social responsibility, the current integration with Novium represents a more technical shift in the company’s distribution strategy. Both actions, however, point toward a consistent effort by MetLife UK to strengthen its relationship with the advisers who serve as the primary gatekeepers for individual protection products in the UK market.

What this means from an insurtech perspective

This integration highlights the ongoing pressure on incumbent carriers to move beyond legacy distribution models and embrace platform-based ecosystems. For the UK protection market, the move signals that product quality alone is no longer sufficient; ease of access via digital sourcing tools is now a competitive necessity for carriers. By placing EverydayProtect and MortgageSafe on Novium, MetLife UK is directly challenging other protection providers for visibility on adviser screens. This shift places pressure on smaller MGAs and traditional insurers who lack the digital agility to integrate with third-party platforms. It also raises questions about how data from these platforms might eventually influence underwriting and pricing, as carriers gain clearer insights into how their products are compared and selected by intermediaries in real-time.