Our Story

LifeDirect launched back in 2005, as a way for New Zealanders to compare insurance prices and policies. Transparently, online, and without hassle or pressure.

Why did LifeDirect start?

The idea behind LifeDirect was simple. We saw the good that insurance does, providing money when people need it most. But the process of comparing and starting insurance was difficult and antiquated. We wanted to give people an easier, simpler way to compare insurance and clear up the confusion that was involved with this important life decision.

What do you do differently?

Our core belief is that Kiwis deserve clear and straightforward choices when buying insurance. Our job is to provide the information you need to make a good insurance choice. When it comes to insurance, the important things to consider are cost, policy quality, financial strength, and customer service. We compare policies across these areas as simply and transparently as we can.

Who owns it?

LifeDirect was owned by a group of private shareholders until September 2013, when it was purchased entirely by Trade Me.

In April 2020, LifeDirect was sold by Trade Me and is now owned by private shareholders again.

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