It's good to see you again

Those of a certain age may remember our name.
Guardian was established in 1821.

However, we've changed our appearance since we last met. We've adopted a new look for a new era - one that reflects our intention to continuously rethink and reinvent protection for the better.

The Guardian Brand

Guardian is a famous name in life assurance with a long history. We're bringing this 197-year-old insurance brand back to life.

1821

The company was originally established as Guardian Fire & Life, offering fire and life insurance.

Guardian Fire & Life was renamed the Guardian Assurance Company to reflect a now wider range of insurance cover.

1902

The Guardian Assurance Company acquired the Union Insurance Society of Canton Ltd.

1967

The Guardian Assurance Company merged with Royal Exchange Assurance to form Guardian Royal Assurance.

1968
1999

Guardian Royal Exchange was purchased by AXA. By now, the company had £10 billion of assets and a million policyholders. AXA then sold the life and pensions business to AEGON UK later in the year.

The Guardian Assurance and Guardian brands were acquired by Admin Re, closed to new business and rebranded. By this time, Guardian had become the UK's largest privately owned life insurance company. It had £20 billion of assets and managed 900,000 policies.

2016

Gryphon Group Holdings raised £180 million in funding to bring the Guardian brand back to life and protect more families.

The new business is owned by Punter Southall Group, Leadenhall Capital Partners and the Gryphon Group Management Team.

2018

Our Ambition

We may have a new logo, but one thing hasn't changed.

We still believe that nothing is more precious than those we love. However, because of a lack of trust and awareness, too few people protect themselves and their families from the financial consequences of illness and death.

Working with advisers, we mean to change that. So we've re-entered the UK protection market with a single ambition:

For every family to have protection that they truly believe in.

Our Promise

Life. made better.

We aim to make life better for everyone: Our customers' lives will be made better for knowing that they, and their dependants, have cover specially designed to never let them down.

And advisers' lives will be made better for knowing that working with us will be effortless, and that our policies will help them give the very best advice.

We're committed to providing fairer, clearer policies that give families the certainty they deserve.

Simon Davis

Chief Executive Officer

Our People

We live and breathe life.

At Guardian, protection is our passion. Many of us have worked in the industry for decades. It’s this experience that helps us understand what ‘better’ should look like and inspires us to help as many people as possible to protect their families.