Our group’s award-winning brands

As a group, our customers come first no matter where they are in the world. That's why we always strive to put their needs, and those of their loved ones, at the heart of everything we do. Our customers can have peace of mind that Direct Cover is part of a global network whose brands have been chosen by over 500,000 customers globally and are rated 'Excellent' by thousands of customers on Trustpilot.¹ Have a look at some of the awards and ratings that have been earned by our group’s other brands – British Seniors, Cover Direct, Cover Today, Seniors Choice and Smart Insurance.

Trustpilot Rating

Trustpilot’s Trustscore is the overall measurement of reviewer satisfaction, based on Trustpilot reviews. An “Excellent” rating is the highest rating you can receive on Trustpilot.

British Seniors, Cover Direct, Cover Today, Dignity Insurance, Direct Cover, Golden Insurance, Seniors Choice and Smart Insurance all have “Excellent” ratings (2025).

10 Years of Excellence award – Feefo

The 10 Years of Excellence Award is given only to companies that deliver time and time again for their customers – for 10 years in a row.

British Seniors and Smart Insurance have the 10 Years of Excellence Award (2024).

Platinum Trusted Service Award – Feefo

Feefo’s Platinum Trusted Service Award is awarded to businesses that have won a Gold Trusted Service Award for three consecutive years.

British Seniors and Smart Insurance have the Platinum Trusted Service Award (2025).

Gold Trusted Service Award – Feefo

Feefo’s Gold Trusted Service Award is awarded to businesses that have collected 50+ reviews between January and December of the same year, and have a service rating above 4.5.

British Seniors, Smart Insurance, Cover Direct and Seniors Choice all have the Gold Trusted Service Award (2025).

Google Reviews

Google reviews are based on customer feedback. A high Google rating signals a business’s excellent service and customer satisfaction.

British Seniors and Cover Today rated “4.9”, Smart Insurance and Golden Insurance rated "4.8", Seniors Choice rated at "4.7", Cover Direct rated at "4.5" and Direct Cover rated “4.3” (2025).

Gold Ribbon, Ranked 1st in the Market - Fairer Finance

Fairer Finance awards Bronze, Silver and Gold ribbons based on the results of unique customer experience ratings. The companies at the top qualify for Fairer Finance’s 1st Place Gold ribbons.

Smart Insurance (2023).

Best Life Insurer 2023 - The Times Money Mentor 

These awards are given to the best financial services providers in the industry, as decided by a panel of judges and/or readers’ votes.

Smart Insurance (2023).

Best Life Insurance Provider (Over 50’s) - What Mortgage

This is awarded to the “Best Life Insurance Provider” in the Over 50s category, as voted for by What Mortgage readers.

British Seniors (2024, 2025).

Best Over 50s Life Insurance 2023/24 - Personal Finance awards

The “Best Over 50s Life Insurance” award is based on customer voting. The Personal Finance Awards are recognised as a benchmark for excellence in the UK’s consumer finance market.

British Seniors (2024).

Why Choose Direct Cover Life Insurance?

Get up to $1.5 million life insurance benefit paid to your loved ones (depending on your age when you apply). It can be a simple way to help protect the financial future of the ones you care about most.²
Get a 100% early pay out of your life insurance benefit amount if you are diagnosed with a Terminal Illness.³ This can help with covering medical expenses or spending time with loved ones.
Straightforward claims – Our claims process is designed to be simple, and our Australian-based claims specialists are on hand to help your loved ones with cover backed by an independent, Australian-owned insurer.
Immediate Cover – You're covered from day one for death and terminal illness.²
Australian residents aged 18-70 can apply with no medical exams, blood tests or complicated forms, simply answer some health and lifestyle questions, and you're all set. You can arrange everything over the phone.

Guides

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Ready to get some peace of mind? Direct Cover can help you to protect the life you’ve built for your loved ones, today.

1

Direct Cover is a trading name of Neilson Financial Services Pty Ltd (Neilson) ABN 52 668 314 896, AFSL 552284. Neilson is part of the Neilson group of companies whose brands have been chosen to protect over 500,000 customers worldwide and have been rated ‘Excellent’ on Trustpilot, an online platform for consumers to review businesses. For more ratings information, see https://www.directcover.com.au/awards-and-recognition.

2

From $100,000 up to $1,500,000 of cover available (depending on your age). The benefit amount will not be paid if you die or are diagnosed with a Terminal Illness³ as a result of an intentional self-inflicted injury or attempted suicide that occurred before the policy commencement date or within the first 13 months of the policy commencement date. Refer to the Product Disclosure Statement for full details.

3

Terminal Illness is as defined in the Product Disclosure Statement. Upon payment of a Terminal Illness claim, the policy and cover will end.

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