Advisers Archives

Primis Mortgage Network adds Uinsure sole tie option for advisers to significantly simplify GI journey

15/07/2026

Primis Mortgage Network has added a sole tie option with Uinsure, giving adviser firms the choice to consolidate their general insurance proposition with a single, technology-driven partner.

For Primis, the move reflects a clear focus on making insurance a consistent part of the adviser and client journey and on giving its firms the right infrastructure to make that happen at scale.

Uinsure’s integration with Mortgage Brain, Primis’s CRM partner, enables a significantly streamlined experience, reducing duplication and making it easier to embed insurance without additional data input.

Firms will also be able to access competitive pricing from Uinsure’s panel of leading UK insurers, delivering a simpler process without compromising on the breadth and competitiveness of multi-insurer pricing.

In addition, advisers who prefer a referral model can also easily do so through Uinsure too, meaning every adviser has a way to engage with insurance in a way that suits how they work.

Phil Carr, Director of Intermediary, at Uinsure, said: “The mortgage moment remains the most powerful opportunity for insurance – where client need and intent are at their highest. Firms that capitalise on it consistently are the ones that deepen client relationships and build a genuinely rounded value proposition.

“Primis has been clear about what their adviser firms need to grow, and we’re proud to be the partner they’ve chosen to make it happen. This will enable a more streamlined, repeatable and scalable process for its firms, and is exactly the kind of forward-thinking partnership that drives the market forward.”

Craig Hall, Director of Strategic Partnerships at LSL Financial Services said: “The addition of a sole tie option with Uinsure reflects Primis’s commitment to giving its adviser firms the tools and partnerships they need to grow.

“Advisers want to offer general insurance, but it can feel like another thing to manage on top of an already busy process. Uinsure’s integration with our new CRM partner Mortgage Brain will help make the GI journey more straightforward for advisers, simplifying the quote and apply process and helping them offer their customers competitive cover.

“Uinsure’s panel-based approach means firms can access that simplicity without compromising on competitiveness. That, alongside its track record of innovation, made them the clear choice.”

The evolution of simplicity: how insurance is moving from ease of use to ease of experience

01/01/2025

For years, the insurance industry, including us here at Uinsure, has defined simplification as reducing friction: fewer questions, quicker quotes and shorter journeys.

But as customer expectations evolve, that definition no longer goes far enough. In the digital age, true simplicity is not about asking people to come to you through an easier process, it’s about meeting them where they already are.

Insurance must live where customers already are

Modern consumers manage their financial lives across trusted digital ecosystems such as banking apps, mortgage platforms and membership portals. They expect services to appear in context, not as separate tasks.

In this environment, simplifying the customer journey means embedding insurance directly into those existing spaces and making it feel like a natural extension of everyday life rather than a new interaction to navigate.

Since the FCA’s pricing reforms took effect, renewal prices have aligned with new business rates and customers now switch less often. Even so, they still want confidence that their cover remains fair and competitive.

From one-time purchase to continuous assurance

Embedding insurance into trusted digital journeys solves the “where” of simplicity. The next step is improving the “when”, for example making sure customers receive the right reassurance at the right moments throughout the life of their policy.

As mortgage and insurance journeys become more data-enabled, advisers and distributors gain clearer opportunities to engage at meaningful points. Open finance is one development that could accelerate this direction of travel by making key customer information more portable and easier to act on in a secure, permissioned way.

The new meaning of simplicity

Delivering this evolution of simplicity relies on collaboration. Insurers, intermediaries and technology partners need shared infrastructure and consistent data standards to create experiences that feel connected and coherent.

At Uinsure, we see technology as the connective tissue that links these worlds and allows each party to focus on what they do best.

Simplification has always been the goal but its meaning and delivery are evolving. Ease of use is no longer enough.

Customers now expect ease of experience and expect it within the ecosystems they already trust. The organisations that embrace this shift will define what simplicity means in the decade ahead.