Recent entrants to the life assurance market have sought to shake it up and address the shortcomings of big players. A new entrant, Indie, is no exception. Indie is the latest direct life assurer to offer online quotes and applications for cover and joins the likes of 1Life, Instant Life and Last year, Simply Financial Services, which offers life, disability and funeral benefits for people and small businesses, entered the market, and Investec launched a suite of products tailor-made for the bank's clients on its One Place platform. It was seven years ago that BrightRock first challenged the status quo with policies designed to adapt to one's changing needs for life and disability cover. Indie, backed by Sanlam, hopes to corner a share of the competitive life, income protection and severe illness policy space by offering "competitively priced" customised life and disability cover online in under 10 minutes, with the incentive of a linked investment account. Indie CEO Pete...

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