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About us

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.

How come you sold the business to Trade Me?

Trade Me's core idea is to connect people and businesses, and provide them with the information and tools they need to undertake a transaction. This was exactly our philosophy with insurance - so it was the perfect fit.

What's your sloth mascot all about?

Simon the Sloth is a pretty smart chap. He doesn't want to cut corners, but he's always on the lookout for simpler, smarter ways to do things. So using LifeDirect to tick insurance off his to-do list is right up his alley.

That's enough from us. Your best guide to how we're doing is to have a look at what our customers have to say. Check out our live customer rating to see what other people think about the LifeDirect experience!