Our Best Price & Fair Value Guarantee
At Apex, we believe you shouldn't have to choose between the best advice and the lowest price. We are committed to providing you with the most competitive premiums in the UK market.
The Price Match Promise
If you receive a lower quote for an identical Income Protection policy from any other UK-regulated broker, we will match it. We achieve this by sacrificing a portion of our own commission to lower your monthly premium, ensuring you get the gold-standard advice you deserve at the lowest possible cost.
Why "Price" isn't the only "Value"
While we will match a cheaper quote, we encourage our clients to look at the total value of their cover. A "cheap" policy found on a comparison site often lacks the professional underwriting, claims support, and bespoke policy structuring that a specialist broker provides. When we arrange your cover, you aren't just buying a policy; you are securing a partner to fight your corner when you need to make a claim.
Terms, Conditions & Exclusions
To keep this guarantee sustainable and compliant with FCA "Fair Value" standards, the following conditions apply:
Identical Comparison
The quote must be for the exact same insurer, benefit amount, waiting (deferral) period, payout term, and definition of incapacity (e.g., "Own Occupation").
Evidence of Quote
You must provide a valid, written quote or a link to a live offer dated within the last 14 days.
Pre-Underwriting Rates
We match "standard" base rates. If a competitor's quote is lower simply because they have not yet accounted for your specific medical history or lifestyle (loadings), a direct match may not be possible until both insurers have provided a final decision.
Regulatory & Fair Value Limit
In accordance with FCA Consumer Duty, we reserve the right to decline a price match if the required commission sacrifice would prevent us from covering the operational costs of providing your advice. We will never compromise the quality of our service or our regulatory obligations to "win" a price comparison.
UK-Regulated Only
This offer applies only to quotes from brokers regulated by the Financial Conduct Authority (FCA).