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. 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.