Our Mission
CriticalIQ exists to give every UK financial adviser the same depth of policy intelligence that the largest networks have. We track every critical illness, life cover, and income protection policy on the market — every condition, every definition, every change — and make it available in a single, free-to-use comparison tool.
What We Do
We maintain the UK's most comprehensive protection comparison database:
- 27+ providers — every major UK insurer, from Aviva to Zurich
- 182 tracked conditions — the full ABI+ framework and beyond
- 640+ historical policies — compare any policy from the past 15 years
- Daily updates — every definition change tracked in the Change Log
- IQ scoring — objective policy quality scoring across all conditions
- CI, Life, and IP — critical illness, life cover, and income protection
Who We Are
CriticalIQ is built by Croi Digital & Design, a UK-based sole trader. We are not a regulated firm, not an insurer, and not a broker. We are a technology company that builds better comparison tools for the advice profession.
Why It's Free
We believe the best comparison should be the most accessible. There is no subscription, no paywall, no hidden charge. The tool is funded independently — we earn nothing from which insurer you recommend. Our only goal is to help you find the right policy for your client, every time.