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If an insurer, broker, adviser or other seller recommended cover that was unsuitable, failed to explain an important exclusion, or sold you a policy you could not use, make a formal complaint to the business connected with the sale. Gather the policy and sales evidence, explain the financial impact, and ask for a specific remedy. If the business has not sent a final response within eight weeks, or its answer is unsatisfactory, you may be able to take the complaint to the Financial Ombudsman Service (FOS), subject to eligibility and case-specific time limits.
This is a UK guide. Complaint routes, deadlines and compensation rules differ in other countries.
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What counts as a mis-sold insurance policy?
There is no automatic finding simply because a claim was rejected or a policy turned out to be poor value. FOS assesses the sale as a whole: who sold the policy, whether advice was given, what information was supplied, the policy’s exclusions and eligibility rules, and what you would probably have done if the material facts had been explained clearly.
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Examples that can justify a complaint
- You were not told about a significant exclusion or did not receive a clear explanation of how it operated.
- You were not told what medical, employment, property or other information had to be disclosed.
- You were ineligible for the policy, or the seller should reasonably have identified that you could not use the cover.
- You were told the policy covered more than it actually did.
- The policy did not match your needs or circumstances.
For an advised sale, FOS says the adviser or business has responsibility to ensure that the policy is right for you. For a non-advised sale, you should still receive information that is clear, fair and not misleading so you can decide whether the policy suits you.
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Why the sale route matters
Identify whether the policy was sold by the insurer, an insurance broker, an independent financial adviser, a bank, a retailer or another intermediary. The responsible business may differ from the company that later handled your claim. FOS considers evidence from you, the business and relevant third parties, so naming the correct seller is an important first step.
First, separate a mis-sale from a claim dispute
A declined claim does not by itself prove that the policy was mis-sold. The insurer may have applied a valid term that was adequately disclosed. Conversely, a rejected claim can reveal that an exclusion or eligibility condition was not explained at the point of sale.
In travel insurance, for example, FOS may consider the claim complaint first and then examine whether the sale was misleading or whether you were unaware of a relevant exclusion. Keep both issues distinct in your complaint: explain why the claim decision is wrong, if applicable, and separately explain what was missing or unsuitable about the original sale.
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Make a dated file, preferably with copies rather than originals. FOS looks at the contemporaneous record as well as your recollection.
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Documents to keep
- The policy schedule, full wording, endorsements, certificates and renewal documents.
- The application, fact-find, sales illustration, demands-and-needs statement or suitability report.
- Emails, letters, web-chat transcripts and screenshots of the sales journey.
- Notes of telephone or face-to-face conversations, including who spoke and when.
- Payment records showing premiums, fees, cancellations and refunds.
- Any claim form, medical evidence, loss assessment and claim-decision letter.
- Documents proving the fact that made the cover unsuitable, such as tenancy status, occupation, diagnosis, age, property use or previous insurance.
Write a clear account
Set out what you told the seller, what the seller asked, what was said or omitted, what you understood at the time and when you discovered the problem. Explain the practical consequence: premiums paid for unusable cover, a claim you could not make, the cost of alternative insurance, or another measurable loss. If a conversation is disputed, say why your recollection is reliable and identify any document that supports it.
Make a formal complaint to the business
Send the complaint to the business responsible for the sale, using its complaints address or online complaints process. Mark it “formal complaint about the sale of an insurance policy” and include the policy number and sale date.
Include these points
- Identify the policy, seller, purchase date and any later renewal or cancellation.
- Describe the advice, information or omission that made the sale unsuitable or misleading.
- Quote the relevant exclusion, eligibility condition or other policy wording and explain why it mattered.
- Attach or list your evidence and explain the loss or inconvenience caused.
- State the outcome you want, such as a review of the sale, cancellation, a premium refund, interest, consideration of a claim or another appropriate redress.
- Ask for a written final response explaining the decision and your right to refer the matter to FOS.
Keep proof of delivery and a copy of everything sent. Do not assume that cancelling a policy automatically resolves a historic mis-sale; say explicitly that you are complaining about how it was sold.
What happens after the complaint?
The business investigation
The business should review its sales records, calls, advice documents and policy terms. It may uphold the complaint, offer compensation, or reject it with reasons. Read the response carefully: an offer may address a claim but not the sale, or refund premiums without dealing with another loss.
The eight-week point and FOS referral
If the business has not sent a final response within eight weeks, or you are unhappy with its final response, you can usually take an eligible complaint to FOS. Check the current FOS rules and the deadlines stated in the final-response letter; time limits can depend on the type of complaint and when you became aware of the issue. Send FOS the complaint, response, policy documents and a concise chronology. FOS is independent and can ask both sides for further information before reaching a decision.
Choosing direct action or paid help
GOV.UK states that claiming compensation directly from a financial business is free and that you do not need a claims-management company. A paid representative is optional. Before signing, obtain its fee structure, cancellation terms and authority to act, and check its regulatory status. The Financial Conduct Authority cannot order a claims-management company to compensate you for poor service; complaints about that company follow the route explained by GOV.UK.
Possible compensation and other remedies
There is no standard “mis-selling refund”. FOS aims to put you, as far as practical, in the position you would have been in had the sale been suitable and properly explained.
Remedies that may be considered
- Cancellation and repayment of premiums from the beginning where you would not have bought the policy.
- A premium refund with interest, sometimes after deducting tax that is properly due.
- Compensation equivalent to premiums paid where a broker or adviser received them for unsuitable cover.
- Consideration of a claim that should have been covered, if the policy had been sold appropriately or the relevant fact explained.
- An adjustment reflecting the cost of suitable alternative insurance, putting you broadly in the position you would have occupied with the right cover.
- Compensation for distress or inconvenience in cases where the evidence supports it.
The outcome turns on the likely alternative decision. FOS business guidance describes this counterfactual: if you would still have bought the same policy, a payment may not be due; if you would have bought no policy, a refund with interest may be appropriate; and if you would have bought different cover, the business may need to account for the difference or resulting loss. These are possible approaches, not guaranteed calculations.
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Examples of issues by policy type
Home-emergency insurance
A private tenant may not need cover for a repair that is normally the landlord’s responsibility. Selling such cover without checking the tenancy or explaining the responsibility can raise a suitability issue. The facts of the tenancy, advice given and wording still determine the result.
Landlord and homeowner policies
A landlord who bought a policy designed for private homeowners may have been sold unsuitable cover if the seller knew, or should have established, that the property was let. A claim failure alone is not enough; the sale records and property use are central.
Medical, dental and travel insurance
Pre-existing conditions, disclosure questions and exclusions can be decisive. Show exactly what you disclosed and how the question was presented. For travel insurance, distinguish a complaint that the insurer wrongly declined a claim from a complaint that the policy was sold without explaining the exclusion that caused the decline.
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Special rules for historic PPI complaints
Do not apply the PPI deadline to every insurance product. FOS guidance gives 29 August 2019 as the general deadline for historic mis-sold PPI complaints. It identifies exceptions, including policies sold after 29 August 2017, complaints about an insurer turning down a claim, and exceptional circumstances that prevented a timely complaint. The PPI guidance page was marked updated 18 September 2026. Check the current rules and the dates and circumstances of your own case before relying on an exception.
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Common mistakes that weaken a complaint
- Complaining only that the claim was rejected, without explaining the sale problem.
- Using “mis-sold” as a label but not identifying the omitted fact, exclusion or eligibility failure.
- Sending no policy wording or evidence of what was said.
- Assuming every unsuitable policy merits a full premium refund.
- Missing the referral or response deadline in the business’s final letter.
- Paying a representative before comparing its fee with the likely value and complexity of the complaint.
A practical checklist
- Identify every business involved in selling the policy.
- Download or request the complete policy wording and sales file.
- Make a dated chronology of advice, disclosures, purchase, renewal and claim events.
- Pinpoint the exclusion, eligibility rule or mismatch that caused the problem.
- Calculate premiums and other losses, keeping figures and supporting records.
- Submit a formal written complaint and request a final response.
- Diary the eight-week date and any deadline in the final-response letter.
- Refer an eligible unresolved complaint to FOS with the complete evidence bundle.
When professional advice may help
You can complain yourself without paying anyone. Specialist legal or financial advice may nevertheless be useful where the loss is substantial, several sellers were involved, limitation issues are complicated, or the evidence is technical. Ask what work will be done, whether the fee is fixed or conditional, what happens if you withdraw, and whether the adviser is authorised. No representative can guarantee that FOS or the business will award compensation.
What to expect from the process
The strongest complaints connect three things: what a competent seller should have established or explained, what the policy actually required, and the decision you would probably have made with accurate information. Present that chain in documents and dates rather than relying on the outcome of a later claim. A complaint can succeed without proving deliberate wrongdoing, but it must show that the sale fell short and caused a financial or other loss recognised by the applicable rules.
Frequently Asked Questions
Can I complain if I have already cancelled the policy?
Yes. Cancellation does not remove a complaint about the original sale. Include the cancellation date, premiums paid and the reason the policy was unsuitable.
Can I complain about an insurer if a broker sold the policy?
Start with the business responsible for the sale and identify every intermediary. The evidence and the roles each business performed determine who should answer the complaint.
Does FOS charge consumers to refer a complaint?
The Financial Ombudsman Service is the UK route for eligible unresolved financial complaints; check its current consumer guidance for the applicable process and eligibility before referring your case.
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