About Us

About That’s Family Finance

We are That’s Family Finance — an FCA authorised protection insurance specialist helping families and individuals across the UK take control of their financial future. Finance can be complicated, full of jargon, and outright overwhelming. We cut through the noise, do the hard work, and put the right financial safeguards in place — so you can sleep at night knowing your family is protected.

FCA Regulated|FCA No. 1055079|Independent & Whole-of-Market|Family Protection Specialists|Est. August 2019|Verify on FCA Register

What we do

We specialise in protection insurance — life insurance, critical illness cover, income protection, family income benefit, and mortgage protection. We are a whole-of-market broker, which means we search every insurer to find the right policy for your family — not just the ones we have a commercial relationship with.

We also introduce clients to independently authorised and regulated specialists for mortgages, pensions, equity release, and financial planning. We do not provide mortgage or pension advice directly. All introductions are made to separately authorised and regulated firms.

Quick facts
  • Whole of market — we find the right fit
  • FCA authorised and regulated
  • No fees to you — we are paid by insurers
  • UK-wide service
  • Free trust guidance included
  • Family-focused, jargon-free advice
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Free Trust Service — Included for Every Client

Placing your life insurance policy in trust ensures any payout reaches your family quickly and free of inheritance tax. We provide free trust guidance to every client we work with, as standard. No hidden fees, no extra appointments.

Find out about our free trust service

Who we are

That’s Family Finance is a trading style of RB Ame Ltd, authorised and regulated by the Financial Conduct Authority. We were established in August 2019 with one goal: to make family protection simple, honest, and accessible.

We work for you — not the insurers. Our job is to understand your situation, explain your options in plain English, and make sure the cover you put in place actually protects what matters most. There is no jargon. No pressure. Just honest, expert guidance from people who genuinely care about your family’s financial wellbeing.

FCA RegulatedRB Ame Ltd is authorised and regulated by the Financial Conduct Authority (FRN 1055079).
Whole of MarketWe search every insurer — comparing not just price but policy definitions and cover quality.
No Fees to YouWe are paid by the insurer when you take out a policy. There is no charge to you for our advice.
UK-Wide ServiceWe help families across the whole of the UK — from London to Edinburgh and everywhere in between.
Genuinely Family-FocusedWe take the time to understand your situation properly, not just tick boxes.
No Pressure, EverWe explain your options clearly and let you decide what feels right for your family.
Talk to Us — No Obligation

Our protection services

Life InsurancePays a lump sum to your family if you die — clearing your mortgage and replacing your income. Critical Illness CoverPays a tax-free lump sum on diagnosis of a serious illness — while you are still alive. Income ProtectionReplaces a portion of your income if you are unable to work due to illness or injury. Family Income BenefitA monthly income for your family rather than a lump sum — often more practical for day-to-day costs. Mortgage ProtectionEnsures your mortgage is covered if you die or are diagnosed with a serious illness. Free Trust GuidanceMake sure your life insurance reaches your family quickly and free of inheritance tax.
That’s Family Finance is a trading style of RB Ame Ltd, authorised and regulated by the Financial Conduct Authority (FRN 1055079). Registered in England and Wales. Protection insurance advice is provided directly by RB Ame Ltd. Mortgage, pension, and other financial introductions are made to separately authorised and regulated firms. Your home may be repossessed if you do not keep up repayments on your mortgage.