Life Insurance is one of the first direct life investment company which was established with its own life insurance operating licence. Although Life Insurance is a wholly owned subsidiary of Liberty Holdings and one of its diversification businesses, the company operates on its own independent business model.’s direct approach provides an innovative methodology within the financial service arena which is designed to transform the manner in which people purchase health insurance, investments and life insurance products. The primary objective of is to be open and transparent in handling a subject matter which may be uncomfortable for most people.