Sterling Insurance gets its business through direct marketing and through a network of brokers. I suspect this to be a broker. All companies like this and brokers are regulated by the Financial Services Authority (FSA), which ensures you get certain rights like cooling off periods. Only you can judge whether you did the right thing - Personal Accident insurance is a well-established product though not one would personally bother to buy. If you looked at the product and were satisfied with the exclusions / limitations (on pay-out), and you compared the price of the premium to a couple of other similar policies, what are you concerned about? The company is well-established and is unlikely to go bust. Your contract is with Sterling, not the intermediary.