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Forget about the wrapping, look at the underlying investments.
If you are able to invest for the long term then you need to be using Equities, and if you can invest more than £3000 a year use a Maxi ISA. If less, then use whichever Maxi or Mini manager offers the best deal in terms of investments and charges.
IMO the Cash and Life Insurance elements are pretty much a waste of time and should be ignored unless you are absolutely sure that you have invested as much as you want in Equities for that year, or are taking advantage of the special TESSA rules, in which case of course they should be used.