AXA has expanded its protection website in response to demand from advisers.
The site was launched in March to provide advisers with toolkits, statistics and testimonials to help them sell protection.
Now AXA says it has collected enough data to identify the most popular areas of the site and expand on these.
It says, of those advisers clicking through to the website, 28% did so to look at the free adviser toolkit area, while 27% wanted to find out more about protection products for mortgages.
Two new customer-facing sales aids that have just been added to the site have also had strong interest, it says, with 95% of advisers who clicked through downloading them.
The sales aids are on income protection and a series of cards to help advisers overcome customer objections that they don’t need protection.
Video demonstrations and testimonials of the tele-underwriting service and customer video testimonials on critical illness cover have been added to the tool, as has an interview with chief underwriter Mike Taylor on underwriting philosophy, developments and claims.
Advisers can also download a new Know Your Facts document containing statistics they can use to help customers understand their need for protection. These include the likelihood of developing a range of illnesses, how little the state pays for incapacity and the costs of childcare.
Iain Mallon, director of protection marketing at AXA, says: “We want to help advisers make their customers understand their need for protection in order to start closing the £2.5trn protection gap that exists in the UK.”
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