PruProtect has launched two new income protection (IP) products and enhanced its life cover policy to include those living with HIV.
The IP products include Primary Cover and the more wide-ranging Comprehensive Cover.
PruProtect says both include a financial underwriting guarantee, an own occupation definition of disability and optional unemployment cover.
Both also qualify for PruProtect's Vitality programme, allowing those policyholders maintaining a healthy lifestyle to benefit from a decrease in premiums.
Peter Le Beau, co-editor of the Protection Review and Income Protection Task Force, says: "From a task force perspective it is really positive news to see real innovation in the individual IP market.
"What PruProtect has done is to look at the real points of concern that advisers and consumers have with IP and tried to find a solution."
In a market first, PruProtect has also extended its existing life cover product to include people living with HIV.
The product provides up to £250,000 life cover over a maximum period of ten years and will initially cover a "limited" range of people living with HIV.
Cover will be available through UK intermediaries and PruProtect says premiums will generally be higher than traditional life insurance policies to reflect the risk.
Lisa Power, corporate head of policy at the Terrence Higgins Trust, says: "We welcome this move from PruProtect and are glad to see an insurer who recognises the reality of living with HIV in the UK in the 21st century.
"We hope this will be the start of a wider move to offer appropriate financial products to people with HIV."
For more information, visit http://www.pruprotect.co.uk/IFAonline
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