Friends Provident's protection products are available direct to the consumer (D2C) through Tesco from today, according to chief executive Trevor Matthews.
Consumers can now purchase Tesco branded Friends Provident life insurance and critical illness protection products without professional advice via the supermarket giant's website, soon to be followed by offerings in-store.
The move follows a deal struck in April between the two groups.
Matthews says on his Twitter feed: "Very pleased that today, on schedule, we went live with our Tesco deal. Have a good weekend. Cheers, Trevor."
Search for replacement to begin imminently
60+ £300bn ISA savings
Has technology moved on?
Total funds on list rise from 26 to 58
What made financial headlines over the weekend?