Independent financial advisers wrote more than three quarters of the life and pensions business in 2010, according to figures from the Association of British Insurers (ABI).
In its report UK Insurance: Key Facts the ABI said 13% of all life and pensions business was sold by tied advisers, with 76% by IFAs.
The last 11% were sold without advice directly to the consumer, the report said.
In a statement of its priorities for the next two years, the ABI said it would help to develop a simplified advice model for customers unable or unwilling to pay for full advice.
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