Alan Lakey has launched a website in an effort to raise consumer understanding of critical illness products and help people compare different policies.
CIExpert, which goes live today, offers consumers a guide to the critical illness market and an overview of issues to be considered when choosing a policy.
It aims to address difficulties consumers face when trying to understanding the "overt and subtle differences" between critical illness policies - something which Lakey, CIExpert director, said is a key factor inhibiting uptake.
CIExpert aims to explain the benefits a critical illness policy can offer whilst also highlighting the fact that choosing a product on price alone is unwise.
"Considering whether to purchase a critical illness plan is one of the most important financial decisions you will ever make for your family or business," said Lakey (pictured), also partner at Highclere Financial Services.
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