Insurer Zurich is training its sales staff to obtain the same minimum qualification level as that required of the advisers they speak to.
The company said 90% of its 80-strong face-to-face retail sales team has gained the Chartered Insurance Institute's Level 4 Diploma in Financial Planning. A smaller proportion has gone on to obtain Level 6 Chartered status, it added.
Zutich intermediary sales director Richard Howells said: "We believe it is crucial to speak the same language as advisers so that we can fully understand their needs."
Personal Finance Society chief executive Keith Richards said he hoped other providers would follow suit.
He said: "The financial planning community has raised the bar in terms of professionalism over the last year and it is encouraging that providers of products and services are striving to emulate these high standards."
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