I've just Googled ‘Life Cover'. 43,400,000 results popped up. Ignoring the sponsored links at the top, protection specialist adviser firms and direct providers get the top spots. (Be honest, you're going to try this now to see who they are. That makes you as sad as me!).
I wondered what a customer would key into Google (all other search engines are equally as good – I should work for the BBC) – here’s some examples: 'Covering my needs if I die' got 415,000 results, while 'What happens if I die? got 688,000 results. Mmm.. a bit more digging here. I wonder what happens when I start using words that WE use every day, as an industry, in things like Key Facts documents and policy documents, to describe what we do – rather than words that consumers might key in? 'Death Benefit' got 4,070,000 results. We’re onto something here! 'Life Assurance' got 5,010,000...
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