True Potential has launched a range of protection products in partnership with Canada Life, which claims to provide advisers with "the first end-to-end service of its type".
The partnership with Canada Life, which underwrites and administers all the policies, will see four new mortgage and term protection products for advisers and their clients.
The entire process for the True Potential Protection range - from quotation to policy issue - can now be completed on True Potential's own in-house platform, which has been made possible by the firm's unique two-way integration technology.
Full integration with Canada Life and its online underwriting engine, powered by UnderwriteMe, will enable advisers and clients to see the cost of cover immediately.
Clients can then take out the policy, and receive fully underwritten terms delivered to their own individual client website, within minutes.
Having undertaken a full market review of providers, True Potential's decision to enter the protection market now comes amid calls from advisers for a platform that can quote, complete an application and issue terms.
True Potential senior partner Mark Henderson (pictured) said: "The aim of this suite of protection products is to make both the adviser and client journeys simple and cost-effective.
"Increasingly, advisers have told us that is what they want and, by having control of the technology, we can offer a unique immediacy of service. The client gets a great deal and the adviser can offer a swift purchasing process."
Canada Life director of individual protection Jonathan Ford added: "When we align the intuitive application journey, provided by the UnderwriteMe software, and the ability to immediately purchase protection with a respected brand like True Potential we have provided customers with a unique and easy way to buy protection."
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