Advice is key in Guardian's new 'low cost' life cover

Advisers say advice is key in new 'low-cost' life insurance cover

Jaskeet Briah
clock • 2 min read

Protection advisers have responded positively to the launch of Guardian’s new 'low-cost' life insurance cover, but have stressed the importance of the advice process to help clients distinguish between the different options available.

Guardian's new product, Life Essentials, has been designed for those impacted by the higher cost-of-living, while also appealing to people whose primary focus is affordability and those who place less value on a "feature-rich product", with some features reduced to make the product more affordable. Life Essentials and Life Protection - Guardian's existing life cover - will both be available within the group's menu. In response to the launch, advisers have welcomed the move to widen customer access in a competitive market. Advice process However, LifeSearch chief executive Debbie Ke...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

FCA non-financial misconduct scrutiny puts pressure on advisers to confront culture

FCA non-financial misconduct scrutiny puts pressure on advisers to confront culture

Macfarlanes warns advice firms to prioritise misconduct and whistleblowing frameworks

Sahar Nazir
clock 13 May 2025 • 2 min read
PA360 2025: The day in pictures

PA360 2025: The day in pictures

Professional Adviser's flagship conference returned to London this month

Professional Adviser
clock 13 May 2025 • 1 min read
Why it's time for the adviser community to take some advice of its own

Why it's time for the adviser community to take some advice of its own

'We have to bring about positive change through ever-closer collaboration'

Cara Robinson
clock 13 May 2025 • 4 min read