Health insurer launches income protection advice microsite

Health insurer Exeter Family Friendly (EFF) has launched an unbranded microsite aimed at increasing take up of income protection insurance.

The microsite hosts a range of advertising material, sales advice and information aimed at aiding intermediaries when they are selling income protection.

The insurer wants the site to act as a hub for brokers and other advisers looking for help selling income protection insurance. EFF said the move was not designed to specifically promote their products, but boost income protection sales generally.

EFF head of sales and marketing Mike O’Brien said insurers should focus on improving the sales experience instead of spending too much time developing more new products.

He said: “Producing products are what insurers are good at but there isn’t the sales experience that there used to be. Insurers are good at product but not at education.”

He said he hoped the site could help a range of intermediares and increase uptake of the product: “It’s relevant to all of them. It’s a universal offering so regardless of who you are you can come in and take what you need.”