Friends Life said that it has brought together the best of what was once provided by Friends Provident and AXA, with the new offering covering income protection, critical illness, life and business protection.
In addition, IFAs can now write policies in trust online for their clients, which was a facility under-used across the UK market.
Having achieved a five-star rating from Defaqto, key elements of Friends Life Protect+ include:
Income Protection: Guaranteed benefit of £15,600 a year; unique therapy and trauma benefit; hospitalization benefit with no exclusions; innovative approach to waiver of premium to aid the claims process.
Critical Illness Cover: 14 ABI+ conditions that go above and beyond standard industry practice, including cancer, heart attack, stroke and multiple sclerosis; 8 partial benefit conditions paid in addition to the main benefit; child cover, including congenital conditions; advance payment up to £25,000 for heart surgery paid to the customer.
Life Cover: Optional features aimed at giving the customer maximum flexibility; family income benefit option.
Business Protection: Cover for key partners, shareholders plus loan cover; capacity to offer £10 million for life and £2 million for own occupation total permanent disability.
Steve Payne, Managing Director-Protection of Friends Life said that they recognized the importance of building strong relationships with advisers and that this was a fundamental part of their new offering to the IFA market.