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IFA goes on TV in bid for 10% of life market

IFA Direct Life is running a TV advertising campaign which offers to beat any current life insurance premium on the market.

The ad is part of Direct Life&#39s £2m marketing budget. It is hoping to seize 10 per cent of the life insurance market by the end of 2001.

In the ad, the IFA claims that two million people are paying too much for their life insurance.

It maintains that it can undercut its rivals because of the cost efficiencies of doing business online and by negotiating special deals with insurers.

The ad features real Direct Life customers and introduces the company&#39s “We Bet” initiative where it aims to undercut people&#39s current life insurance premiums.

If it fails to beat the premium, Direct Life pledges to pay the individual&#39s current premiums for a year.

The ad is running in prime-time TV slots around programmes such as This Morning, Coronation Street, The Price is Right and The Bill. The initial campaign will be run in the Meridian TV region.

Managing director Michael Ward says: “The television advert is part of our commitment to helping the public pay less for their life insurance.

“We can prove time and again that we can beat the high-street lenders on premiums.”

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