New protection provider Guardian Financial Services has opened to advisers following a pilot with four intermediary firms.
The business has backing from the Gryphon Group, which bought the Guardian insurance brand in December last year. Guardian has been launched with £180m of investment.
It is initially offering critical illness and life insurance with income protection to be offered from early next year.
Guardian chairman Peter Mann says: “The time is right for a new entrant in the protection market to make a real difference…and the only way to grow the market is through advice, which is why we’ve chosen to distribute through intermediaries. We want to bring greater choice to advisers with a clear focus on delivering the very best outcomes for their clients.”
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Guardian has gone live with protection sourcing partners iPipeline and Iress to be followed by Synaptic Webline and Direct Life.
The pilot was run with London & Country, Paradigm Mortgages, Sesame Bankhall Group and the SimplyBiz Group.