View more on these topics

PruProtect eyes whole of life LTC launch

PruProtect is set to launch a new whole of life protection product designed to help people pay for long-term care, Money Marketing understands.

The product will enable customers to take out a whole of life policy with an option to pay an additional premium that will pay a selected amount worth between 10 and 100 per cent of the sum assured at the point of needing care.

In the event of mental impairment or failure of two or more activities in daily living, the pre-selected percentage of the sum assured will be paid out.

The policyholder would then be free to use the funds to help pay for the cost of their care.

Ageas UK is also understood to be considering launching a similar product.

Whole of life LTC products are currently offered in the US but no such plans are available in the UK. A source says PruProtect will look to roll out its own version in November.

London & Country sales director Michael Aldridge says: “This sounds like a really good proposition, and could mark a bit of a rebirth for whole of life products. Increasingly they have been used for funeral costs, which is sensible, but to help pay down the costs of long-term care is a really great development.

“Traditionally whole of life was an inheritance tax-planning product, though often it could work out more cost-effective to take out a simple term assurance product if it wasn’t being purchased for IHT purposes. This development could be a real game-changer for whole of life.”

PruProtect declined to comment while Ageas UK was unavailable for comment.


News and expert analysis straight to your inbox

Sign up


There are 2 comments at the moment, we would love to hear your opinion too.

  1. Anthony Badaloo 2nd October 2014 at 5:27 pm

    This is a great move by the Prudential (PruProtect), if it is indeed true. Currently, there does not seem to be any providers in the UK offering a Long Term Care option on their Whole of Life and Critical Illness policies.

    The last provider we are aware of doing this was Lincoln Financial, who was bought out by Sun life Financial of Canada, who stopped doing new business on the product, sadly.

    The industry Financial Services Industry is badly in need of innovation, and if Prudential and Ageas open the door, it is hoped others will follow.

    Anthony Badaloo dipPFS ACPA is Principal at Church Hill Finance

  2. I recommended this addition to their whole of life product a year or more ago, so am delighted they have mader this announcement. A little competition from Ageas will also be welcome and, as Anthony says, will hopefully encourage others to do likewise.

    With use of a split capital Trust, we should be able to write the death benefit in Trust whilst allowing the Life Assurred to access the LTC benefit, if needed.

Leave a comment


Why register with Money Marketing ?

Providing trusted insight for professional advisers.  Since 1985 Money Marketing has helped promote and analyse the financial adviser community in the UK and continues to be the trusted industry brand for independent insight and advice.

News & analysis delivered directly to your inbox
Register today to receive our range of news alerts including daily and weekly briefings

Money Marketing Events
Be the first to hear about our industry leading conferences, awards, roundtables and more.

Research and insight
Take part in and see the results of Money Marketing's flagship investigations into industry trends.

Have your say
Only registered users can post comments. As the voice of the adviser community, our content generates robust debate. Sign up today and make your voice heard.

Register now

Having problems?

Contact us on +44 (0)20 7292 3712

Lines are open Monday to Friday 9:00am -5.00pm