View more on these topics

PruProtect goes back to basics

PruProtect – Essentials Plan

Type: Online menu-based individual protection plan comprising core level, decreasing or index-linked life cover and serious illness cover, with optional income protection, disability cover and unemployment cover

Minimum-maximum ages: 16-75


Minimum premium/cover: £8 a month/£10,000

Minimum term: Five years

Maximum cover: Initial £500,000,  £1m in special circumstances

Conditions covered: Primary serious illness cover – nine cancer-related conditions, 13 heart and artery conditions, 23 stroke and nervous system conditions, six gastrointestinal conditions, seven connective tissue disease conditions, seven urogenital tract and kidney conditions, seven respiratory disease conditions to age 70, accidental HIV benefit, eight musculoskeletal trauma conditions, four eye conditions to age 70, two ear conditions to age 70, major organ transplant, five conditions of permanent disability; additional conditions with comprehensive serious illness cover – two cancer-related conditions, 16 heart and artery conditions, seven stroke and nervous system conditions, one gastrointestinal condition

Options: Single or joint life, whole of life or fixed term, guaranteed or reviewable premiums, serious illness cover for children, disability cover, waiver of premium on incapacity, waiver of premium on serious illness, waiver of premium on death available on joint life plans but not on life cover only, minimum protected account, protected life cover, upgrade to PruProtect plan


Minimum sum assured/minimum premium: £10,000/£8 a month

Minimum-maximum term: Five years

Options: Single or joint life, whole of life or fixed term, guaranteed or reviewable premiums, waiver of premium on incapacity, waiver of premium on serious illness, waiver of premium on death available on joint life plans but not on life cover only, upgrade to PruProtect plan

Commission: Subject to negotiation with enhancement of up to 15% through Vitality programme


PruProtect’s essentials plan is an online version of the existing PruProtect plan. Some features of the existing plan, such as automatic children’s cover, guaranteed insurability options and immediate cover, have been removed to make the plan more affordable. The plan follows the original PruProtect plan in paying out 10 to 100 per cent of the sum assured depending on the severity of conditions. It also provides access to the Vitality incentive programme, which rewards policyholders for healthy lifestyles.

Considering how this plan could be useful for IFAs and their clients, Highclere Financial Services partner Alan Lakey says: “PruProtect currently stands alone in offering a severity-based serious illness contract. Essentials builds upon the current product range by offering a more basic version, which provides for a 10 to 15 per cent premium reduction.”

Lakey notes that these premium reductions have been made possible by the removal of some features of the existing PruProtect plan. He observes that the new plan has no guaranteed insurability options and does not include automatic cover for children. Instead, severe illness cover is an optional extra.

“Plan holders can benefit from the Vitality points discounts and other benefits but, unlike the more comprehensive version, they will not be able to secure future premium reductions,” he says.

Lakey thinks that most protection experts consider cost as one of the less important determinants of a quality plan. “However, surveys indicate that the majority of advisers lean towards the cheapest product. PruProtect has cleverly placed essentials among the cheapest plans and this should translate into an increasing market share,” he says.

Highlighting the less attractive features of the plan Lakey says:  “There isn’t anything to dislike about the plan. Nevertheless, its strength is also its weakness. The complexity of a plan offering so many additional conditions and applying levels of payment based on severity may be lost on advisers who cannot be bothered to properly assess competing policies,” he says.

Lakey feels that critical illness protection plans are complex, and that the PruProtect plans are more complex than most. “Unless advisers explore the details and note the differences, they may not feel confident enough to use the plan. The current round of PruProtect workshops may help resolve this,” he says.

Scanning the protection market for possible competitors, Lakey says: “At the quality end, the main competitors will be Fortis and Bupa, with Aviva and Friends Provident scoring with those advisers majoring on cost.

“In reality, essentials is not really comparable to any other critical illness plan due to the breadth of cover and the fact that differing levels of illness translate into payouts varying from 10 to 100 per cent of the sum assured.”

Lakey thinks that the decision for advisers and clients is whether a plan covering around 35 conditions and paying out 100 per cent of the sum assured is better than one covering 154 conditions where the size of the payout is dependent upon condition severity.

Summing up, Lakey says: “Protection seems to be regaining importance in the eyes of advisers who previously were blinded by the wealth-manager title. This rediscovered dedication to protection should feed through to a greater emphasis on product appraisement and any worthwhile analysis must surely increase the take up of PruProtect plans.”


Suitability to market: Good

Flexibility: Good

Premium rates: Good

Adviser remuneration: Good

Suitability to market: Good

Overall 9/10


John lawson

Standard Life’s head of pension policy is one of the UK’s leading pension commentators and says he aims to make pensions engaging and easy to understand Interview by Lee Jones

A guide to automatic re-enrolment

Since the introduction of auto-enrolment in 2012, it has been a popular topic in the press. Recent media focus has been geared towards small and micro employers; however attention is set to return to the UK’s largest businesses as they prepare for re-enrolment. Johnson Fleming has produced a useful guide that provides essential information to help you […]


News and expert analysis straight to your inbox

Sign up


    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