Bright Grey, the new protection provider owned by Royal London, goes live this week after 18 months of planning.
The provider is putting service at the core of its proposition, aiming to improve substantially on the generally poor levels of service available through existing providers.
Its product range includes life, critical illness, income protection, long term care and waivers and will be based on the menu system which has become standard in the protection market.
The provider is initially going live to Misys members through its Assureweb portal and next week will be taking business through the Exchange and by telephone.
Bright Grey says it is opting for a phased or managed launch because it does not want to encounter problems similar to other recent provider launches which have seen their systems unable to handle new business flows.