Scottish Equitable claims it is on course to take 10 per cent of the individual protection market by the end of 2001.
ScotEq says this is double its original expectations for its protection product's market share and its success is largely due to the response to the marketing campaign.
The campaign included £163.100,000 of trade advertising to encourage IFAs to focus on the differences between clients when recommending protection products. The ad uses visuals of twins to promote the idea that everyone has their own needs even if they look the same.
Since the launch, over 7,000 marketing packs aimed at helping IFAs to write protection business have been distributed by the life office.
ScotEq says people should be taking out protection for positive reasons and it should be the foundation of people's financial plans, designed to safeguard their health, homes and family.
IFA LifeSearch group sales manager Brian Wilson says: “A product like this, which includes lots of different things in one policy, has been missing from the market. All you need is one relatively simple application form rather than several long ones which put people off.”
ScotEq head of sales Alun Beynon says: “Our aim is to make it easier for IFAs to write protection business. We are thrilled with the response so far.”