Shepherds Friendly Society is calling for IFAs to help it to design new and relevant financial products for consumers.
The mutual insurer says IFAs are frustrated by the lack of input they have into the products they sell and says advisers are best placed to understand what consumers want.
Shepherds, formed in 1826, is asking for IFAs to get in touch with the company and work with it to develop products.
Chief Executive Geoff Spencer says: “There is no better placed individual than an IFA when it comes to a barometer of the savings and investments market. We want them to speak to their customers, interpret what those customers actually want, and then tell us – if it is possible or viable, we will then work with IFAs to develop those products.”