Bright Grey launches instant acceptance life cover

Protection specialist Bright Grey, part of the Royal London Group, is launching Lifestyle Protection, paving the way for faster, cheaper and simpler life and critical illness insurance.

For the first time consumers will be able to directly receive an instant decision on their life and critical illness insurance, and be immediately covered. The UK currently faces a £2.3 trillion protection gap, but Lifestyle Protection aims to break down the general perception that buying protection is a lengthy and time consuming process - putting some people off altogether.

The product, which is this week available to buy on theidol.com, tescocompare.com, moneysupermarket.com and comparethemarket.com is aimed at the 50 per cent of the population who do not seek financial advice from a professional, but who need to protect themselves and their family, and can now do so in a quick and convenient way.

Key benefits include:

Instant online decisions
Attractive process to get cover to those previously put off - helping to get more people to take out cover and protect themselves and their family
Average application process of 15 minutes from start to insurance being live
Great value life and critical illness cover (within the top 3 market leading prices)

Roger Edwards, Proposition Director at Bright Grey said: "Our research reveals only half of UK adults will seek professional financial advice in their lifetime, and it's therefore no surprise that it's almost a mirrored number of people who don't have life or critical illness cover. We aim to tackle this with the launch of Lifestyle Protection. It offers great value, comprehensive cover, that is delivered in a quicker and simpler way for those buying direct. With completion times averaging 15 minutes the whole process could be completed on your train journey to work, and you'd still have time to do the crossword. Not enough people in the UK are buying any protection cover at all for themselves and their families, but Lifestyle Protection could help change this."

To apply for Lifestyle Protection go to theidol.com or for information go to brightgrey.com