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Unique new way of buying financial protection products online

11th May 2009 Print
The launch of innovative new website offers consumers the first chance ever to buy protection products with advice and receive instant cover in a quick and simple process that takes less than two minutes to complete. It has been brought to market by protection insurance specialists LifeSearch and technology experts, 1st - Exchange.

In another unique step, consumers can buy not only Life Cover, but also Critical Illness, Family Income Benefit and Income Protection after a short advised online journey. Products are offered from a select panel of four highly respected insurers - AXA, Friends Provident, Legal & General and Royal Liver.

Importantly is not designed to replace the traditional route of advice over the phone or face to face. It is designed to reach those people who either cannot or do not want to speak directly to an adviser and feel uncomfortable handing over large amounts of personal details to a stranger. Previously, these consumers will be very unlikely to have their protection needs met online. is designed to help those people.

In fact 76% of customers that speak to a LifeSearch adviser end up buying a significantly different policy to the one they originally thought they needed, proving the value of advice. Many consumers who don't take any advice usually purchase either an inadequate level of protection or nothing at all. As a result the Protection Insurance gap is estimated at £2.3 trillion and will play an important role in helping to close it. will be offered as a service to third party websites who wish to offer real customer advice online, backed up with the telephone advice many users like to call on during their buying process.