Five good reasons

We're a woefully underinsured nation. We know that. And there are lots of reasons why people are reluctant to buy the protection they need. In our industry, we've talked for years about how to combat the common objections – 'it's too expensive', 'I don't need it', 'the State will provide' and all the other excuses people come out with. But in concentrating on the obvious objections, have we possibly missed the most fundamental?

Complexity creates doubt in people's minds. Removing complexity from protection products, making it simpler for customers to engage with their policies as their needs develop over time and should they ever need to claim, is the key to improving customer perceptions.

We know customers find protection products too complicated to understand and, more importantly, they don't trust us to pay out when they claim on their policy.

Of course, the reality is that as an industry we do pay claims. In fact, we do everything we can to make sure we do. But still customers don't believe it. Even sharing our claim statistics isn't helping. At Guardian we believe the way to really shift customer perception is to change the way protection policies are designed.

Complexity creates doubt in people's minds. Removing complexity from protection products, making it simpler for customers to engage with their policies as their needs develop over time and should they ever need to claim, is the key to improving customer perceptions.

Here are just five examples of how protection proposition design can help you create more meaningful long-term relationships with your clients, giving them reasons to return to you for advice.

1. Our clear critical illness definitions give your clients certainty

We've used language that's easy for you to explain and for your clients to understand. This way, your clients will be clear about what they're buying so that when they come to make a claim, they won't need to worry about not meeting the definition. And we won't need to disappoint them because they've not had a 'serious enough' heart attack for example.

But we've not just made the wording in our definitions as simple as we can – for as many conditions as possible, we only need confirmation from a UK Consultant rather than asking for detailed medical evidence. They're the experts, after all.

Payout Planner allows your clients to nominate up to nine beneficiaries easily when they apply – and update them anytime. This means any payout is excluded from their estate, so it bypasses probate and goes straight to loved ones without delay.

2. Payout Planner means no more probate delays

Probate can delay a payout from reaching the family when they need it most. Placing policies in trust is one way to avoid this of course, but trusts are complex and time-consuming to set up.

Payout Planner allows your clients to nominate up to nine beneficiaries easily when they apply – and update them anytime. This means any payout is excluded from their estate, so it bypasses probate and goes straight to loved ones without delay.

3. Reserved Cover makes increasing or adding new cover effortless

Setting up home is expensive, which means the price of protection is a barrier for many people when you add it to the cost of moving and the monthly mortgage repayments. Because of this, most people protect their mortgage with life cover alone, so they have no protection against the bigger risk of critical illness.

However, we automatically reserve cover for your clients, when we can, above and beyond what you ask for. This makes it easy for your clients to get the protection they can afford today, and increase it tomorrow when they're better able to afford it.

Using this reserved cover, you can increase their Life Protection or add – or increase – Critical Illness Protection anytime within the first 27 months, on the same terms, just by answering a few simple questions.

4. We include Premium Waiver at no extra cost, for everyone

Waiver of premium is usually an optional add-on which means if your clients don't take it, they could quickly find their premiums become a burden when they can least afford them.

However, with us, Premium Waiver comes as standard – at no extra cost – regardless of age, occupation or activities. So, if we offer someone cover they automatically get waiver. And we not only waive premiums if they're too ill to work, we also waive them for up to 6 months after they have a baby or if they lose their job.

5. Our dual life option keeps policies separate so couples are better protected

Usually, if a couple applies for cover together and one claims, the other is left uninsured.

Our dual life cover, on the other hand, gives both of them their own individual cover, at a discount. This means that if one claims, the other is still covered. And if their relationship ends, their cover doesn't because their policies are separate.

We only offer dual life because we don't believe joint life policies are fair.

These are just five good reasons to consider our cover. But there are plenty more, because we're always looking for a better way.

The Guardian proposition is live on the Synaptic Product & Fund Research tool. And you can quote and apply using Synaptic Webline Protection.

Discover more about Guardian’s proposition and register to do business at www.guardian1821.co.uk/advisers