For too long, typical ways of working have gone without challenge. Not anymore.

Guardian is a famous name in financial services with a long history helping to protect families since 1821. We're delighted to be bringing this 197-year-old brand back to life.

Our biggest challenge to the norm is our critical illness definitions. Typically, providers define the quality of their critical illness policies by the number of illnesses they cover.

Our ambition is for every family to have protection that they truly believe in. We won't achieve that by following protection norms. We've looked at every aspect of protection proposition design and challenged it. We've been bold.

Our biggest challenge to the norm is our critical illness definitions. Typically, providers define the quality of their critical illness policies by the number of illnesses they cover. At Guardian, we're focused on offering the best possible cover for the most common illnesses. We've done this by simplifying our policy wording, making it easy for advisers to recommend, and their clients to understand what they're covered for.

Let's look at some examples:

  • Our cancer definitions are broader than most, a Guardian policy covers all malignant cancers including all malignant skin cancers.
  • Heart attack is simply based on diagnosis by a UK Consultant alone. We don't ask for evidence of raised troponin levels – it's future proofed.
  • We pay on all types of stroke diagnosed by a UK Consultant, including death of optic nerve or eye strokes, where symptoms last for 24 hours.
  • Multiple sclerosis We pay on diagnosis only. The policyholder doesn't have to be exhibiting symptoms at claim.
  • We pay on all benign brain tumours, and don't insist on there being permanent neurological deficit

If our critical illness definitions improve, in most cases we'll apply the improvements to their policies completely free of charge. If they make a claim, we check it against both the definitions they bought and the definitions for new customers. And we pay out if the claim is valid under either.

On top of that, to make sure all our critical illness policies are future proof, we're offering our existing customers a unique promise. If our critical illness definitions improve, in most cases we'll apply the improvements to their policies completely free of charge. If they make a claim, we check it against both the definitions they bought and the definitions for new customers. And we pay out if the claim is valid under either. Occasionally, we may introduce changes that we won't automatically upgrade. If this happens, we'll offer existing customers the chance to pay to add them.

A few more areas where we're challenging the norm:

Is joint life best for clients? At Guardian, we offer dual life rather than joint life. You can still apply for 2 people at the same time, but we'll give each client their own policy with their own cover – and we apply a multi-life discount. It means in the event of a claim, unlike a joint policy, the cover remains in place for the remaining partner. No one should lose their cover as well as their partner.

We don't offer accelerated critical illness cover. At Guardian, we think if you claim on your critical illness cover, your life cover shouldn't end. That's why we don't offer accelerated critical illness cover. Instead, we'll automatically create 2 policies and apply a multi-product discount. Meaning your clients could have 2 payouts, rather than one.

Children's critical illness cover as an optional extra. Typically, providers include children's critical illness cover as part of the policy. At Guardian, our Children's Critical Illness Protection is an optional extra that can be added to Life Protection or Critical Illness Protection. That means only those who have children are paying for this option.

Fracture Plus Protection as an optional extra. Fracture Plus Protection pays out up to £6,000 and covers specified fractures, dislocations, muscle ruptures and tears. You can add it to either Life Protection or Critical Illness Protection.

Our Payout Planner gets the money where it's needed – fast. It allows your clients to nominate up to 9 beneficiaries when they apply. This means any payout bypasses probate and goes straight to your clients loved ones without delay. Clients can also update their beneficiaries themselves anytime.

Waiver of premium at no extra cost. At Guardian, we believe Premium Waiver is essential to providing the best cover. That's why it comes as standard (at no extra cost), with no age or expiry limits. Plus, we not only waive premiums if a client is too ill to work, we also waive them for 6 months after they have a baby or if they lose their job.

When you need to guarantee a prompt payout. Writing a policy in trust is overly complex if you simply want to avoid probate. Our Payout Planner gets the money where it's needed – fast. It allows your clients to nominate up to 9 beneficiaries when they apply. This means any payout bypasses probate and goes straight to your clients loved ones without delay. Clients can also update their beneficiaries themselves anytime.

Guardian's Life Protection and Critical Illness Protection is now available on Synaptic Webline. To do business with us, you'll need to register on our website first. Using our simple online registration process, you can be submitting business in minutes. There's no agency team or time-consuming processes.

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

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