Protection Guru has “substantially” increased the number of searches advisers can conduct using their standard licence.
This will enable users to conduct searches across all products using a single credit with the Protection Guru Pro tool, allowing advisers to increase searches by 250%.
Protection Guru Pro enables advisers to assess price and proposition across all protection product types, including life insurance, critical illness, income protection and income family benefit.
Historically, advisers used a credit for each report generated and had 10 reports per month included in the standard licence. Protection Guru said the new, expanded limits will enable advisers to deliver the “value for money” based assessment FCA Consumer Duty regulations require for clients across all product types.
Ian McKenna, founder and CEO of Protection Guru, said: “We give advisers the means to carry out value for money analysis across the full range of major term protection plans. This enables firms to demonstrate better consumer outcomes, improve their Consumer Duty compliance and based on research amongst our users, significantly increase their income.
“By helping clients easily see why a plan that is not the cheapest, may be far better value for money, clients are likely to be willing to agree to the slightly higher premium for the better plan.
“Our primary motivation is improving consumer outcomes but the fact that we can do that and significantly increase adviser income is a positive side effect.”
In the first half of 2025, 60% of searches on Protection Guru Pro were for critical illness plans, compared to 23% for income protection and 13% for life protection. Other product types took up the remaining 4%.
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