So we heard from British Friendly recently that income protection (IP) sales are not benefiting from the gender change opportunity. Advisers have reported similar, but that life is tracking the opposite trend.
A consumer comparison website has reported an overnight rise in premiums for whole of life as a direct result of the Gender Directive.
Educating consumers on the importance of income protection is a job for government and industry-led campaigns, advisers have said.
Income protection sales have not been benefiting from the potential business opportunity created by the Gender Directive, British Friendly has said.
Protection advisers will need to be clear when building simplified advice-style propositions to address basic client needs, an adviser firm has warned.
Legal & General will move to gender neutral pricing from 21 November.
BBC's Watchdog aired concerns last night that the banks have not been honouring commitments to pay back missold PPI.
LV= has added benefits to its income protection (IP) offering for medics so they have a relevant level of cover.
Engage Mutual will be moving to gender-neutral pricing on its over-50s guaranteed life cover from 4 December 2012.
LV= has launched an online calculator for advisers to work out potential commission loss in the run up to G-Day.