Aegon has cut individual life and income protection rates to take advantage of the gender directive.
The move is an aim to make employee benefits affordable for small companies as part of a campaign.
Individual guaranteed level life rates have been reduced by an average of 1% and male income protection rates by up to 20%.
Some critical illness rates have been reduced while female income protection rates remain unchanged.
Rod McKie, head of protection marketing at Aegon, said: "A key focus is the workplace market and how we deliver employee benefits to small companies.
"These rate cuts are part of us taking advantage of a window of opportunity in the run up to the implementation of the gender directive."
