LV= has seen its protection sales increase by 50% in the first six months of 2015 with £144m of sales.
LV= saw growth across the range, with income protection seeing the most increased sales out of all LV='s protection products.
The growth in IP was in part attributed in part to LV='s Wake Up to Income Protection seminars, seven further seminars were held during July 2015, the first having been held in January and February 2015.
The Seven Families campiagn was another contributing factor named by LV= for the growth in income protection sales.
The overall increase for LV='s Life sector saw growth in present value of new business premiums of 20%, to £864m, with flexible guarantee bonds up 136% to £139m while equity release fell 42% to £33m and annuities fell 37% to £146m.
Richard Rowney, managing director of LV= Life & Pensions said: "It's income protection that's our product we sell the most of [and its] the product with the most proportionate increase."
Rowney said: "Undoubtedly 'Wake up to IP' has been successful for us and for the advisers that have attended it.
"It is about supporting them, helping them have the confidence to raise what's perceived to be a complex product and giving them the skills to broach that with their customers."
He added: "Q2 showed no sign of let up vs Q1, I would hope that we maintain that kind of momentum through the rest of the year."
Rowney said: "In order to make it even easier for advisers to do business with us, we recently upgraded our adviser website.
"The new technology makes it easier for advisers to navigate it on their smartphones and they and their clients can now use the new site to book tele-interviews for themselves.
"This will further speed up the protection underwriting process meaning that clients can get access to valuable financial protection quicker."
Kathryn Knowles 'sat on sofa with a cup of tea answering questions' about protection is key to advice firm's marketing strategy
The critical illness template is 'broken' - so start with the premise that any condition which results in an agreed outcome deserves to be paid
Closing keynote address from multi-medal winning Paralympian plus full details of conference programme revealed
Four protection distributors with 60 adviser firms join 'test and learn' process before full market roll-out in six weeks