Fortis is introducing discounts for new customers who purchase more than one cover.
A premium discount of £2 per month will be applied to the second and every subsequent cover in the application provided they are activated at the same time.
This will apply even if the plans have different start dates or terms.
The first cover in an application will continue to be charged at the standard premium rate.
Martin Werth, managing director of Fortis Life UK, hopes the move will encourage advisers to offer a wider range of cover.
"Consumers find protection confusing and invariably think they only need one cover or struggle to afford more," he says.
"As an industry, 73% of the policies we sell are death only and yet consumers also need protection against serious illness and disability.
"Through the launch of our multi-product discounts, we've made our proposition even more financially compelling and we look forward to working with our distribution partners to help them support their customers even more effectively," he adds.
