LV= is offering a 5% discount on income protection for the rest of the year.
The discount will be effective across the board and included automatically on all quotes from 2 October.
The provider also encouraged clients to consider income protection, highlighting that it is becoming increasingly hard to qualify for state benefits.
In the first year of the Employment and Support Allowance only 6% of claimants were deemed unable to work, compared to 83% under the previous incapacity benefit, it said, adding: "It has become essential that people have their own financial protection in place."
Mark Jones, LV= head of protection, suggests people often believe income protection will be more expensive than it is.
"This discount is one of many reasons for advisers to kick-start a conversation with their clients to think about this type of cover," he said.
"Year-on-year we see the income protection sales shrink, with providers fighting for market share rather than the market growing.
"While we understand it isn't all about price, we want to try to help the market expand by finding ways to encourage more people to consider protecting their income," he added.
