Education and promotion are the only ways to plug a growing £2.3trn protection gap, Friends Provident's Ed Stuart-Brown says.
Speaking at the 2009 Cover Excellence Awards last week, the firm's head of protection urged insurers to "re-engage" with customers and fully understand what drives their protection needs.
"The demise of direct sales forces means there are fewer training academies around and we have seen more and more advisers looking for support in sales skills and techniques," Stuart Brown said.
"Market competitiveness will continue to drive innovation in products and processes but innovation alone is not the solution to the problem. Education and promotion is the real way forward.
"As an industry we need to talk to clients in a better way, a way that engages them and fully involves them in protecting themselves and their families against the risks they face every day."
He also explained Friends Provident was investing in research to gain a better understanding of customer needs and support adviser training, an issue other providers are also addressing.
