Bright Grey has published new literature for intermediaries highlighting the need for their clients to take out critical illness (CI) cover.
The new brochures include a CI definitions guide, a booklet of statistics and two leaflets, one aimed at IFAs and the other one aimed at clients.
The Edinburgh-based provider hopes the information will help IFAs when explaining to clients that it is possible to acquire cover at an affordable price.
It also hopes the added customer literature will diminish the confusion surrounding the cover.
Commenting on the reason for the launch, Susan Sneddon, communi cations director at Bright Grey, said: "IFAs have told us that affordability is regularly cited as a reason why many people do not take out any critical illness cover.
This campaign is aimed at helping our IFA partners explain to their clients, in simple terms, the benefits of having at least some cover, at an affordable price," she said.
Sneddon added that the literature will also help IFAs tackle another big sales barrier – confusion – as its definitions guide explains what illnesses Bright Grey's CI plan covers in straightforward, easy to understand language.
"We believe that by tackling these key issues of affordability and clarity, we can help IFAs sell more critical illness and together we can start to close the protection gap," she added.
Commenting on the new literature, Peter Chadborn, adviser at Chadborn Baker & Kearle, said the information pack would prove useful.
He said: "The guide is useful when talking to clients but it also can make advisers feel a lot more knowledgeable.
Moreover, it will make it easier for advisers to decide where to place business as they can ask clients for their specific conditions and then look at the definition guide." Intermediaries wishing to obtain the information pack could order supplies at www.brightgrey.com/literature.
