Over half (57%) of IFAs will target protection sales as a source of new revenue post Retail Distribution Review (RDR), Aviva has found.
The insurer's latest quarterly Hot Issues Tracker also revealed around 28% of IFAs are also considering the general insurance sector.
However, 35% of intermediaries are planning a more direct route to new revenues by looking to take on orphan clients from other advisers rather than diversifying their offering.
Peter Lurie, director of IFA Proactive Medical & Life, said: "I'm not surprised at this. It is a good idea as there is enough business for all and more protection should be sold all round."
Smaller firms, rather than larger, are more likely to be considering diversifying, the research found. Around 67% of single person firms say they will look at protection while 40% will try to increase their general insurance business.
Although 67% of firms of over 50 employees are also exploring new protection revenues, only 19% are looking to boost general insurance sales.
Dean Lamble, director of distribution development at Aviva, said: "We believe that RDR will push firms to review and redefine their current offering.
"Our research shows that a significant proportion of firms are likely to focus increasingly on areas such as protection sales or corporate advice, as they prepare to enter a post-RDR world."
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