Exeter Family Friendly has said it will be a challenge for providers to establish simple product blueprints in line with the Review of Simple Financial Products proposals.
The provider welcomed the findings of the recent simple products consultation led by HM Treasury.
Andy Chapman, chief executive, said: "The consultation has recommended a blueprint for a simple income replacement product including a simplified approach to financial underwriting, cover in even blocks of £100 and a focus on simplified communication and terms.
"It looks as though this is going to be the challenge for other insurers following the simple product blueprint."
Chapman said Exeter already had an existing entry level plan product that included much of the outlined features.
He said: "Simple products are central to what we do, so any move towards greater transparency is hugely positive. I'm a big advocate of any initiative which makes income protection more accessible and I think this consultation is striving to do this."
The steering group report on simple products was published 2 August. It is now following a consultation period with the final document expected February next year.
