LV= has agreed a five-year protection advice partnership with RAC.
RAC will offer its clients a telephone-based advice service through LV= on income protection, critical illness and life cover and inheritance tax planning.
And LV='s term life and 50Plus products can be purchased from the RAC website.
Stuart Tragheim, business development director at LV=, said: "LV='s ambition is to develop new business partnerships to try and help grow the protection market.
"By partnering with the RAC we hope to increase the number of people who receive financial advice on protection and take the necessary steps to ensure they have the cover in place they need."
The firms will combine marketing knowledge to help increase consumer awareness with magazine, direct and online advertisements.
