Engage Mutual will be moving to gender-neutral pricing on its over-50s guaranteed life cover from 4 December 2012.
And the mutual will take pipeline business up to close of business on 21 December, for quotes sent before 27 November.
Men and women will pay the same premium for the same level of cover with Engage's life cover, where age and smoker factors are equal.
Karl Elliott, marketing director at Engage Mutual, said: "We appreciate that in the current economic climate, consumers are feeling buffeted on a number of financial fronts. Our approach should ensure we can continue to meet the need for quality life cover at a reasonable price.
"Regardless of whether they will experience an increase or decrease in premiums, individuals should ensure that they and their family have the appropriate cover in place based on their needs today."
Engage Mutual's guaranteed life cover is sold as guaranteed 50 plus life cover through intermediaries and direct as over 50s life cover plus.
The mutual stated: "We are providing a notice period to allow advisers to consider their protection needs and act prior to the gender pricing change where it is beneficial to do so."
Engage Mutual communicated with intermediaries in the form of a ‘get ready for the gender directive' email alert at the end of September, informing of implementation date.
Brokers have also been given verbal updates and sample rates; and from today there will be a pop-up alert introduced across pages of the adviser website notifying of forthcoming changes.
