An aggregator will be partnering with many IFA firms in a bid to serve all client needs.
Payingtoomuch.com has partnered with two IFAs so far and has one currently in the pipeline in a move that will initially see up to 20 or 30 firm partnerships.
According to the comparison website, advisers will always be needed in the protection sales process but how many would be needed remained to be seen.
Michael Ward, managing director of Payingtoomuch.com, said: "The picture has been painted that it is aggregators versus advisers but that is not what the protection industry needs. I am certain we will always need advisers.
"But unless advisers want to be one trick ponies this is the way to be going to serve all client needs."
Ward said adviser firms are screened before being added to the site as a partner.
Advice firms Skerrits and Plan Money have been signed and Payingtoomuch.com is currently in discussions with the Women's Wealth Expert.
