As part of a series of offers to mark its 10th birthday, from 22 April Bright Grey will offer customers a year's free critical illness cover when they apply for life cover under its personal protection menu.
The cover, up to a value of £20,000, is available for the first 10,000 people that apply.
Roger Edwards, managing director of Bright Grey said: "It's great to clock up 10 years of Bright Grey, but it wouldn't be a proper celebration without a birthday offer.
"So to help mark 10 successful years as well as say thank you to our supporters we'll be running a series of offers, promotions and business-growing ideas, starting with this massive giveaway.
"The thinking behind the gesture is simple. To continue to build a thriving industry we need to encourage more people to take out more protection cover.
"However, figures indicate that nearly 15 million working adults in the UK currently have no form of financial protection meaning there is still work to do to ensure that protection is a financial priority."
Since its launch Bright Grey has paid out £127million in life claims and an average of £10million a year on critical illness claims over this period.
All the information around the giveaway, including eligibility criteria, can be found at www.brightadviser.co.uk/10
