Legal & General has partnered with Unbiased.co.uk to form a campaign to tackle the UK's business protection gap with the help of advisers.
The Every Business Matters campaign will highlight gaps in the business protection market among UK business owners.
It aims to tackle business protection apathy and demonstrate the benefits of advice to business owners which could open opportunities for advisers.
Clare Harrop, head of specialist protection at Legal & General, said: "Our insight shows a continuing lack of understanding around business protection cover.
"Businesses around the country are leaving themselves exposed to financial risk and it's up to us to ensure they are well aware of the importance of being covered - cost should not be a deterrent.
"This campaign also presents opportunities for advisers to discuss the importance and need for cover with their clients."
Legal & General's latest research has redefined the business protection gap at approximately £1.35tn.
The campaign will launch later this month based on Legal & General's research into UK businesses and their attitudes towards business protection.
It will look to identify gaps in the business protection market and raise awareness of key issues such as the financial impact of losing a key worker and where businesses are most at risk without cover.
It will be focused across consumer and trade media, using social media and online sites to engage business owners and drawing upon the help of Unbiased.co.uk's media advisers to offer expert advice.
L&G will also host a number of road shows for businesses around the country.
Karen Barrett, chief executive at Unbiased.co.uk, said: "We know that apathy remains one of the biggest barriers to purchasing protection products and this is no different for business owners.
"The ‘it will never happen to me' attitude is alive and well amongst businesses and yet, in today's unpredictable economic and social climate, the need for protection is greater than ever."
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