PruProtect has revealed that its overall new business has increased by almost a quarter in the intermediary market in recent months.
Between September and November of this year, the insurer's sales increased by 24%, which it has attributed to recent product developments.
In September PruProtect launched its Vitality Optimiser option and the insurer said over 30% of new applications now either include new Vitality Optimiser option or incorporate the Vitality Plus benefit.
PruProtect also said enhancements of its Serious Illness Cover had proved popular in the intermediary market. A quarter (24%) of sales which include Serious Illness Cover had the Booster option added to the plan.
PruProtect said many advisers had utilised all aspects of its September product launch, as 73% of Serious Illness Cover Booster applications also being sold on the Vitality Optimiser basis.
PruProtect distribution and marketing director Justin Taurog said: "Designing insurance that gives tangible day to day benefits, as well as unsurpassed cover for the widest range of illnesses possible, has begun to yield fantastic results despite tough market conditions."
