LifeSearch has guaranteed its advisers will only recommend ‘own occupation' income protection in a bid to ensure customers will receive a payout if they cannot do their own job as a result of illness.
The adviser firm has pledged to offer the "best possible type of cover" to customers without resorting to lower levels of cover to cut the price or shorten the application process.
LifeSearch described ‘own occupation' policies as "the gold standard for income protection as the definition is considerably more likely to see real claims being paid."
It said in comparison, other policies offer less concrete definitions of a valid reason to claim, such as being unable to perform a number of routine occupations from a set list, which is the case with work tasks and Activities based definitions.
The guarantee has also been launched at the same time as the company released a new infographic to help consumer better understand income protection.
Tom Baigrie, CEO of LifeSearch, said: "Our advisers have always sought to recommend the most comprehensive solutions and the guarantee doesn't change our advice process, but sometimes consumers are unwittingly seduced by inferior products with a lower cost. So we promise that as long as you are working, we will only recommend an income protection policy that will pay out if you're unable to do your own job.
"People need to know that products vary but that their salary is properly protected with the right cover. On average more than 90% of all IP claims are paid in the UK, however the public perception is that that number much lower. This campaign aims to highlight the different types of cover as well as improving consumer trust in protection."
