VitalityLife has announced a 26% increase in business protection sales in the year to June 2015.
This represents a a £4.9m increase in new annual premiums, up from £3.86m, the insurer said.
Sales of its Relevant Life policy have also increased by 91% since Vitality health and rewards benefits were added to it at the end of last year.
It is the eighth consecutive year Vitality has grown Business Protection sales.
Justin Taurog, managing director of sales and distribution for VitalityLife said: "We are working hard with advisers across the industry to help grow the protection market and we have now continued to grow our business protection sales for an 8th consecutive quarter.
"In addition, 2 out of every 3 business owners are choosing to include our Vitality health and rewards benefits on their RLP cover as an employee benefits package."
Roy McLoughlin, partner at MasterAdviser, said: "Business Protection is a growing area of the market and it's good to have Vitality as part of that sector.
"It's an offering that allows employees to benefit from healthy living and the rewards keep them appreciative of the cover they have in place.
"It's welcome news for the adviser when clients are using their benefits regularly."
On Monday 6 April
Three key reasons why
At 99 City Road conference centre
Benefits being used to support employees