The Exeter is offering two months of free income protection to new clients as part of a limited special offer.
Its protection plans, Pure Protection, Income One and Bills & Things, will now include two months of protection free of charge.
The Exeter is providing this offer to new applicants across all three of its income protection plans.
With 61% of UK workers having no form of protection to replace lost income in the event of serious illness or injury, many consumers are ill-informed about the importance of income protection schemes, The Exeter said.
As part of its promotional efforts, The Exeter hopes the new offer will raise consumer awareness.
Karen Woodley, head of sales at The Exeter, said: "Income protection should be the bedrock of financial planning, but suffers from a general lack of consumer awareness. This offer will give advisers another great reason to discuss income protection with their clients, whilst making cover against ill health even more affordable."
"With the uncertainty currently affecting the UK, we appreciate that protection insurance may not be at the top of every consumer's priority list. With this offer, we want to reassure advisers that one thing they can be certain of is The Exeter's commitment to helping them protect more clients."