Protection Guru has announced a major enhancement to its Pro platform, expanding the number of searches advisers can perform under a standard licence and allowing multi-product assessments using a single credit.
The move increases adviser search capacity by 250% and aims to support compliance with FCA Consumer Duty requirements by facilitating value-for-money comparisons across all protection product types.
Protection Guru Pro enables advisers to assess both price and proposition for life insurance, critical illness, income protection, family income benefit and business protection.
Previously, users could generate up to 10 reports per month before needing to purchase additional credits.
The new structure allows far greater usage with no extra cost, making it easier for advisers to provide fair value assessments across their client base.
In the first half of 2025, 60% of searches on the platform were for critical illness plans, followed by income protection at 23% and life protection at 13%.
With increased search capacity, advisers can now apply the platform across all product areas more consistently.
Ian McKenna, founder and CEO of Protection Guru, said: “We have found many advisers misunderstand what our service is designed for.
“While uniquely we can provide assessment of Critical Illness plans for new and replacement businesses based on comparison on the professional analysis of an esteemed panel of doctors, epidemiologists’ consultants and specialists, this is just part of the service.
“We give advisers the means to carry out value for money analysis across the full range of major term protection plans.
“This enables firms to demonstrate better consumer outcomes, improve their Consumer Duty compliance and based on research amongst our users, significantly increase their income.
“By helping clients easily see why a plan that is not the cheapest, may be far better value for money, clients are likely to be willing to agree to the slightly higher premium for the better plan.
“Research with our users in Q4/24 identified that on average an adviser achieves an increase of £295 per policy sold using our system thus recovering six times the £40 + VAT licence fee with their very first sale.
“To be clear our primary motivation is improving consumer outcomes but the fact that we can do that and significantly increase adviser income is a positive side effect.”
Helen Baker of The Right Mortgage member HVB Financial Services added: “I am delighted Protection Guru are increasing the number of credits we get each month.
“We use the system so much we have regularly needed to buy more. Protection Guru Pro has been a huge benefit to our business and has enabled us to significantly increase the amount of protection business we are able to write.
“It provides us with the clear evidence of which plans are best and why, in each client’s particular situation which plan is better than others and why.
“This helps us give better advice to clients and meet our Consumer Duty obligations to examine value for money.”
