LifeSearch has announced a new partnership with All in Place, the online software and services platform for the accountancy sector.
The collaboration will enable accountancy firms to offer SME clients direct access to life insurance, business protection and fee-free specialist advice, helping firms expand their service offering and strengthen client relationships.
The partnership aims to close a significant protection gap identified by All in Place research, which found that 78% of UK accountancy firms rarely or never conduct risk assessments to review their clients’ protection against ill-health or early death.
This leaves many business owners and families financially exposed.
Through the integration of LifeSearch’s advisory capability within All in Place’s digital platform, accountants can now provide clients with access to expert protection advice and tailored cover from a wide range of insurers.
The service supports both personal and business needs, without requiring firms to have in-house insurance expertise.
Ed Axon (pictured), chief growth officer at LifeSearch, said: “Business owners are diligent about protecting their tangible assets – their buildings, equipment, and legal liabilities – but often overlook one of their most valuable assets: themselves.
“This partnership with All in Place represents a significant step forward in our mission to protect people properly. By enabling accountants to take a holistic view of their clients’ business and personal protection needs, we’re helping to close a critical gap that leaves families and businesses vulnerable.
“Many business owners don’t realise they can arrange life cover tax-efficiently through their business. When protection is integrated into broader financial planning, with specialist advice, clients get comprehensive cover that truly safeguards what matters most.”
Richard Bertin, chief executive at All in Place, added: “We are delighted that LifeSearch has chosen All in Place as a strategic partner.
“Our collaboration makes it easier for our accountancy firms to help clients obtain specialist advice from market leaders, in what can be seen as a crowded and confusing marketplace.
“All in Place recognises there is an advice gap in the UK and an important role for accountants to play in helping clients manage risk. Business owners are often time and cash poor, so want peace of mind and a pathway to quality, specialist advisers.
“We have created All in Place Now, as a standalone division, to support accountants and their clients in getting straight through to best-of-breed advice, when a need is identified.”
Georgina Rollings, Co-CEO at Starfish Accounting and an All in Place client, took part in the pilot programme, reviewing term life and income protection options.
She said: “We had a level of critical life cover in place with a previous broker. We have been blown away by the more comprehensive offering at a lower price that we’ve been able to source through LifeSearch.
“It has given us reassurance for the future and, having been through a simple and convenient process with the LifeSearch team, we can highly recommend it to any clients needing protection for themselves, their families or their businesses.”
