Tesco Insurance and Money Services has launched a Free Parent Life Cover proposition with Aviva, offering £15,000 of free life cover to each parent for every child under 4 for 12 months.
66% of people said it is important to get recommendations tailored to their health or personal circumstances when buying through a bank, building society or high street retailer.
Vitality has surpassed one million insured lives across its UK life insurance business, with adviser numbers increasing by 50% over the past two years.
UnderwriteMe said women were also more likely to cite cost as a barrier, with 34% saying life insurance is too expensive compared to 30% of men.
Analysis of search data revealed online queries for life insurance increased by 22% year-on-year.
The new tool, AI Engine for Post-Issue Audits, aims to help insurers expand audit coverage without increasing underwriting resource.
Ryan Griffin, director of protection at Beagle Street, said: "It’s great to see the team’s hard work and dedication recognised.”
Debbie Kennedy, CEO at LifeSearch, said: “This partnership reflects a shared commitment to delivering greater value and better outcomes for customers."
The Life Insurance Playbook is designed as a practical guide for advisers working across mortgage broking, protection advice, wealth management and estate planning.
The offer includes life insurance, expanded critical illness cover and over 50s life insurance.
Ruth Gilbert said: “I'm delighted to see Scottish Widows join the ranks of those insurers making it simpler for advisers to ensure life cover can be paid in the way their clients expect.”
Research revealed that one in five people (21%) do not realise their life insurance proceeds could form part of their estate for Inheritance Tax purposes if not held in trust.