A growing proportion of the population are using the internet to sort out their insurance cover. Thus, Bright Grey a protection specialist has launched a new simplified product.

The life insurance policy is aimed at consumers who choose to buy insurance without seeking professional advice first. The new product called Lifestyle Protection and is a low cost plan with fewer additional features that offers the option of Life Cover and Life or Critical Illness Cover as well as allowing cases to be accepted online without further medical evidence.

Roger Edwards, Proposition Director at Bright Grey said: "We need to recognise that a certain segment of the population are using the internet to buy protection without professional advice. This group choose the internet-only approach to buy and wouldn't look to buy in any other way. Until now there hasn't been a product that offers Life or Critical Illness Cover specifically tailored to this group of people, where they can complete the whole process online.

"This proposition gives us proper access to that distribution channel, which runs in parallel to the advice-led IFA market, where we already have a strong menu proposition.