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True Potential launches protection partnership with Canada Life

Technology and advice firm True Potential has launched a new range of protection products available on its own platform, providing advisers with the first end-to-end service of its type.


The partnership with Canada Life, which underwrites and administers all policies, will see four new mortgage and term protection products for advisers and their clients.


Uniquely, the process from of quotation and application will all sit within True Potential’s in-house platform, providing a ‘one-stop-shop’ for advisers.  


Full integration with Canada Life and its sophisticated online underwriting engine, powered by UnderwriteMe, enables advisers and clients to see the cost of cover immediately. Clients can then take out the policy, and receive fully underwritten terms delivered to their own individual client website, within minutes.


Having undertaken a full market review of providers, True Potential’s decision to enter the protection market now comes amid calls from advisers for a platform that can both quote, complete an application and issue terms.


True Potential Senior Partner, Mark Henderson, said: “The aim of this suite of protection products is to make both the adviser and client journeys simple and cost-effective. Increasingly, advisers have told us that’s what they want and by having control of the technology, we can offer a unique, immediacy of service. The client gets a great deal and the adviser can offer a swift purchasing process.


“Technology continues to shape how financial products are delivered to consumers. We have seen this in the investment world and have built world leading facilities into our True Potential systems. We can now repeat this with our protection products with our unique offering.


“We are very happy with what we have built with Canada Life and the way clients have visibility and interaction throughout. We believe in setting financial goals with clients throughout their lives and protection is an increasingly important part of that planning.”


Jonathan Ford, Director of Individual Protection at Canada Life, added: “We are simply delighted to be chosen by True Potential. Having launched our range of value-laden products in 2015 we have been seeking ambitious partners.


“With an eye on being easy to do business with, we have a unique suite of support services customers can use without ever needing to make a claim. We genuinely believe efficiency and value can work hand-in-hand to deliver outstanding results.


“When we align the intuitive application journey, provided by the UnderwriteMe software, and the ability to immediately purchase protection with a respected brand like True Potential we have provided customers with a unique and easy way to buy protection.”


Phil Jeynes, Head of Sales and Marketing at UnderwriteMe, commented: “Both True Potential and Canada Life are examples of what can be achieved with the power of technology in a good business. We are thrilled that UnderwriteMe’s unique quote and buy platform is underpinning this new partnership in the protection market.”


The new True Potential Protection range is available to clients through the 20% of all UK financial advisers using True Potential’s services.


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Canada Life Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Canada Life International Limited and CLI Institutional Limited are Isle of Man registered companies authorised and regulated by the Isle of Man Financial Services Authority.

Canada Life International Assurance (Ireland) DAC is authorised and regulated by the Central Bank of Ireland.

Stonehaven UK Limited and MGM Advantage Life Limited, trading as Canada Life, are subsidiaries of The Canada Life Group (U.K.) Limited. Stonehaven UK Ltd is authorised and regulated by the Financial Conduct Authority. MGM Advantage Life Limited is authorised and regulated by the Financial Conduct Authority.