PMS Mortgage Club and Sesame Network has begun its new protection initiative, with the support of over 600 advisers who have signed-up to the campaign charter following its launch.

The Rewire Routines campaign runs for 21 days, from 4 June to 24 June. Advisers are being challenged to make protection a central part of their client conversations, which includes providing a protection and general insurance quote to every mortgage customer during the campaign period, with the aim of helping to reduce the UK’s protection gap.

Advisers signing-up to the campaign receive access to a range of protection support materials. For every adviser who signs-up, a donation will also be made to the British Heart Foundation by PMS and Sesame. This is being matched by a number of protection providers and aims to raise over £10,000 for the charity. Rewire Routines is an industry-wide campaign and advisers can still sign-up and obtain further information by visiting www.rewireroutines.co.uk.

Mark Graves, managing director at Sesame and PMS, said: “Our day-to-day lives are dominated by habits and routines. However, studies have found that habits can be changed and new ones formed over a period of 21 days. That’s the stimulus for our Rewire Routines campaign, which is aiming to improve customer conversations and turn good intentions into healthy habits.

“Working together, we can help to put protection at the heart of the advice process and make a real difference to people’s financial wellbeing. The response from advisers, providers and the wider industry has been tremendous, so people can clearly see the benefits.

“This is the beginning of a long-term initiative, which will challenge us all to break down the barriers – one-by-one – that are preventing more protection conversations from taking place.”

Mike Farrell, protection sales director at LV=, said: “”t LV= we believe the need for a safety net to protect against financial shocks is vital and that everyone should have access to quality financial protection. Income Protection can give your clients peace of mind that they’d be protected if they were unable to work due to an accident or illness – yet very few people have protection in place.

“That’s why we’re delighted to support the Rewire Routines initiative; to encourage advisers to add protection to every conversation and ensure as many people as possible are protected against personal financial shocks.”