Ageas Protect has introduced product labelling – a first for the protection industry, it has claimed.

The move sees the protection provider using consumer signposting onto its pre-sale marketing material, beginning with its Key Facts documents of its menu-based ‘Your Life Plan’ products and the ‘Real Life Cover’ product.

If the initial launch is successful the initiative is likely to be extended and used across all consumer-facing material.

Ageas Protect says its product labelling takes into account the major needs that consumers have to consider including death, terminal illness, specified critical illness, long term sickness, total & permanent disability, and unemployment.

Andy Milburn, head of marketing at Ageas Protect, said: “As a nation we’ve seen how well food labelling works. Ageas Protect has now applied the same thinking to protection products. We can use this clear and simple approach to help show consumers the potential needs that they may not have mitigated as a result of their initial purchase