Specialist protection insurer Exeter Family Friendly has introduced a new suite of material for its marketing toolkit, the Protection Path.

The mutual says that since launching the microsite six months ago to help advisers grow their sales of income protection, it has enjoyed “high levels of engagement” from the adviser community, creating almost 100 bespoke marketing campaigns to help them target new and existing customers.

Mike O’Brien, head of sales and marketing at Exeter Family, said: “The feedback we have received from advisers in the last six months has been fantastic. They really appreciate the support we have provided in not just offering them a wealth of unbranded content to help them start conversations with their clients, but also personalising posters and leaflets with their contact details for greater impact.

“It was always our intention to keep the content fresh and we’re hoping the new material will receive similar positive feedback. One of the new conversation starters is aimed at clients who regularly play sport; an idea we developed following a suggestion from several advisers.”

In addition, the mutual said the the Protection Path gives advisers statistics and useful tips to help them make the most of their conversations.

Graham Sayer, principal of James George Financial Services, said: “I’m a big fan of the Protection Path and have seen great value in using it to promote income protection to a wider audience.

“Income protection is still a massively undersold product. Sometimes all it takes is for a potential customer to ask ‘what would happen if?’ before they are sold on the idea of taking out cover; that’s what the material in the Protection Path enables me to do.”