iPipeline has launched Feature Badging on SolutionBuilder, its protection quote and research portal, to help advisers compare policy features alongside price.
The update adds up to 12 visual badges to each provider quote, allowing advisers to identify product features and compare benefits against client needs.
Providers will also be able to highlight selected differentiators through “flagship badges”, which iPipeline said would make it easier to demonstrate value beyond the premium.
The launch follows Scottish Widows’ support for Advanced Underwriting, which was introduced on SolutionBuilder in 2025. Advanced Underwriting provides more precise upfront premiums and indicative terms for clients with the 20 most common medical disclosures.
Stephanie Hydon, VP, strategic partnerships at iPipeline, said: “Protection products differ by much more than just price. By deploying a simple, visual set of feature badges, advisers can quickly draw distinctions between products – meaning a richer, yet simpler recommendation process.”
Catherine Trimble, head of distribution at Scottish Widows, said: “We’re delighted to support iPipeline in launching new badging capability. Increasing transparency around product value for advisers and customers is a shared priority, and we welcome any innovation that helps highlight the features most relevant to individual customer needs.
“By making these distinctions clearer, we can help close the protection gap.”
John Scrivens, sales director at Stonebridge, added: “We’re genuinely excited to see continued innovation within SolutionBuilder and the introduction of Feature Badging. The ability to clearly highlight product features alongside premiums will support richer conversations with clients and help reinforce the true value of protection.”
“Combined with advancements like Advanced Underwriting, this is another example of how technology is evolving to better support advisers in delivering great outcomes for their clients.”
