Protection specialist LifeQuote has revealed a new brand identity, designed to better represent its core purpose of removing the barriers to protection advice.

The rebrand reflects LifeQuote’s position as an end-to-end protection sales support service for advisers. It includes a new logo, updated website and tools to help advisers write more protection.

The improved site provides more technical detail covering how LifeQuote can take on the hassle and risk of writing protection, as well as offering advisers better persistency, reducing the risk of commission clawback.

The new website includes LifeQuote’s Protection Revenue Opportunity (PRO) tool, where advisers can add just a few basic commercial figures to find out how much time they can save and additional protection revenue they can earn, when using LifeQuote to administer their protection cases.

Last year, LSL Property Services, which includes the PRIMIS Mortgage Network and TMA mortgage club, acquired a 60% stake in the business. The investment will allow LifeQuote to focus on increasing the number of partners it works with and provide more opportunities for advisers to grow their protection business.

Iain Clark, LifeQuote’s chief commercial officer, said: “The rebrand is an exciting step in our journey to strengthen LifeQuote’s position in the market – no one makes selling or administering protection easier. We have a strong heritage of innovation, being the first technology provider to launch multi-benefit quotes in 2006.

“The new website includes our recently expanded range of products and services, and with technology like our Protection Revenue Opportunity (PRO) tool advisers will be able to calculate how much time they could save on each case and how much more protection revenue they could be making with us.”