PMS Mortgage Club and Sesame Network have completed the first stage of their Rewire Routines protection campaign, following backing from 700 advisers who supported the initiative, and in doing so also helped to raise over £10,000 for the British Heart Foundation.

The Rewire Routines campaign launched in May and ran for 21 days in June, with the aim of turning good intentions into healthy habits. Advisers signing-up to the campaign charter received access to a range of protection resources and the initiative was supported by many of the UK’s leading protection providers. Advisers were challenged to make protection a central part of their client conversations, which included providing a protection and general insurance quote to every mortgage customer during the campaign period.

For every adviser signing-up a donation was also made to the British Heart Foundation by PMS and Sesame, which was matched by protection providers Aviva and LV=, raising over £10,000 for the charity.

Mark Graves, managing director at Sesame and PMS, said: “We are very pleased with the success and level of industry participation in this initiative. Protection is the foundation of financial planning and our aim is to help place this important topic at the heart of advisers’ conversations with their clients.

“With the support of our adviser and provider partners we have also been able to contribute to the British Heart Foundation’s valuable work, who were the natural partner for this initiative. PMS and Sesame are committed to building on this campaign and working with the financial services community, to help more advisers have deeper protection conversations with their clients and turn good intentions into healthy habits.”

Katherine Stybelski, fundraising manager at The British Heart Foundation, added: “It is great to see some of the UK’s leading financial services brands joining forces to support our efforts and the work undertaken by The British Heart Foundation. This type of community engagement helps to raise valuable funds to research cures and treatments into heart and circulatory disease.”