The Exeter (formally known as Exeter Family Friendly) has made additions to its Pure Protection and Income One policies.

It has added the option of a two year maximum claim period and a fixed benefit option to guarantee a level of income at claim.

The mutual has also increased the maximum finishing age of 70 – which also applies to Income One.

To compliment these enhancements, The Exeter has announced that all new income protection applicants will receive one month’s free premium across the product range.

“Our new brand is just the beginning of the evolution of our products, which begins today,” explained Simon Philp, director of distribution and marketing.

“This range of enhancements, to both Pure Protection and Income One, makes our plans more flexible to the lives of today’s consumers and gives advisers yet another great reason to recommend The Exeter.”

“Offers are part of our buying culture and if we really want to grow the protection market, we need to start thinking less like insurers and more like retailers – developing simple products, offers and processes that make sense in today’s world.”