Online searches for 'protection' products increase by 39% since January 2010

10 Nov 2010

  • Online searches for ‘group protection’ increases by 86% since the start of the year
  • IFAs need to ensure their online activity reflects the additional services offered when advising on life protection, the professional advice website, reveals the volume of online search engine enquiries for ‘protection’* products has increased by 39%** since the start of 2010.  The volume of searches for ‘group protection’ has also jumped by a massive 86%*** since the start of the year.

This increase in online search engine enquiries suggests that more and more people are now researching ways to ensure that their dependents will be financially stable after they die – resulting in peace of mind should the worst happen.  With many people feeling the increasing strains of financial responsibility, they appear to be taking action to ensure their mortgage would be paid, their children’s future education looked after and their cost of living would be covered if the main breadwinner died. 

The figures also show that businesses are looking into the options of group protection for their employees, providing an extra safety net for their staff.

Karen Barrett, Chief Executive of comments: “These figures show more and more people are researching protection products online, and while some simple life cover policies are increasingly sold online, there is still a gap in the levels of life assurance held by the average person.  There has never been a better opportunity for IFAs to showcase the value of getting professional advice, to ensure that individuals and businesses get the right levels of cover for them, and they can access all of the products on the market.  An IFA can also ensure that the life assurance is written in trust so it’s out of the individual’s estate.”

“With such a surge in online consumer searches, IFAs need to ensure their online activity reflects the additional services offered when advising on life protection.  Checking your website is up to date with the details of the protection IFAs at your firm, adding a short article on the importance of protection in the current environment, and even explaining the various protection products available will keep your website ‘fresh’ and may help to ensure your firm appears higher up on the ‘protection’ search results.”

IFAs wishing to improve their touch points with consumers should ensure they list up to date details on their profile.  By signing up to’s enhanced advertising package, IFAs get an enhanced listing on the ‘find an IFA’ consumer search with email and website enabled links, access to the Professional Connections service, and now also a profile on the iPhone ‘find an IFA’ application. 


*The term ‘protection’ has been calculated by grouping the following search terms:

  • Life assurance
  • Term life insurance
  • Life insurance
  • Life insurance companies
  • Life insurance quotes
  • Whole life insurance
  • Personal protection

**Number of Google searches on the keyword ‘protection’ in January 2010 = 1,023,600

Number of Google searches on the keyword ‘protection’ in August 2010 = 1,419,800

Percentage increase = (1,023,600 – 1,419,800) /1,419,800 *100 = 38.70%

*** Number of Google searches on the keyword ‘group protection’ in January 2010 = 2,900

Number of Google searches on the keyword ‘group protection’ in August 2010 = 5,400

Percentage increase = (5,400 – 2,900) /2,900 *100 = 86.21%

Anna Schirmer/Anna Moulds/Ellie Brooke, Lansons Communications:  020 7294 3682

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About, the professional advice website

The portal is a free and confidential UK-wide search matching consumers with local professional advisers: ‘find an IFA’, ‘find a mortgage adviser’, and ‘find a solicitor’, and is currently inviting registrations for its ‘find an accountant’ service.  These searches enable consumers to find professional advisers by postcode, area of specialism, qualification and payment method. In 2009, fulfilled half a million searches for local, professional advice. 

IFA Promotion, the organisation behind, is now in its 21st year, and was set up to promote the benefits of independent financial advice to consumers.  IFAP is sponsored by the following companies:

Registered Office: is the consumer brand of IFA Promotion Ltd, 90 St. Vincent Street, Glasgow G2 5UB. Registered in Scotland: No. 114606

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