L&G has launched a standalone critical Illness cover product, which it says has been developed in response to adviser, customer and market insight.
It said the new proposition recognises the growing need for flexibility within protection advice.
It added that that clients' needs are not always best served through a traditional life and critical illness policy.
Advisers can now recommend critical illness cover as a standalone product or alongside standalone life cover, income protection and other protection solutions, L&G said.
It said the standalone option may be relevant for clients who already have life cover in place, want to address specific protection gaps, or are reviewing their cover as their needs evolve.
The product includes children’s cover options and additional features including increasing cover, total permanent disability and waiver of premium.
Pippa Barber, commercial director of retail annuity and retail protection, L&G, said: “No two clients follow the same path, so protection choices need to reflect their individual circumstances and the different risks they are managing.
“By allowing critical illness cover to be selected on its own, the standalone option gives advisers more flexibility to build holistic, personalised protection recommendations around each customer’s priorities, existing arrangements and protection needs.”
According to FCA data, 58% of adults have no life insurance, critical illness cover or income protection – and 59% of that group has never considered it.