Asda has entered into a partnership with LifeSearch, an independent life insurance and protection specialist, to become the first supermarket to offer access to all UK life and protection products on the open market.
<p>The new Asda Life service will be launched on January 29, 2007 and be available online and via the telephone. Asda will be the only supermarket to offer individually tailored advice on personal life and protection products, with the ability to access the UK marketplace. <br /><br />This innovative service comes in stark contrast to other retailers, which typically offer a one-size-fits-all product from just one insurer without further advice. <br /><br />The partnership will enable Asda to offer a variety of products, including life insurance, income protection and critical illness cover. <br /><br />We give our customers access to the full range of cereals, and now we can do the same in financial services through a true 'supermarket' service in the life and protection arena, commented Asda's director of financial services, Gev Lynott. Not everyone has the same circumstances, and through this new free service we are able to fully assess customer needs in a regulated environment and to offer them a product that truly suits their needs.<br /><br />As part of the service, Asda will also provide a price match guarantee on all protection products purchased through Asda Life for customers who can find a better value product for their needs.</p>