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As a result the lead generator has announced it is the first to launch an accident, sickness and unemployment lead product.

Available from 5 August, the leads will be generated by consumers requesting advice on accident, sickness and unemployment or income protection only.

The news comes as PAA revealed it had seen unprecedented demand for term assurance leads in the past 12 months.

Simon Williams, head of business development at PAA Leads, said: "The current economic environment has focused consumers' minds on "what if" scenarios.

"Advisers are reporting a big increase in penetration rates for ASU on new mortgage business and for clients asking directly for the product."

Mr Williams said the demand for term assurance leads has seen their price double in the last year.

He said: "The credit crunch has meant that advisers are having to maximise cross selling opportunities through their mortgage business and look to other product lead types as well.

"We have seen a considerable increase in mortgage advisors diversifying their business into the term assurance market and this has had a huge impact on lead price."