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Following research to identify which areas of the site were proving to be most popular with advisers, the provider has added sales aids, video demonstrations and specialist interviews.

Axa found the most popular area of the site, which was launched in March 2008, was its adviser tool kit area that 28 per cent of advisers looked at.

The protection specialist also discovered information on mortgage protection products was popular with 27 per cent of advisers searching for this content.

Axa has also added two new customer-facing sales aids on income protection, as 95 per cent of advisers clicked through to download content on this subject, according to the provider.

As well as sales aids advisers can now also view an in-depth interview with Mike Taylor, chief underwriter for Axa protection on underwriting philosophy, developments and claims.

Iain Mallon, director of protection marketing for Axa, said the insurer wanted to share its expertise with advisers and would be looking to add further interviews to the site with specialist members of staff. He said this would give advisers valuable insight into future developments within the protection industry.

Mr Mallon said: "We want to help advisers make their customers understand their need for protection in order to start closing the £2.5 trillion protection gap that exists in the UK."

Keith Richards, group distribution and development director for Tenet Group, said: "Axa's fresh approach to skills and application training offered to members of Tenet's networks earlier this year led to positive increases in protection sales, and the additional tools and support offered through their expanded protection website are welcome."