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This has meant protection has been at the forefront of many discussions among providers, advisers and consumers.

Now, more than ever before, consumers are recognising the need for, and the benefits of, adequate protection.

Some are taking a more holistic view of financial planning and want to discuss options with a financial adviser. Others are just looking for peace of mind that even if the market or their circumstances change, their property and family are secure.

There is a greater appetite for more knowledge and information about protection and providers and advisers are ideally placed to help consumers.

In their 2007 Insurance Report, Swiss Re announced the protection gap stands at around £2.3 trillion. Again, this highlights the clear need for adequate protection. Rather than being negative about the current climate, these are just a few of the reasons new business may be generated from protection.

Protection can also help develop existing client relationships. There are a number of life stages that give an ideal reason to re-visit existing clients.

For example, when a couple have their first child they may want to take out a joint life insurance or critical illness policy to ensure there are enough funds to cover the mortgage and support their child if one of them died or became critically ill. Other life stages include marriage or helping children onto the property ladder.

Not only does this help build relationships with your clients but it ensures you have a recurring income stream. Most of us know retaining customers can be more cost effective than finding new ones.

Protection is sometimes seen as complex and time consuming. But in reality, writing protection business is straightforward. The online services offered by many providers means your client can receive a quote instantly, dispelling the myth that it is time consuming.

The quote also highlights the cost of the product, which is often less than the client expects. For the cost of a meal out or a monthly gym membership, clients can ensure they are covered. It is worth pointing out consumers are often quick to insure their mobile phone, television or car, which could be replaced relatively easily, yet they will not consider protecting their house or own life.

The majority of providers also offer electronic submission of application forms – some, like Aegon Scottish Equitable, have simplified underwriting questions and give immediate decisions online for straightforward life cover.

This makes a significant difference to completing protection business. Not only does it save time for you and your client but it takes the complexity out of the process. Other services, for example, a dedicated underwriting helpline ensure any queries are answered before the application is submitted. This means no time is wasted on applications being returned.

With a growing consumer need for protection, a huge protection gap and providers keen to help build your business, there is no real reason not to consider selling protection. And it might just be easier than you think.

Mark Meads, head of sales for individual protection at Aegon Scottish Equitable