Six hundred advisers have sign-up to PMS and Sesame's protection campaign charter.
The Rewire Routines campaign, which runs for 21 days from today (4 June), challenges adviser to make protection a central part of their client conversations.
This includes providing a protection and general insurance quote to every mortgage customer during the campaign period, with the aim of helping to reduce the UK's protection gap.
Mark Graves, managing director of Sesame and PMS, said: "Our day-to-day lives are dominated by habits and routines.
"However, studies have found that habits can be changed and new ones formed over a period of 21 days. That is the stimulus for our Rewire Routines campaign, which is aiming to improve customer conversations and turn good intentions into healthy habits.
"Working together, we can help to put protection at the heart of the advice process and make a real difference to people's financial wellbeing.
"The response from advisers, providers and the wider industry has been tremendous, so people can clearly see the benefits. This is the beginning of a long-term initiative, which will challenge us all to break down the barriers – one-by-one – that are preventing more protection conversations from taking place."
Advisers signing-up to the campaign receive access to a dedicated support hub that offers a range of resources and materials to help them on the journey.
This includes adviser drop-in clinics with protection and general insurance providers to help resolve any recurring issues.
They also are given guidance on the importance of creating good habits, along with tips on how to incorporate protection and general insurance into customer conversations and the advice process.
Adviser also have access to webinars hosted by leading product providers through the 21 day initiative with tips and training techniques to help top-up knowledge gaps.
For every adviser who signs-up, a donation will also be made to the British Heart Foundation by PMS and Sesame.
This is being matched by a number of protection providers and aims to raise more than £10,000 for the charity.
The campaign has received widespread support from protection providers across the financial services industry, including Mike Farrell, protection sales director at LV, who said: "Income protection can give your clients peace of mind that they would be protected if they were unable to work due to an accident or illness – yet very few people have protection in place.
"That is why we are delighted to support the Rewire Routines initiative; to encourage advisers to add protection to every conversation and ensure as many people as possible are protected against personal financial shocks."
Advisers can find out more about the Rewire Routines campaign and sign-up to the charter by visiting www.rewireroutines.co.uk for more information.