Enduralife to break into advised market

"The industry fails by having non-advised sales people in a process that compliantly denies her [the customer] the ombudsman’s protection."

But while Enduralife's base proposition has been non-advised sales, Paterson said he did not disagree with a lot of the comments made by people such as Baigrie. 

Paterson said: "Baigrie makes some valid points, and the regulator seems to be getting to grips with this, thanks to CP21 and the focus on the overarching consumer duty.

"There will always be people pushing the barriers in any channel; there are always people doing it the right way, and others doing it the wrong way. 

"Enduralife is one of the good guys in a part of the industry that is often seen as the dark arts."