SimplyBiz has entered into a partnership deal with challenger protection provider Guardian Financial Services.
The partnership will see the two companies collaborate to deliver marketing messages and training and educational opportunities to the adviser and wealth management firms who get services from SimplyBiz.
Last year Guardian returned to the protection market after raising £180m to establish a challenger business in that market.
Matt Timmins, joint chief executive of The SimplyBiz Group, said: "Guardian Financial Services offers a refreshing, transparent and differentiated approach to the protection market.
"We believe that the adviser firms who subscribe to our services will benefit from the clear, transparent user journey and high quality, technology-enabled product range offered by Guardian."
Guardian has joined about 150 life, pension, protection and mortgage providers who already have a distribution-enablement relationship with SimplyBiz.
Simon Davis, Guardian's chief executive, said: "The SimplyBiz Group has extensive reach into our distribution channel, working with around 25 per cent of the UK's intermediary population, and is a natural choice of partner for Guardian.
"Guardian is an enthusiastic advocate of the value of professional advice, which is why our products are available only through financial advisers, and we share The SimplyBiz Group's passion for making it easier for advisers to operate in the protection market."
SimplyBiz, which floated on the London Stock Exchange earlier this year, has more than 3,600 member firms across the UK.