The former managing director of Sesame has launched a protection club to "revolutionise" the sector.
Mark Graves left Sesame in September to join mortgage and protection networks HL Partnership and the Mortgage Support Network as chief operating officer.
He has now launched Auxilium Partnership, which is backed by Josewin, the investors behind HLP and Mortgage Support Network.
The company will aim to provide a tailored suite of protection products to suit the individual needs of its business partners but will also aim to support intermediaries in increasing customer awareness about advice.
By consolidating the tools, sales information and articles made available by providers, Auxilium aims to offer a tailored sales and support process along with guidance on how to give customers the best protection advice.
Mr Graves said: "The UK protection market hasn't met its full potential. The main choke points are access to the right information and the subsequent delivery and dissemination of that information through the adviser market.
"Our mission is to enfranchise, educate and encourage every adviser in the UK to see protection as the foundation to every mortgage and finance recommendation.
"Ultimately, we want to bring change to a market crying out for innovation. Firms and advisers are desperately in need of real support to help them develop a culture where the protection advice customers receive is every bit as thorough as their mortgage recommendations."
Auxilium has already secured the protection business of three networks and a mortgage club, and is currently talking to several other large players.
The rollout to individual firms and advisers will be part of a second phase of development during the spring, with the launch of the Auxilium Protection Club.
Roger Edwards, marketing director of Protection Review, said: "Companies in different parts of the protection market supply chain have always worked well together and closer levels of collaboration all benefit the customer.
"Auxilium brings another distribution perspective to the industry and we’re excited to see how this helps grow the protection market."