However, in a market of multiple providers with strong propositions, support services have to form part of any recommendation and clients need to be fully informed in order to make the best decision.
When budgets are tight, as they are now for many employers, a policy with no claims and no support service usage may be the first thing an organisation considers cutting back on.
In summary, we have an opportunity to make support services something employers and employees truly understand and want to use, rather than ignore.
There is no premium increase or reduction whether they are used or not, so employers should look to promote them wherever possible. And looking forward, advisers should embrace the existence of support services to protect their clients, grow new revenue streams and enable genuine value to drive client choice.
Paul Avis is strategic propositions director at Canada Life