The average payout made by Bright Grey was £77,000.

Kevin Stevens, head of sales at Bright Grey, said: “We’re aware that there’s more to recommending a provider than the payout. Another big consideration is the level of service claimants receive. Advisers need to be confident that the provider they recommend will treat claimants with care and compassion at a very difficult time.”

He added that its Helping Hand service, which gives all plan owners and their families access to a personal nurse adviser who has undergone bereavement training, had been well received.

Stevens said: “Traditionally, people have thought of life cover only as a commodity product. But the evidence we have witnessed in terms of the take up of bereavement counselling within our Helping Hand service indicates that claimants see this as adding real value.”