AHowever, a report from Scottish Provident showed 75% of advisers can clearly see the opportunities presented by the introduction of gender neutral pricing, which will hike protection premiums for women.

Some two in three advisers said the Directive handed them an additional reason to talk to clients and one in six are specifically targeting female clients before the deadline.

Less than a quarter see the Directive as a threat, however one in ten think they may lose female clients ahead of the European ruling coming into force, but almost as many think they may lose male clients.

Jennifer Gilchrist, senior product development manager at Scottish Provident, said: “With prices on a range of protection products at an all-time low, our campaign is designed to paint a clear message that financial protection is a necessity and people should get it in place now before premiums increase.”

Gilchrist added: “It is clear that women are especially vulnerable to the increased costs of life insurance following the directive, but there will likely be price rises across the board. Advisers should take advantage of this now and encourage clients to protect their families against the worst case scenarios.”

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