The mutual insurer, formally known as Exeter Family Friendly, has changed its Pure Protection and Income One policies, which it said makes both more flexible and affordable.
The changes include a two-year maximum claim period, a fixed benefit period and an increased maximum finishing age of 70, which also applies to Income One.
The Exeter is also offering one month’s free premium across its range.
Director of distribution and marketing, Simon Philp, said the rebrand and product changes should usher in a more retail oriented brand.
“Offers are part of our buying culture and if we really want to grow the protection market, we need to start thinking less like insurers and more like retailers – developing simple products, offers and processes that make sense in today’s world,” he added.
