The insurer unveiled its menu-based proposition in June with four distributor firms – London & Country, Paradigm Mortgages, Sesame Bankhall Group and The SimplyBiz Group.
It said intermediaries across the UK can now register with Guardian directly and start writing business.
Guardian’s protection offer will be available on iPipeline and Iress from today and with Synaptic Webline and LifeQuote following in the coming weeks.
The first products available are critical illness and life insurance, with income protection to follow in early 2019.
Guardian said its critical illness plan will cover the major illnesses such as cancer, heart attack and stroke, but payout for the most commonly claimed illnesses will rely on the word of a UK medical consultant rather than the typical approach of requesting detailed medical evidence from a GP.
The insurer added that its application form asks any further relevant questions in real-time instead of revisiting the details at the end of an application.
Instant online underwriting
Guardian distribution director Andy Peters (pictured) said it had worked closely with its pilot partners to ensure that where product features differed from the market it was easy for advisers to compare quotes and pass the relevant client information on.
“We expect our online application process and underwriting rules to allow the majority of applications to be underwritten and give instant decisions online,” he said.
“Yet technology is only part of our story. We’re a people business, and technology will never replace the need for one-to-one relationships and truly personal service.
“We’ll be supporting our technology with experienced sales and operations teams to complement our online service and give advisers the right support when they need it,” he added.
Punter Southall Group is the major investor in Gryphon Group Holdings which owns Guardian, together with Leadenhall Capital Partners.
Guardian chairman Peter Mann said: “I truly believe that the time is right for a new entrant in the protection market to make a real difference.
“And I also believe that the only way to grow the market is through advice, which is why we’ve chosen to distribute through intermediaries.
“We want to bring greater choice to advisers with a clear focus on delivering the very best outcomes for their clients.