The business is headed by Mark Graves, who joined HL Partnership as chief operations officer in November after leaving Sesame Network and PMS Mortgage Club earlier last year.
It is backed by Josewin, the investors behind HLP and Mortgage Support Network, and is initially targeting mortgage clubs and networks.
Three networks and a mortgage club have already signed-up for their protection business and the firm said it was also talking to several other large players.
A rollout to individual broker firms and advisers will be part of a second phase of development during the Spring.
Training and development
“With a unique focus on improving the protection sale through the training and development of mortgage advisers, Auxilium aims to use its methodology to bring real growth to the protection market,” the firm said.
It will provide a “bespoke business to business service offering a tailored suite of protection products to suit the individual needs of its business partners,” it continued.
Auxilium said it will also help intermediaries raise customer awareness about the need for comprehensive advice.
“By consolidating the tools, sales information and articles made available by providers, Auxilium will offer a tailored sales and support process along with guidance on how to give customers the best protection advice,” it said.
Alternative way to work
Graves believes the firm will help the UK protection market meet its full potential by showing advisers an alternative way of looking after their customers.
“The main choke points are access to the right information and the subsequent delivery and dissemination of that information through the adviser market,” he said.
“Our mission is to enfranchise, educate and encourage every adviser in the UK to see protection as the foundation to every mortgage and finance recommendation.
“Ultimately, we want to bring change to a market crying out for innovation.
“Firms and advisers are desperately in need of real support to help them develop a culture where the protection advice customers receive is every bit as thorough as their mortgage recommendations,” he added.
Andy Peters, distribution director at insurer Guardian, said: “It’s always good to see innovation in the protection distribution space.
“The real benefit will be when every mortgage client receives protection advice – which would be a big step forward to gaining consumer trust and growing the UK protection market.”
Protection Review marketing director Roger Edwards added that he was excited about the potential of the launch.
“Companies in different parts of the protection market supply chain have always worked well together and closer levels of collaboration all benefit the customer,” he said.