Former Life Brokers Association (LBA) president Ron Flood applauded Cigna’s move, saying it would make more people aware of the product and encourage more people to get cover.

Flood was also critical of advice industry attacks.

“The problem is we’ve got too many brokers and advisers, AFAs, RFAs, that think they’re the be all and end all and they’ve got a God given right to be the only ones to write business.”

He also said the increased awareness would actually be beneficial to advisers.

“It’s free marketing for us, the more people out there promoting the business, writing the business, the more opportunities are created for us.”

Even if an existing customer opted to change their cover to Cigna, Flood said that in itself presented an opportunity for the adviser.

“We always have an opportunity. Every time somebody rings up a company to cancel their policy they notify the adviser that they’re going to cancel their policy. I know straight away if somebody is sniffing at the door and I can decide whether I want to keep this client and get out and see them straight away.”

He said he then has the option to meet the client, “sit down and talk about it and I’ll show them why they shouldn’t go with Cigna.”

He also dismissed critics who claim the product is too complex to be sold online, conceding that while income protection is a complicated product, “you don’t have to be a rocket scientist.”

Interestingly, criticism for the move – and support for the advice channel - came from online life insurance provider Des Morgan, founder of Insurance4Me.

“It’s too difficult to do online, it’s a lot more technical and there’s a lot more information you need to get income cover, so I wouldn’t consider it,” Morgan said.

“Income protection could be a can of worms, I think people really need advice, there’s too many options available.”