While overall pure protection sales fell by 1% between 2009/10 and 2010/11, the proportion of intermediary sales increased from 86% to 89%.
The rise was mostly driven by income protection products - the number sold by intermediaries rose from 74% to 82% over the period - and then by standalone critical illness which increased from 46% to 51%.
The highest proportion of advised sales, 92%, was observed in the market for critical illness sold as a rider benefit.
The FSA said this was expected since the contracts were usually sold together with a mortgage, usually with advice. The ratio was unchanged from the previous year.
Kevin Carr, chief executive of Protection Review and managing director of Kevin Carr Consulting, said: “News that intermediaries are recommending more protection products is great for the market and more importantly for consumers, especially during difficult economic times.
“There is a school of thought which says people go back to basics during tough times and that seems to be what is happening here.
“There is a risk that in the future everyone will buy off the shelf products based on price alone, which certainly doesn't always provide the best cover, and this is where advisers can add value, in recommending suitable cover at the best price.”
