Only 17% of respondents voted price as the most influential factor, compared to 48% for product and 33% for service.
The survey was conducted during the Online Seminar on Business Protection, called Building a Case for Business Protection, held by Friends Provident in December. Over 200 advisers viewed the Seminar live on the day.
Mark Jones, head of protection marketing, at Friends Provident, said: “The survey results highlighted the difference in the key drivers between the Business Protection and individual market. Our product was designed with these drivers in mind to specifically meet the needs of both advisers and their clients.”
