The survey also showed that the payment of claims rather than cheap premiums was of paramount importance to policyholders.
In terms of features which would justify paying more for a plan, the ability to make multiple claims, coverage of more illnesses and a greater chance of receiving a payout all received strong agreement.
PruProtect said the results of the survey gave strong evidence its approach to protection product design was in tune with customer needs and would strengthen confidence among the intermediary community.
Justin Taurog, marketing and distribution director at PruProtect, said: “Serious illness cover continues to provide the backbone of our ongoing growth in the UK market and we have always been confident that severity-based cover provides the best value for money for consumers.
“This independent survey demonstrates that our confidence is well placed.
“We will continue to innovate and improve our product offering with intermediaries and their clients in mind at all times.”
