22 October 2020


Protection challenger Guardian is pleased to announce it is now live on the new Sesame Network panel. The panel is backed by a commitment from Sesame Bankhall Group to help advisers increase their protection knowledge and skills, and to monitor the panel to make sure it offers fair value. 

The Sesame Network go-live coincides with Guardian’s own commitment to improving adviser protection knowledge, through its newly launched adviser engagement campaign. In a stand-alone website – – the challenger presents a series of compelling human stories which advisers can use to assist their protection conversations with clients. 

The stories are designed to help clearly communicate both the need for protection and important differences between products. Featuring the rationale for choosing dual life for couples, as well as how differences in provider definitions can result in varying comprehensiveness of cover, the engagement campaign helps advisers explain the concept of value in a meaningful way. 

Richard Howells, Managing Director, Sesame Network, commented: “In our experience, protection conversations between advisers and their clients can be even more successful when brought to life through powerful stories. It can help to demonstrate true customer value by illustrating how people can manage their risks, as well as overcoming any potential hurdles and misconceptions, such as how people can secure adequate cover on a reasonable budget. The impact of the Covid-19 pandemic has brought these protection conversations into sharper focus, which is why Guardian’s campaign is well timed and can assist advisers in this important area.” 

Jacqui Gillies, Marketing and Proposition Director, Guardian, said: “Advisers have told us that since the start of the Covid-19 crisis they’ve seen an increased willingness by their clients to talk about protection. Our new campaign is designed to support those conversations. Using human stories to bring to life some of the real situations people could find themselves in, helps advisers have the right conversations with clients about risk appetite and what they value, to ultimately lead to better-informed protection choices.” 

The new adviser engagement campaign, developed in conjunction with Guardian’s marketing partner, Space, consists of a microsite and digital materials for advisers, including webinars and podcasts. Starting this month, it will run online, in various publications and with Guardian’s main strategic partners through Q4. 

-Release ends- 

Notes to editors:

Press enquiries to Natalie Robinson, 07789 501146, 

Guardian Financial Services is an appointed representative of Scottish Friendly
All products are provided by Scottish Friendly Assurance Society Limited (SFA) and we have an agreement with them to underwrite and issue the protection policies we distribute through the UK intermediary channel. As an appointed representative of Scottish Friendly Assurance Society Limited, Guardian Financial Services Limited is the market-facing brand under which we promote our proposition and engage with advisers. 

Background to Guardian Financial Services, owned by Gryphon Group Holdings
Guardian, the new life and protection insurance business, launched in 2018 and pledged to grow the protection market. The brand promise of ‘Life. Made Better.’ reflects the company’s commitment to rethink and reinvent protection for the better; making sure customers get cover that’s easier to understand, simple to buy and designed to never let them down. 

Guardian’s business partners
Gryphon Group Holdings is majority owned by Punter Southall Group as the largest equity capital investor. Its back-end technology partner is Liss Systems, the UK arm of Nasdaq-listed EXL. Its front-end technology, branding and marketing partner is Space, UK based financial services specialists. Risk partners are Hannover Re and Gen Re.