13 December 2022


Guardian has today announced that it has secured a position as one of L&C’s Preferred Critical Illness Providers. L&C continues to offer products from across the market to their customers to best meet their needs. However, the Preferred Providers are selected based on a broad range of factors across product features and service that should help deliver the best customer outcomes. The Preferred Provider position represents an important distribution opportunity for Guardian, increasing their opportunity with one of the UK’s major mortgage advice firms consisting of nearly 350 mortgage advisers and 100 protection advisers across the UK.

Guardian is well-known in the market for its high-quality Life and Critical Illness protection propositions, its Protection Builder 2.0 menu platform, its approach to underwriting and bespoke claims support, and its service levels. During 2022, Guardian has been recognised by 12 independent awards and/or ratings including, most recently: Outstanding Individual Life Insurance at the Cover Excellence Awards in November; 5* Service at Financial Adviser’s Service Awards for the fourth year in a row; and Best Underwriting and Claims Award at the Protection Review Awards in December.

Guardian’s Sales Director, Hilary Banks, said: “We’re delighted to have won this coveted position as one of L&C’s Preferred Critical Illness Providers. This is testament to the amazing work the team at Guardian do every day to make life better for advisers and clients. We look forward to working with L&C’s advisers and clients to introduce Guardian’s award-winning proposition and get more people the protection they need.”

L&C’s Advice Director, Mark Harrington, said: “We’re very happy to deepen the already strong relationship that we enjoy with Guardian. We have been impressed by Guardian’s proposition, service levels and approach, and look forward to working with the team going forward, supporting our advisers to help more clients increase their financial resilience, through making high-quality, needs-based, protection recommendations.”

-Release ends-


Notes to editors:

Guardian’s 2022 awards and ratings can be found on our website and are listed below

PROTECTION REVIEW, December 2022, Best Underwriting and Claims
FINANCIAL ADVISER SERVICE AWARDS, November 2022, Pensions & Protection: 5 Stars
COVER EXCELLENCE AWARDS, November 2022, Outstanding Individual Life Insurance
PROTECTION GURU AWARDS, October 2022, Protection Guru Doctor’s Award, Best Insurer for Protecting Clients with Families, Best Insurer for Protecting a Mortgaged Client
COVER CUSTOMER CARE AWARDS, September 2022, Outstanding New Partnership with Krysalis
PROTECTION GURU, April 2022, Mortgage Protection (Life only): Gold, Family Income Benefit (Life Only): Gold, Family Income Benefit (Critical Illness): Gold, Critical Illness Cover: Gold
THE FINANCE PLANNING GROUP, January 2022, Protection Provider of the Year 2021

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 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. Guardian partners with UnderwriteMe for its Underwriting Engine, Liss Systems, the UK arm of Nasdaq-listed EXL, for its policy administration technology, and Space, for its front end technology, branding and marketing. Guardian’s reinsurance partners are Hannover Re and Gen Re.