Press Centre

Revolutionary protection direct through ASDA

ASDA today challenges the protection market to up its game following the announcement that it is to be the exclusive retail provider for the new product that is set to revolutionise the protection market – ASDA Real Life Cover. 

For the first time consumers can protect themselves with a simple cost effective plan that covers them financially against almost any serious eventuality combining seven essential protection covers including Life and Income Protection providing an affordable solution for the millions that are unprotected.   ASDA has teamed up with protection specialist LifeSearch and Fortis, to make this service available direct to customers at ASDA.  Real Cover is also available from LifeSearch and a limited number of IFAs.  

ASDA’s Head of Insurance, Gideon Ingham comments: 

“For too long, the protection market has lacked innovation leading to millions of confused people.  At ASDA we’re not afraid of challenging the market to do things differently and when looking for a   solution, LifeSearch was an obvious choice.  

“With consumers facing a tumultuous economic climate and a gigantic £2.3 trillion life and £190 billion per annum income protection gap, we believe the launch of Real Life Cover can address a growing problem.  It provides the protection our customers need at a price they can afford.” 

The plan has been designed so customers no longer need to take out separate policies for life insurance, critical illness cover and income protection and therefore only need to pay one premium instead of three.   It has been designed to help unprotected consumers with an all-inclusive product at a cost that is affordable to all.  And by packaging the products together, administrative cost savings can be passed on to ASDA customers. 

The product was launched following insight that customers need more than just term assurance but find it difficult to choose between the different types of cover available often leaving them so confused they don't get the cover they really need. 

With Real Life Cover, you can make as many claims as you need to; providing there is still money left in your fund.  Importantly your Life Fund is never affected by any claims you make on your Living Fund, so you will still get the full amount on death or terminal illness. 

Real Life Cover also offers the option of unemployment cover to offer peace of mind for those that are worried about paying rising mortgage payments should they lose their income.   The plan is aimed at ordinary customers seeking extraordinary cover and other options are available for specialist needs. 

Customers who would like further details on Real Life Cover can call 0845 600 2732* or apply online at  

Posted in Press Centre on 07 July 2008