UK General has designed a bespoke and unique income protection policy in a deal with Sussex firm, Best Insurance.

The company developed the policy – including a unique combination of areas of cover – to meet the particular needs of income protection customers as identified by Best Insurance.

Among the covers specified as most important by customers – and built in to the bespoke policy by UK General – are up to 30 days’ holiday allowance between jobs, cover during a new job’s probationary period and a reduced claims qualifying period of 60 days versus the market norm of 120-150 days. It also includes legal expenses cover up to £25,000 plus access to a legal helpline – cover not widely available as standard alongside income protection.

Kesh Thukaram, Director at Best Insurance, said: "We looked at various underwriters and found that UK General was extremely enthusiastic about tailoring an innovative product based on extensive customer feedback and understanding customers’ core requirements. "They have given us the flexibility to develop a truly unique product from the ground up, which goes far beyond standard policy wordings and is a true reflection of what customers need and want in an income protection product."

Karen Beales, MD of Schemes at UK General, said: "Developing the income protection scheme with Best Insurance was a genuine partnership and one in which we could use our specialist knowledge and capability to build a bespoke product they knew customers would respond well to."

"Brokers are seeing more and more that having the option to develop niche and specialist policies based on deep customer understanding enables them to stand out in their markets and develop longer-lasting customer relationships."

Mr Thukaram added: "There are currently 29 million people working in the UK, yet less than half a million of them have income protection policies. This presents a huge market opportunity for companies like us offering the benefits customers really want."

Other benefits included in the policy are up to 12 months’ accident and sickness benefit, loss of income cover for reduced working hours. It is also available to agency workers.

Best Insurance will be launching this product on its online quote and buy portal in March 2014.