The financial services industry is embracing risk protection in 2008, following last year's spotlight on superannuation contributions and investments, according to life office chiefs.
Aviva business development general manager Richard Bellis said a greater number of diversified financial planning businesses were spending more time writing risk.
A diversified business was "downturn-proofed", he said.
Aviva's life insurance sales are up 24 per cent for the first half of the 2008 financial year, compared to the prior corresponding period.
"Sales are looking very, very strong for this year," Bellis told InvestorDaily.
With current market volatility and interest rate rises affecting Australian families, it's more important than ever for advisers to speak with their clients about life insurance, Asteron life senior manager David Wright said.
"And from an advice point of view, I'd say insurance is an easier sell at the moment than investments," Wright said.
"I think this year the financial services industry is increasing its focus on risk, following last year's focus on investments and contributions into super."
CommInsure Risk Sales Academy expects double the amount of advisers to enrol this year, CommInsure managing director Simon Swanson said.
Last year, more than 500 advisers learnt the soft skills to enable the adage: "logic opens the mind, emotion opens the chequebook" to ring true in their sales skills.
