Reinsurer Gen Re saw income protection sales rise by more than 18% in the first half of 2016 year-on-year.
Its sales of critical illness and life cover also rose by 7.5% and 2%, with the overall increase standing at 5%.
Emma Thomson, head of customer care at LifeSearch, said: “It is very encouraging that sales are up on last year, especially if it is mostly genuine new business.
“The 18% increase in IP is also particularly great to see.
“There has been a more positive mood in the market over the last year or so, with more activity across distribution and manufacturing, spurred on by the Seven Families campaign.
“We need to build on this momentum, increasing awareness and demand further by developing propositions that will appeal to new consumers.”