Guardian Financial Services will launch on Friday – meaning directly authorised firms can register to trade with the protection provider for the first time.
Initially the adviser-only insurer is offering term assurance and critical illness.
However the intention is to launch into income protection in the first quarter of 2019, business protection in the second quarter of next year and whole of life insurance after that.
Simon Davis (pictured), chief executive of Guardian Financial Services, said: “After two years of planning and hard work to be about to say we’re coming to market this week is fabulous.
“It’s a relief, exciting and scary at the same time.”
Guardian started piloting its service in June – but even after the official launch Davis is conscious that it’s early days in the firm’s development. Indeed, he urged any advisers to “pick up the phone and tell us if you don’t like it!”
The insurer currently has around 20,000 advisers covered with signed terms of business from networks and other smaller firms.
Individual firms signing up can chose between indemnity (lump sum) or non-indemnity models, with the latter providing advisers with slightly higher earnings in total.
Guardian currently has four distribution partners: London & Country, Paradigm Mortgages, Sesame Bankhall Group and The SimplyBiz Group.
However Davis said there will be more distribution deals announced in the coming weeks.