Protection Guru has appointed Niki Cooke to the newly-created role of chief revenue officer as the firm looks to upgrade its platform.  

The insurance platform says Cooke will work closely with head of research Adam Higgs to boost the adoption of its comparison services and add new functions based on adviser and customer needs.  

It adds that Cooke brings “her considerable experience in supporting adoption and deployment of market changing technology to advise firms who want to be at the leading edge of innovation”.  

Protection Guru is a technical platform for advisers and providers in the protection and life insurance market, which provides benchmarking comparison tools and analysis across a range of protection contracts.  

Protection Guru’s Higgs says: “Niki brings outstanding expertise in client relations, having occupied senior intermediary roles at Twenty7Tec and Intelliflo.   

“Niki also has valuable protection experience from her time at iPipeline. This experience gives her the expert knowledge of the insurer and adviser markets as well as the application of technology products.”  

Cooke adds she joins the firm, “after the launch of Protection Guru Pro, which is designed to improve consumer outcomes and enhance adviser compliance, while at the same time increasing adviser income.   

“This has attracted considerable interest from larger mortgage and wealth adviser firms, areas where I have been able to successfully help firms achieve positive change in the past.    

“Our aim is to help advisers deliver the best protection advice and support networks and other large firms in meeting their consumer duty obligations as well as enabling robust repeatable advice processes across hundreds or thousands of advisers in each firm.”  

Protection Guru founder Ian McKenna says: “Since the launch of Protection Guru Pro an increasing number of firms have contacted us to understand how we can help put in place processes that will help more advisers give better protection advice, enhance their compliance processes, and meet their consumer duty obligations.  

“When people are buying cover to protect the people they care about the most, a better outcome is usually achieved by their being given a better-quality product, rather than the cheapest option.   

“Paying just a few pounds more frequently gives the customer far better value, thus focusing on a key consumer duty outcome.”