Vitality’s serious illness cover pays out on a severity-based approach, which means that Vitality’s members can claim at an earlier stage of illness.

By clicking through to the tool on SolutionBuilder, advisers can now compare this product against traditional critical illness polices from other providers.

The tool uses independently-verified de facto data.

Ian Teague, UK group managing director at iPipeline, said: “The uniqueness of the Vitality Serious Illness product makes comparisons to traditional critical illness policies challenging.

“The enhancement to SolutionBuilder will save advisers time and, more importantly, make the process of suggesting the best cover for clients easier and more efficient.”

Sally Burrowes, distribution operations director at Vitality, added: “We are delighted to partner with iPipeline on this innovation.

“Serious Illness Cover allows clients to make a claim at an earlier stage in their illness, so it’s important that we make it simple for advisers to compare it like-for-like against other products and independently verify the quality of our award-winning cover to their clients.”