IPTF

What IPTF does

The Income Protection Task Force (IPTF) is a UK-based, non-profit industry coalition whose stated mission is to raise awareness of, provide education on, and increase understanding and sales of income protection products in the United Kingdom. It operates as a community-led initiative bringing together insurers, reinsurers, financial advisers, distributors, and affiliates under one umbrella, organized around four pillars — About Us, Adviser Tools, Education, Collaboration, and Insights.

IPTF's core product surface is not a single technology platform but a portfolio of awareness campaigns, educational content, research reports, and adviser-facing tools. Flagship assets include the annual IPAW (Income Protection Action Week) campaign, the 7 Families and 7 Claims Stories case-study initiatives, the Let's Talk IP Podcast, research reports such as the Profile of an IP Customer (3rd edition) and Women's Financial Resilience, and an adviser tools suite covering underwriting guides, calculators, an ASU matrix, an AI Support tool, a vulnerability guide, and a glossary of IP terms. Market intelligence is delivered through IPTF Market Data in partnership with NMG Consulting (announced 2025) and the Gen Re Protection Pulse business data-sharing service. The underlying technology is described as an informational and educational hub with a website platform; no proprietary technology stack or specialized technical architecture is disclosed, and no mobile app, public API, or SDK is offered.

IPTF's revenue model is membership and industry collaboration–driven, with recurring subscription-style contributions from insurer and reinsurer members, supplemented by strategic partnerships and likely event-related sponsorships. It does not sell commercial products or services to end consumers and publishes no pricing. It operates exclusively in the UK, distributes content through its own website and social channels (LinkedIn, YouTube, Instagram, TikTok) and through a network of distributor and affiliate partners including major advisory groups (St. James's Place, Quilter, Howden Life and Health, SimplyBiz) and trade bodies (ABI, Women in Protection, Fair4All Finance).

Name

IPTF

Legal name

Income Protection Task Force

Website

https://iptf.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

IPTF is a UK non-profit industry coalition that brings together insurers, advisers, and affiliates to raise awareness, deliver education, and publish market research on income protection products. It operates the annual IPAW campaign, adviser tools, podcasts, and industry data partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership and Industry Collaboration: IPTF operates as a UK-based industry organization that brings together insurers, reinsurers, advisers, and affiliates. Revenue appears to be generated through membership contributions and industry collaboration, though specific revenue details are not disclosed on their public-facing materials.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

IPTF operates as a UK-based nonprofit industry coalition that brings together insurers, reinsurers, advisers, distributors, and affiliates to raise awareness, provide education, and increase understanding and sales of income protection. The organization delivers a portfolio of awareness campaigns (such as IPAW), educational initiatives (7 Claims Stories, 7 Families, Financial Foundations), research publications and market data, and a suite of adviser tools (underwriting guides, calculators, AI support, vulnerability guides). IPTF functions as a collaborative platform and resource aggregator rather than a direct provider of income protection insurance products.

Product overview

IPTF (Income Protection Task Force) is a UK-based industry coalition focused on raising awareness, providing education, and increasing understanding and sales of income protection. The organization operates as a platform-plus-initiatives model, offering a unified portfolio centered on education, research, and industry collaboration rather than a traditional product suite. The core offerings include the annual IPAW awareness campaign, educational initiatives like 7 Claims Stories and 7 Families, research publications including the Profile of an IP Customer Report and market data reports, and a suite of adviser tools such as underwriting guides, calculators, and AI support resources. IPTF functions as an aggregator of industry content and insights rather than a direct provider of income protection products, connecting advisers, insurers, and consumers through educational resources, data insights, and awareness campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Adviser Tools A suite of resources for financial advisers including underwriting guides, calculators, AI support tools, the ASU Matrix, the CIExpert Insight Zone, a vulnerability guide, and a glossary of IP terms to help advisers educate clients about income protection.
• IPAW (Income Protection Action Week) An annual awareness campaign featuring free online events and educational content dedicated to raising awareness of income protection to ensure more people are financially resilient.
• 7 Claims Stories An educational initiative sharing real-life stories about income protection claims to help professionals and consumers understand the value of protection coverage.
• 7 Families A campaign showcasing how income protection supports families, with case studies demonstrating the practical benefits of financial protection.
• 7 Families Revisited An updated follow-up to the 7 Families initiative providing continued insights into the impact of income protection on family financial resilience.
• Let's Talk IP Podcast A podcast series featuring industry conversations about income protection topics, featuring expert guests and practical insights for advisers and consumers.
• Profile of an IP Customer Report A research publication exploring customer demographics, participation, needs, and challenges within the UK income protection market, with specific findings on women's participation.
• Market Data Reports Market intelligence including UK Individual Protection market data, sales trends, policy counts, product splits, and quarterly Protection Pulse insights sourced from partners NMG Consulting and Gen Re.
• Financial Foundations A voluntary initiative bringing financial education into schools, colleges, and community settings, delivered by financial services professionals.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered core and minor.

• NMG ConsultingcoreStrategic or Co-development Partner · 1 January 2025NMG provides market data and insights on the UK Individual Protection market, including updates on New Business Premiums, Policy Counts and Product Trends through the IPTF Market Data initiative.
• Association of British Insurers (ABI)coreStrategic or Co-development PartnerABI is a core strategic partner working with IPTF on industry initiatives including the Vulnerable Customer Support survey and broader protection awareness campaigns.
• Consumer DutycoreStrategic or Co-development PartnerConsumer Duty partnership focuses on driving better consumer outcomes in financial services and supporting the protection industry.
• Financial MutualsminorStrategic or Co-development PartnerPartnership with Financial Mutuals to promote mutual and friendly society approaches to income protection.
• Fair4All FinanceminorStrategic or Co-development PartnerPartnership focused on financial inclusion and improving access to protection products for underserved communities.
• Women in ProtectionminorStrategic or Co-development PartnerPartnership dedicated to addressing the gender gap in income protection and improving female uptake of protection products.
• RightstepscoreStrategic or Co-development PartnerCollaboration with Rightsteps on the Vulnerable Customer Support report, exploring the emotional and psychological impact of customer-facing roles in financial services.
• DynamominorChannel Partner/ Reseller/ DistributorDistribution partner providing income protection resources and tools to advisers through the Dynamo network.
• Howden Life and HealthcoreChannel Partner/ Reseller/ DistributorKey distribution partner offering income protection resources and education to advisers across the Howden network.
• LifeSearchminorChannel Partner/ Reseller/ DistributorDistribution partner helping IPTF reach advisers and consumers with income protection awareness messages.
• Paradigm MortgagesminorChannel Partner/ Reseller/ DistributorDistribution partner supporting IPTF's mission to expand income protection coverage through mortgage adviser networks.
• SimplyBizcoreChannel Partner/ Reseller/ DistributorKey distribution partner providing IPTF resources and education to SimplyBiz member advisers.
• St. James's PlacecoreChannel Partner/ Reseller/ DistributorMajor distribution partner supporting IPTF's income protection education initiatives.
• QuilterminorChannel Partner/ Reseller/ DistributorDistribution partner helping reach advisers with income protection resources and education.
• PrimisminorChannel Partner/ Reseller/ DistributorDistribution partner supporting IPTF's income protection awareness initiatives.
• TrustpmsminorChannel Partner/ Reseller/ DistributorDistribution partner providing access to IPTF resources through the Trustpms platform.
• SesameminorChannel Partner/ Reseller/ DistributorDistribution partner supporting IPTF's income protection education efforts.
• New Leaf DistributionminorChannel Partner/ Reseller/ DistributorDistribution partner helping expand reach of IPTF income protection resources.
• Sense NetworkminorChannel Partner/ Reseller/ DistributorDistribution partner supporting IPTF's income protection awareness initiatives.
• ReassuredminorChannel Partner/ Reseller/ DistributorDistribution partner helping reach consumers with income protection awareness.
• Soderberg & PartnersminorChannel Partner/ Reseller/ DistributorDistribution partner supporting IPTF's education initiatives.
• AMI (Association of Mortgage Intermediaries)minorStrategic or Co-development PartnerPartnership with AMI to promote income protection awareness among mortgage intermediaries.
• Financial Vulnerability TaskforceminorStrategic or Co-development PartnerPartnership focused on supporting vulnerable customers in the financial services industry.
• Group Risk DevelopmentminorStrategic or Co-development PartnerPartnership promoting group risk and income protection products in the workplace.
• ILAG (Income & Learning Action Group)minorStrategic or Co-development PartnerPartnership focused on income protection education and professional development.
• Legacy CareminorStrategic or Co-development PartnerPartnership supporting legacy and critical illness protection awareness.
• MiMHC (Mortgages and Money Mental Health Charter)minorStrategic or Co-development PartnerPartnership promoting mental health awareness in the context of mortgage and financial advice.
• Protection Distributors GroupminorStrategic or Co-development PartnerPartnership with protection distributors to expand income protection coverage.
• The Right MortgageminorStrategic or Co-development PartnerPartnership promoting income protection awareness among mortgage advisers.
• TISA (Tax Incentivised Savings Association)minorStrategic or Co-development PartnerPartnership focused on savings and financial resilience including protection products.
• Gen RecoreStrategic or Co-development PartnerGen Re provides the Protection Pulse business data-sharing service offering up-to-date view of UK protection market trends and market share with quarterly insights.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Citizens Advice: National network delivering financial guidance to UK consumers, including on insurance and consumer rights. Operates with a broader public-service remit than IPTF but shares the mission of expanding consumer financial literacy and resilience.
• Association of British Insurers (ABI): Umbrella UK trade association for the insurance and long-term savings industry. An IPTF core partner (e.g., Vulnerable Customer Support survey), operating as a much larger and broader industry body but covering overlapping membership and policy advocacy functions.
• Money and Pensions Service (MaPS): UK government-backed body providing money and pensions guidance to the public. Comparable consumer-facing education remit and UK-wide scope, with statutory rather than industry-funded backing.

Direct peers

• British Insurance Brokers' Association (BIBA): UK trade association representing insurance brokers and intermediaries. Comparable membership-based model serving a closely overlapping adviser segment of the UK insurance industry.
• Protection Distributors Group: UK collective of protection distributors collaborating to expand income protection coverage. An IPTF strategic partner operating with the same industry-collaboration and awareness-driving remit as IPTF.
• The Personal Finance Society (PFS): UK professional membership body for financial advisers providing continuing education and standards. Shares IPTF's membership-funded model and overlap with the financial adviser persona, though focused on qualifications rather than product-category awareness.
• Group Risk Development (GRiD): UK industry body promoting group risk and income protection products in the workplace. Operates with a near-identical mission and member-funded model to IPTF and is also an IPTF strategic partner, making it the most directly comparable peer.

Emerging players

• The Money Charity: UK financial education charity delivering money-management education to schools, workplaces, and communities. Highly comparable to IPTF's Financial Foundations initiative though smaller and not insurance-product focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@theiptf
• LinkedInlinkedin.com/company/iptf
• Instagraminstagram.com/iptaskforceuk
• TikToktiktok.com/@theiptf

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IPTF