For Anthony Andreoli, protection advice has never been about quick sales or ticking boxes. His style is rooted in the human side of financial advice, inspired by a financial adviser he observed as a young adult, who helped his parents with care and professionalism. Along the way, Anthony worked in a wide range of roles - from selling fruit and flowers on market stalls, to banking, car sales, recruitment, and more - all of which taught him how to talk to people from every walk of life. Since then, he has carried that same ethos into every customer conversation: take the time, listen properly, and make sure the advice is right.
"Working in the varied job roles I learned how to strike up a conversation with anyone, whether they were buying fruit, a car, or were an MP or judge. That experience means today I can find common ground with almost anybody, which makes my advice more natural, human and relatable.”
Anthony’s Role at LifeSearch
Anthony is a Personal, Business, Group, and Inheritance Tax Protection Adviser within the LifeSearch Business Team and has been a core member of the LifeSearch team since 2013. His role is to support business owners, professionals and high-net-worth customers in protecting not just their personal income, but also the financial wellbeing of their companies, employees and families.
This means Anthony advises across a broad spectrum of protection needs, including:
- Income Protection for business owners and employees
- Business protection policies to safeguard companies if key individuals can’t work
- Group protection schemes which help employers look after their staff
- Inheritance Tax protection strategies to preserve family wealth for the next generation
Because of the specialist nature of this work, Anthony often liaises with accountants, wealth managers and solicitors. His approach is collaborative and professional, making sure complex financial risks are understood and covered in a way that fits seamlessly into a customer’s wider financial planning.
What makes Anthony stand out in this role is his ability to bring technical expertise together with a conversational style of advice. Whether he’s helping a business protect its workforce, or guiding a family through inheritance planning, Anthony ensures every customer feels comfortable and reassured.
"At LifeSearch, it’s about giving impartial advice. That fits with me morally. I couldn’t work somewhere that puts commission above customers. I need to feel proud of what I do.”
What Makes Anthony an Expert?
Anthony’s expertise in income protection comes from years of experience, continuous learning and a genuine commitment to doing what’s right for customers. Here’s why Anthony is trusted as one of LifeSearch’s leading advisers on Income Protection:
- Experience that counts – With over 12 years at LifeSearch, and a background in financial services stretching back to the 1990s, Anthony has advised thousands of families, professionals and business owners, tailoring protection to fit each stage of their lives.
- Industry influence – Up until December 2025 Anthony was an Ambassador for the Income Protection Task Force (IPTF), he doesn’t just give advice, he helps shape the industry. From contributing to national campaigns to pushing for fairer age limits, he’s actively working to make Income Protection more accessible.
- Deep product knowledge – Anthony keeps up to date with insurer offerings so he always knows the latest product details. He also studies trends and changes across the market to ensure his recommendations are always current and relevant.
- Recognition for advice quality – In 2017 Anthony won LifeSearch Advice Giver of the Year, for delivering consistently high-quality and well-rounded advice.
- A unique human touch – From running market stalls to managing call centres, Anthony’s background outside finance and insurance means he has an instinct for conversation. Customers often find themselves sharing more openly, and Anthony uses that trust to help people understand the value of protecting their income.
"For me, expertise isn’t just about knowing the products. It’s about understanding people, their worries, their priorities and their goals, and then finding the right fit for them. That’s when advice becomes meaningful.”
The Income Protection Task Force
The Income Protection Task Force (IPTF) is an independent, industry-wide body dedicated to raising awareness of Income Protection and improving access to it for individuals and families across the UK. The IPTF works with advisers, insurers and industry leaders to promote best practice, tackle barriers to cover and shape the future of this vital product.
Anthony has been an active member of the IPTF for several years, and his contribution goes beyond attending meetings. He was one of the original seven advisers chosen to feature in the IPTFs national campaign, sharing weekly insights and advice to help more people understand the importance of protecting their income. His thought leadership has been published on the IPTF website and across LinkedIn, where he continues to challenge industry norms and push for progress.
A key focus for Anthony has been campaigning to extend the entry age for Income Protection beyond 59, recognising that today people are working, taking on mortgages and supporting families well into their 60s and 70s. His advocacy has sparked conversations among insurers and fellow advisers, helping to bring real issues faced by customers into the spotlight.
Within LifeSearch, Anthony also acts as a connector between the IPTF and his colleagues, sharing updates, insights and solutions from the wider industry. He’s part of a close-knit adviser community where even the most experienced professionals share unusual cases and support one another, ensuring that customers always benefit from the best possible knowledge and guidance.
Qualifications and Learning
- FPC1 (Financial Planning Certificate) - This qualification provided Anthony with a strong grounding in financial services and the fundamentals of protection and planning. It was the stepping stone that first opened the door to a career in financial advice.
- RO5 (Financial Protection) - Completed at LifeSearch, this qualification deepened Anthony’s technical knowledge of protection products and regulation, ensuring his advice meets the highest industry standards.
- View Anthony's LinkedIn profile: Anthony Andreoli LinkedIn
How Anthony Brings Protection to Life
Anthony believes that conversations about protecting your income should be meaningful and relatable - not just about policies or products. He focuses on helping people understand what financial security really means for their lives, families and future plans.
"Rather than giving advice in abstract terms, I encourage customers to think about how an unexpected illness or injury might affect their own lifestyle.”
Through open and thoughtful discussion, Anthony helps them see the importance of preparing for the unexpected, in a way that feels personal and not pressured.
This approach turns a complex topic into a clear, human conversation. Customers come away feeling informed and confident in making decisions that are right for them.
"It’s no good me saying, ‘if you got ill, you wouldn’t get paid’. That’s just words. When people really think about what that would mean for them, that’s when it clicks.”
Supporting You at Every Stage
At LifeSearch, our mission is to protect people properly, whether that’s an individual safeguarding their income, a family planning for the future or a business making sure its people and legacy are secure. Anthony’s work on the Expert team and his passion for Income Protection reflects that mission in action every day.
If you’d like to explore your protection options, understand how Income Protection works or simply talk through your circumstances with someone who’ll listen and advise without pressure, our advisers are here for you. We offer fee-free, expert advice that’s tailored to your needs, your goals and your stage in life.
Speak to a LifeSearch adviser today and take the first step towards peace of mind.
