The Income Protection Task Force (IPTF) has launched its annual Income Protection Action Week (IPAW), running online from 22–26 September. Day one focused on the state of the protection market and the case for income protection (IP), with adviser case studies and expert interviews. Jo Miller and Vicky Churcher from IPTF highlighted recent growth in the IP market, with sales up 15% according to Gen Re data. Keynote speaker Matthew Chapman, of The Protection Coach, addressed the role of adviser mindset in increasing IP sales. Using the analogy of car purchases, he argued that clients value quality, safety and long-term benefit – and the same applies to income protection.