A poll of financial advisers, insurers and reinsurers has shown nearly half think life offices have not done enough to get their G-Day message out.
According to the Protection Review poll, which asked "are life offices doing enough to get their G-day message across?", just over 40% said "No".
Kevin Carr, chief executive at The Protection Review, said: "It's a shame that many feel we've not collectively done enough to get the message across to advisers and consumers.
"While some firms on both sides of the fence have done an awful lot, not everyone has done as much as they could."
He added that on the whole insurers had made the process more complicated for advisers to have productive conversations with clients.
Derek Frost, partner principal at advice firm The Melia Partnership, said "without a doubt" there have been some insurers that stood out but many that could have done more.
He said: "LV= has been prominent. It has really set about its task with a vengeance. It would be impossible to say it had not pro-actively encouraged advisers to do business with it. And Ageas stands out as it was the first to come out with its pipeline strategy.
"But in the main providers needed to do more. Although all the providers have come out with pipeline strategies, the difference between them is that we have not had any communication from many of them."
And Mark Robertson, protection partner at advice firm Chadney Bulgin, echoed the view that LV= had done the most in terms of gender-neutral marketing.
He said: "Others have not been so good and have been less vocal. And I was shocked at Legal and General for going gender neutral so early with not much notice."
Legal and General reported recently it had seen a "better than expected" 50% fall in female sales after going gender neutral early and was pleased with business volumes.
LV= stood out at the end of November with a "notable" sales increase while other insurers reported no significant sales change.
