This article comparatively discusses the EU and UK position in relation to insurance-based
Investment Products (IBIPs). We discuss the impact of the IDD on IBIPs, compare the effect of MiFID II and IDD on IBIPs, analyse ESMA’s response on the draft regulatory technical standards (RTS) and the FCA’s IDD consultations before drawing conclusions on IBIPs and their function in an era where there is liberalization of the EU financial services sector.