Aviva takes the awkwardness out of life insurance

Aviva has removed one of the barriers to entry for the purchase of life insurance by introducing technology that removes the need for clients to answer personal medical questions from their financial advisers.

New technology introduced by the group will allow potential clients to complete their medical personal statements at home or another place of their choice, rather than being required to answer personal questions from their adviser.

The group’s research into the matter confirms what many advisers would already know: clients can be turned off buying insurance when faced with sometimes “sensitive and awkward” questions about their personal health and medical history.

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Through Aviva’s ‘mylink’ system clients will be able to email their personal statements straight to the company. Aviva general manager, customer technology, Natalie Eckersall said the changes would free up advisers’ time to focus on providing advice, while for the client the application process would also be sped up and simplified.

The technology will be available across life, income protection, and trauma insurance policies.

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