Aviva unveils next phase of its quest to protect families

Article date: 20 February 2012

Aviva has launched an innovative new approach to help advisers overcome barriers when discussing family protection with their clients. Building on the success of its 2011 life insurance TV advertisement, this is the provider’s latest initiative to emotionally engage with consumers and raise awareness of protection needs.

The activity focuses on the positive aspects of family life and encourages advisers to open up conversations around ‘what makes your family special?’. By switching the emphasis from protection products to family life, advisers are able to change the way people talk and think about protection. Recognising that many families are reluctant to think about worst-case scenarios, it explains step-by-step how to turn a potentially awkward conversation into a positive experience for all.

Advisers will have access to a wealth of support materials on how to facilitate these conversations - including written guides and video case studies* - along with information on potential life stage triggers and how to pinpoint clients’ hidden protection needs. By identifying client requirements in a positive way, advisers can help customers feel empowered to safeguard their families’ futures.

The materials also examine the most common objections that advisers can expect from their clients, along with guidance on how to overcome these obstacles. All messages have been designed explicitly with a focus on families rather than finances, to resonate with consumers and help advisers create empathy with their clients.

This initiative will be complemented by consumer-facing activity to reinforce the family protection message. From 20 February, Aviva’s acclaimed life insurance TV advertisement featuring Paul Whitehouse will be shown on mainstream channels. The advert will direct viewers to contact a financial adviser.

Louise Colley, head of protection sales and marketing for Aviva says: “Family life is such a compelling topic, it really helps to get consumers engaged - so we’re helping advisers to shift the focus of conversation away from finances and on to families. We want to show how together we can protect the precious things that are unique to each individual family. By providing a financial cushion, as well as giving invaluable peace of mind, we can help to keep those special moments special – whatever the future holds.”

Aviva is also committed to providing end-to-end support for its protection customers and all customers with children will have access to bereavement charity Grief Encounter.  Insights from the charity have shown that children can often end up being ‘forgotten mourners’ and Aviva is therefore offering the opportunity of a referral to Grief Encounter for children of an Aviva life insurance policyholder, if that person has died.

Colley adds: “'We genuinely care about the wellbeing of families across the UK so we’ve been working closely with bereavement charity Grief Encounter to understand the true impact of being financially under-protected. Hearing about emotional impacts death can have on children - particularly when their family has no form of financial protection – has spurred us on even more to make sure we help advisers get the importance of family protection across to their clients. The materials will cover the traditional soft skills with a new spin”

To find out more and to request support tools, advisers can call Aviva’s protection sales and support team on 0845 301 6392.


Notes to editors:

*The full suite of adviser support tools includes:

  • Family protection pack including guides to positive conversations
  • Guide to customer reviews
  • Posters
  • Dedicated protection sales and support team
  • Access to Aviva’s underwriting centre and ‘what if’ underwriting helpline
  • Training support available from the protection sales and support team.

The following customer-facing tools are also available to share with clients:

  • Lifestyle maintence calculator (aviva.co.uk)
  • Budget calculator (aviva.co.uk)
  • Guide to protecting what’s important
  • 10 steps to protecting your family

If you are a journalist and would like further information, please contact:

Sarah Poulter : Aviva Press Office : 01904 452828 : 07800 691569 : sarah.poulter@aviva.co.uk

About Aviva

Aviva is the world’s sixth largest* insurance group. We provide 44.5 million customers with insurance, savings and investment products with total worldwide sales in 2010 of £47.1 billion**.

We are the UK’s largest insurer with over 14 million customers. Our combination of life, health and general insurance is unique in its scale and breadth in the UK market.  Customers can choose to buy our products through intermediaries, our corporate partners or from Aviva direct and we have become the partner of choice for many of the UK’s biggest organisations. 

We are ranked as one of the UK’s top ten most valuable brands and Aviva Plc are in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index.  In 2010 we invested £4.3m into our communities in the UK, which included 1,500 Aviva volunteers giving 24,000 hours for good causes. In addition, our employees gave £600,000 through fundraising and donating. Read our corporate responsibility report at www.aviva.com/2010cr.

Aviva is working in partnership with Railway Children through the Aviva Street to School programme to get children living or working on UK streets back into everyday life. Find out more at www.aviva.co.uk/street-to-school.

The Aviva media centre at www.aviva.com/media includes company information and a news release archive.

For broadcast-standard video, please visit www.aviva.com/media/video.

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*based on gross worldwide premiums at 31 December 2010.
**at 31 December 2010.

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