Norwich Union launches Simplified Life Cover

Article date: 11 September 2006

Norwich Union today launches a new-style life insurance productwhich makes it faster and easier for customers and advisers to takeout life policies. For most people, Simplified Life Cover can offerlife assurance without the need for manual underwriting.

The new product will be available through Norwich Union’swebsite and call centre. Later in the year, it will be also becomeavailable through intermediaries, launching initially to a numberof distribution partners in the autumn.

Simplified Life Cover offers level and decreasing term. It uses astreamlined, interactive system which can produce instant policyquotations and acceptance offers from the information provided. Itwill also tailor policy premiums to reflect an individual’scircumstances and offer instant acceptance decisions in themajority of cases1.

Louise Colley, head of protection products at Norwich Union, said:“We have done significant consumer research to understand thebarriers creating the chronic underinsurance we face in the UK andhelp us understand why so many families are leaving themselvesfinancially exposed.

“Over half (53%)2 the UK population lack any formof protection cover. Lots of people think that life products arecomplex and confusing, and some find buying a life policydaunting.

“Simplified Life Cover has been designed to be easy to use.We hope that this straightforward system meets the needs oftoday’s customers and helps to reduce the number ofunderinsured families in the UK.”

Norwich Union has been selling life cover through its website for anumber of years, however the launch of Simplified Life Cover marksa new approach to making life cover more accessible to ourcustomers.


1 Those individuals who cannot beunderwritten by Simplified Life Cover can apply through NorwichUnion’s existing life propositions.

2 Source: Mori MFS 2005 (survey of 48,000 adults). 53%of respondents claimed, "They don’t have lifeassurance".

Press office contacts:
Robert Pell 01904 452659 Out of hours 07800 699563
Louise Soulsby 01904 452617 Out of hours 07800 695226

Notes to editors:
Norwich Union is the UK’slargest insurer. It is a leading provider of life, pensions andinvestment products and one of the largest financial adviser (FA)providers. FAs provide over 70% of the company's long-term savingsbusiness in the UK.

Norwich Union is the UK’s largest general insurer with amarket share of around 14%, with a focus on insurance forindividuals and small businesses.

Norwich Union’s news releases and a selection of images areavailable from Aviva's internet press centre at

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