Aviva calls for government and industry to work together for a better-protected Britain

Article date: 27 May 2014

The protection industry is in need of reform to help consumers understand the crucial benefits offered by family protection, Aviva has said.

The insurer has today published Rethinking Protection, a report which outlines a series of proposals to help raise awareness of protection needs and encourage UK families to plan for the unexpected.

Figures from the insurer show that less than a quarter of families feel fully protected against unexpected financial shocks such as bereavement and serious illness, yet many under-protected people are ignoring their concerns. Only four out of ten families have life insurance in place, should the worst happen. The number of families with critical illness cover or income protection is even lower, at around 12% and 8% respectively*.

Efforts to improve the protection market by publishing transparent claims data and making the claims process quicker and simpler, are gradually helping to build consumer confidence. However, Aviva believes that opportunities to remind people of their need for protection are still being missed.

Aviva is calling on the government and industry to work together to ensure that customers get the information they need at the most appropriate times, and to take advantage of changes in the financial services market to put protection at the heart of financial planning:

Aviva's plan for a better-protected Britain:

1.    First-time parents should be given information about protection when they have a child: Only one in five families reviews their need for life insurance, income protection or critical illness cover when a new baby is born.

Aviva believes that there should be an official process to provide parents with information about financial protection at this crucial trigger point in their lives.

2.    Discussing protection should be compulsory as part of the mortgage sale process: Mortgage advisers should be required to discuss protection needs when carrying out a mortgage sale, as part of a duty of care to new homeowners who are taking on a significant financial burden.

3.    The level of death benefit needs to be explained to all, so that everyone can make a decision about how it fits within their protection needs: From April 2016, the current system of bereavement benefits will be reformed. Aviva urges the government to support the reform of bereavement payments with an engagement campaign that encourages families to understand the financial implications of death.

4.    Protection should be a required discussion point when a couple determines the details of their divorce / separation settlement: Only one in four of the families who receive support for their children from a former partner know for definite that this partner has protection in place, therefore safeguarding the payments they receive. Aviva believes that couples who divorce or separate should be required to discuss protection issues as part of any financial settlement.

5.    Protection is a foundation skill in understanding finance and as such should be a key module in personal finance education: From September 2014, personal finance education will be part of the national curriculum in secondary schools for the first time. Aviva believes that financial protection should be prioritised within the lesson planning process. This is because of its importance when it comes to creating family units that are not financially vulnerable to external shocks.                                 

6.    Income protection could be offered through a workplace scheme: Employers have played a crucial role in helping millions of consumers to save for the future through pension auto-enrolment. There is now an opportunity to build on this success, by encouraging employers to offer other financial products, such as income protection.

Louise Colley, protection director for Aviva says: “Protection is the bedrock of financial planning and gives families the confidence that they can build their futures without fear of the unknown. We believe every family deserves to understand the financial risks they face and the importance of protection. By working together, the government and the industry can make sure that families have the stability they need.”

How Aviva has supported UK families and recognised their protection needs:

  • July 2009: Free new parent life cover launched in July 2009, offering free cover to new parents up to their child’s first birthday.
  • January 2011: Debut of Aviva’s iconic ‘Holiday Packing’ TV advert featuring a father watching over his family from beyond the grave.
  • January 2011: Aviva Family Finances Report launched, a regular ‘state of the nation’ report focusing on protection and families’ financial needs.
  • January 2011: Aviva begins working relationship with family bereavement charity, Grief Encounter, offering referral service for counselling for Aviva customers.
  • December 2011: Claims website launched to help customers submit life and critical illness claims in a way that suits their lifestyles.
  • September 2013: Father character from TV advert reused in radio advertising campaign.
  • April 2014: Aviva enhances critical illness cover for the third time since July 2013, concentrating on most claimed for conditions.

 * Statistics from Aviva’s Family Finances Report, December 2013.

Download Rethinking Protection: Proposals to help protect UK families
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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

Notes to editors:

About Aviva:

  • Aviva provides 31 million customers with insurance, savings and investment products.
  • We are one of the UK’s leading insurers and one of Europe’s leading providers of life and general insurance.
  • We combine strong life insurance, general insurance and asset management businesses under one powerful brand.
  • We are committed to serving our customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which our people are proud to work.
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