We use cookies to give you the best possible online experience. By clicking Close you indicate that you are happy for your web browser to receive all cookies from our website including cookies that are linked to your personally identifiable information. See our cookie policy for more information on cookies and how to manage them.

Critical illness cover made simpler

Sep 14, 2020, 08:50 AM
We've improved the way we do things
Share this article

Some types of protection most people wouldn’t go without.  We believe critical illness cover should be one of them.  That’s why we’ve made ours simpler to understand.  So, it’s easier for your customers to see they’ll be protected, from head to toe.

At Aviva, keeping our customers at the heart of what we do means conducting regular customer and adviser research.  

Over the last 8 years, critical illness cover has expanded to include more definitions, resulting in an increased perception of complexity. 

Related to this, two key findings from our customer and adviser research are that:
⦁ Some customers don’t fully understand what they are covered for under their critical illness policy.
⦁ Advisers typically have around 10 minutes to discuss critical illness cover with customers.

From 23rd August we are improving our Critical Illness+ and Life Insurance+ with critical illness cover for new business – making it simpler for both advisers and customers to understand. 
(To benefit from these improvements your customers will need to have received a quote dated on or after the 23rd August 2020)

Improvements to our cover:

To make our definitions clearer, where conditions and criteria for claim align, we are:

  • Merging brain injury due to trauma and brain injury due to anoxia/hypoxia into one single brain injury definition.
  • Simplifying to two cancer definitions, both of which can pay out more than once subject to a second less advanced cancer diagnosis of a different named site:
    • Less advanced cancer in situ with surgery – groups 16 less advanced cancer definitions
    • Low malignant potential tumour of gastroinstestinal stromal (GIST) or Neuroendocrine (NET) types with surgery

  • Removing advanced surgery benefit & replacing it with new specific wording “We will make an advance payment of the cover amount if you are placed on an NHS waiting list for this surgical treatment” within the definitions - keeping all of the relevant information for each definition together.


These changes maintain or increase the scope of our critical illness definitions.

  • We’re also extending our standard and upgraded children’s benefit to include children under legal guardianship.
  • We are extending the Life Change Benefit option available on Life Insurance+ and Critical Illness+ to include a new rental GIO.  This allows the life assured to increase their cover if their rent is increased or payments increase when moving to a mortgage.

Improvements to our documents

To give customers greater clarity and understanding of the cover available and when it pays out, we are grouping the critical illness definitions in our customer documents and sales aids.  We’re also streamlining our literature and support materials to support holistic protection conversations.

For customers this means:
One protection+ guide that summarises our full shield of protection plus updated policy documents that reflect our simplified definition groupings.

For advisers this means:

A streamlined suite of critical illness+ support materials that give you the tools and information you need to have effective protection conversations with your customers. 

  • Central to these improvements is Introducing Aviva’s critical illness cover. This interactive presentation helps you explain how our comprehensive critical illness cover works, what it covers and the options available – simply and succinctly.
  • Our new Customer Stories item gives you our latest customer claims case studies in one handy and interactive document – just click on the contents list to jump to the story you want to share with your customer.
  • Taking account of adviser feedback and our critical illness simplification improvements, we’ve improved our interactive Shield of protection and have taken it to the next level with a new Your shield of protection customer checklist for you to use with customers to summarise your protection appointments and set the scene for a review appointment.

    Central to these improvements is our new interactive Selling protection: your step by step guide.  This new interactive item gives you ‘click through’ access to the key tools available for you to use at each stage of the advice journey.


image of step by step





PT07282 08/2020

Back to top