Aviva is piloting a system which lets advisers sell customers 'top-up' protection after asking them just a single question.
In a ‘test and learn' with three distributors, including London & Country (L&C), advisers can top-up individuals' cover with a single extra question, once the customer has given a full history for the initial policy.
L&C customers will have 12 months from the date of arranging their original mortgage-linked cover to take out extra term assured and mortgage life insurance (with critical illness (CI)) products via the one-question system, though Aviva says it may up this window to 24 months for long-term roll out.
To be eligible, the customer's medical circumstances can not have changed during the window-period, the additional cover must be for the same life assured and same term as under the original plan, and the original policy must have been established on standard terms.
The maximum cover is £1m sum assured for life and £500,000 for CI cover.
Aviva's director of protection Richard Verdin says: "This is a unique proposition and provides advisers with a tool to create loyalty and address the barriers which many customers face when discussing protection such as affordability and ease."
However some IFAs have expressed concerns a single 'top-up' question would be too open and could invite both intentional and unintentional non-disclosure issues.
Howard Bullock, director of Chelmsford-based Clear Financial Advice, says: "I'm wary of this approach. If you start feeling a bit more tired than you did say six months ago, is that a change of circumstances?
"I quite like the penetrating underwriting process. Otherwise it could be too easy to write business. It depends what you are trying to do with the client, sell them something or advise them."
The insurance industry has faced sustained criticism for declining customer claims due to non-disclosure.
Despite his reservations, Bullock says he is not "totally against" Aviva's idea, but believes 24 months is too long a window to take out the extra cover.
"I think 12 months is more than ample," he says.
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