Aviva has released its first individual protection claims report, which highlights the group paid out 96.7% of all individual protection claims in 2016.
The insurer paid out 98.9% of life insurance claims to support families through a bereavement or terminal illness diagnosis, 92.3% of critical illness claims for conditions such as cancer, heart attack and stroke, and 92.6% of income protection claims to help customers get back to work after a health crisis.
The wider report details how customers are supported through Aviva's claims and rehabilitation process and includes examples of customers' individual experiences.
It also aims to raise awareness around the common reasons a small number of claims are declined and can be used by advisers to help educate clients on the importance of ensuring correct information is provided on health and lifestyle.
Further findings from the research support Aviva's call for more education among consumers to limit the possibility of any protection claim being rejected - a third (33%) of people say they have not always being "entirely frank" with insurers when applying for different types of insurance.
More than half of UK adults (53%) also say they do not bother to read the detail on any insurance policies they purchase.
A similar proportion (54%) also said they only check their insurance policies' terms and conditions when they need to claim, increasing the possibility of disappointment if a claim is made for something not covered by their particular policy, such as a specific illness.
Aviva managing director of individual protection Paul Brencher said: "It's a common misconception insurers don't pay out on protection claims. Our research findings are alarming given our high, actual claims pay-out rates.
"Aviva is absolutely committed to paying out claims and alongside our strategic partners and independent financial advisers, we have been able to provide financial peace of mind to more than 23,000 individual protection customers and their families in 2016."
Brencher went on to suggest claims rates could be even higher if all consumers were aware of the need to take extra care when making an application.
He continued: "Incorrect information - whether deliberate or accidental - and not checking the product details are some of the main reasons why a small proportion of protection claims cannot be paid. We hope advisers can help us in preventing this, by stressing the importance of being as thorough and clear as possible when applying for insurance."
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