Aviva enhances High Value protection offering

The business has brought together two expert teams, from Aviva and APUK (formerly AIG Life) to create a single, experienced specialist unit dedicated to helping advisers protect their high‑net‑worth clients through a new proposition and a two-tier underwriting service (Premier and High Value), based on customers’ required cover amount and complexity.

As part of the changes, Aviva has closed the former APUK proposition to new business and will continue to honour existing pipeline cases in line with agreed timelines, simplifying the offering for advisers in a single place.

An enhanced product proposition  

Aviva has introduced a series of enhancements designed to broaden cover options, improve accessibility, and offer greater flexibility for advisers and clients.

New features include expanded estate‑planning options such as Joint Life Second Event term cover, improved IHT‑related benefits, and extended Life Change and Separation Benefits for rated clients.

The proposition also offers broadened access raising maximum entry ages and expanding Joint Life Second Event eligibility to support advisers with holistic cover.

Increased maximum cover limits of over £100m expand our ability to support high-net-worth clients with more complex protection needs. Building on this, a more automated bespoke pricing process delivers faster turnaround times and a more efficient experience for advisers.

Specialist team and enhanced service

Advisers will experience an end‑to‑end service across sales, underwriting, pricing and customer service, designed to remove complexity and make it easier for advisers to do business with Aviva. These cross‑functional teams will work collaboratively to bring together specialist expertise.

Within Daren Boys’ Protection Portfolio Distribution Director structure, we've created the new role of High Value Strategic Accounts Manager. Ben Whatling will work closely with advisers, providing senior oversight while leading the High Value Specialist distribution team and coordinating across Aviva teams to ensure a seamless service.

Aviva is introducing a two-tier service model, ensuring that cases are managed end-to-end based on complexity and value.

Aviva’s Premier tier offers more specialised and dedicated assistance for the most complex, ultra‑high‑value cases. Advisers will have access to a named, dedicated, case owner from both underwriting and administration, as well as an enhanced third-party medical service. Applications will be assessed within 24 hours and medical evidence within 48 hours.

This Premier tier is available for applications exceeding £5m for Life Insurance and £1m for Critical Illness or where the monthly premium exceeds £750 a month.

Aviva’s High Value tier handles applications requiring Life Insurance above £1.5 million, Critical Illness over £750,000, Whole‑Of‑Life policies above £500,000, and Income Protection providing more than £125,000 a year. This also supports any protection product with premiums of £500 a month or more.

Income protection will have maximum cover of £240,000 cover a year for both Premier and High Value customers. Cases will typically be handled by the High Value team, unless they form part of a broader protection case that meets Premier tier criteria.

Advisers will benefit from prompt assessment from application through to terms, direct access to underwriters and administrators by phone or email and regular updates at key stages throughout the underwriting process.

Broad financial planning expertise and support

Advisers working with Aviva will benefit from access to a broad range of wealth and technical expertise, including specialist knowledge in areas such as tax and trusts. This enables a more holistic approach to financial planning, supporting advisers in delivering comprehensive solutions for their clients. Through close collaboration with Aviva’s wealth teams, clients will be supported with signposting and coordinated support across protection and wealth in a One Aviva experience.

In addition, Aviva is enhancing its digital guidance and support including an online hub featuring tools, calculators and a dedicated technical support area. This will provide practical resources and sales aids to support adviser development. This commitment extends beyond launch, with a programme of events, training and ongoing support planned to ensure advisers continue to feel supported over time.

Fran Bruce, Managing Director, Protection at Aviva said: "The launch of our High Value solution represents an exciting step forward for Aviva. Bringing together specialist expertise, enhanced capabilities and dedicated support enables us to provide advisers with an even stronger offering for their high-net-worth clients.

"We have listened to advisers and designed this to meet increasingly sophisticated client requirements, strengthening our ability to support wealth and estate planning conversations, while helping advisers deliver tailored protection solutions with confidence.

"We look forward to helping more clients protect their wealth, their families and the legacy they've worked hard to build.”

Ben Whatling, High Value Strategic Accounts Manager, at Aviva, said: “Amid rising demand for inheritance tax planning and a recognition of the role protection can play in wealth planning, advisers tell us they need faster decisions, clearer routes to expertise and more support on the biggest cases.

“By bringing together the strengths of Aviva and APUK into one enhanced proposition and dedicated High Value team, we’re giving advisers a simpler, more connected experience.

“Our new service model offers a truly integrated sales, underwriting and pricing journey, with the Premier tier taking this a step further for ultra-high-value cases. Ultimately, our goal is to make life easier for advisers, helping them deliver the right outcomes for clients who require a higher level of protection.”

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