In the UK’s moribund life
market, customer service can be a key differentiator.

For the country’s largest
insurer, Aviva, service and the speed with which underwriting
decisions are made have become synonymous.

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Indicative of its success in
the speed stakes, Aviva reports that 95% of its underwriting
decisions are now being made within eight hours of questionnaire
completion by applicants for life cover and all decisions within 24
hours.

“Our one-stop approach
effectively combines gathering medical evidence with our
underwriting decisions,” said the insurer’s chief underwriter
Robert Morrison.

“This means a better
end-to-end journey for the customer.

“Our nurses are able to
immediately identify any aspect of the client’s medical history
which is likely to require clarification during the initial
interview.

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“This makes our evidence
complete and underwriter-ready.”