Aviva is enabling financial advisers to offer a year of free life cover from the insurer, worth £15,000, to each parent of a child aged under five.

Cover is available to both parents for each child registered before their fourth birthday.
A total of £15,000 of cover is available for both parents for each child. This could mean cover worth £30,000 for each eligible child if both parents apply.

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Advisers can arrange free parent life cover for their clients by contacting www.aviva-foradvisers. co.uk. No payment is taken and Aviva will not request bank or credit card details from applicants.

In addition to the adviser channel, the offer is also available across all Aviva’s distribution channels. Aviva was the first insurer to offer free life cover in 2009.

The latest offer is a development of Aviva’s existing ‘free new parent life cover’ which provided £10,000 of life cover to parents up to their child’s first birthday.

Speaking to Life Insurance International, Louise Colley, protection director for Aviva, said: "The challenge with life insurance is how you get it onto people’s radar. We believe the most obvious trigger for life insurance is when children are born. We feel we have a moral obligation as an insurer to make sure society is protected. This is a genuine product that shows the heart of Aviva."

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She added: "We know sometimes financial protection gets left on the ‘to do’ list as family life gets in the way but you can’t underestimate the difference financial protection makes."

The policy lasts for 12 months and pays out £15,000 if a covered parent dies during this time.

Among the eligibility criteria, applicants must be a UK resident (Channel Island and the Isle of Man are excluded) and must remain a UK resident for the duration of the plan.

Applicants must not have received a positive diagnosis of HIV infection and must not, within the last 12 months, have received medical treatment for cancer, including leukemia or lymphoma.