Aviva launches integrated high-value protection proposition

Aviva has launched an integrated high-value protection proposition designed to assist advisers in managing the complex needs of high-net-worth clients, particularly regarding rising demand for inheritance tax (IHT) planning.

The new offering merges expertise from Aviva and Aviva Protection UK (formerly AIG Life) into a single specialist unit. This unit provides a two-tier underwriting service, categorized as Premier and High Value, based on the complexity and required amount of cover. As part of this integration, the former APUK proposition has been closed to new business, though existing pipeline cases will be honored.

Key enhancements to the product suite 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 company has also increased maximum cover limits to over £100m and raised maximum entry ages. To improve efficiency, Aviva has introduced a more automated bespoke pricing process to ensure faster turnaround times for advisers.