Aviva launches ‘High Value’ protection offering for advisers with HNW clients

Aviva’s protection team has launched an integrated ‘High Value’ proposition to support advisers with navigating the increasingly complex needs of high net worth (HNW) clients.

The protection offering has been launched in response to the rising demand for inheritance tax (IHT) planning.

It has brought together two teams from Aviva and APUK to create a single unit dedicated to supporting advisers with protecting their HNW clients through a two-tier underwriting service.

As part of the changes, Aviva has closed the former APUK proposition to new business but will continue to honour existing cases in line with agreed timelines.

The updated offering has introduced a series of changes designed to broaden cover options, improve accessibility, and offer greater flexibility for advisers and clients.

New features include 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.

Access has been broadened by raising maximum entry ages and expanding Joint Life Second Event eligibility to support advisers with holistic cover, while maximum cover limits have been increased to over £100m.

Through the proposition, advisers will receive end-to-end service across sales, underwriting, pricing and customer service.

Its two-tier service model includes the Premier tier, which offers more specialised and dedicated assistance for the most complex, ultra high value cases, and the High Value tier.

"The launch of our High Value solution represents an exciting step forward for Aviva,” said Aviva managing director, protection, Fran Bruce.

“Bringing together specialist expertise, enhanced capabilities and dedicated support enables us to provide advisers with an even stronger offering for their HNW 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.”

Aviva High Value strategic accounts manager, Ben Whatling, added: “Amid rising demand for IHT 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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