Aviva has introduced Simple Life Insurance to complement its Life Insurance+ policy.

Targeting clients who do not have the time or finances to buy a comprehensive cover, Simple Life offers essential life insurance for customers and their families.

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The new product can be availed by customers without requiring them to spend time on looking for additional options or features.

The new policy is claimed to be clear and easy for different groups of advisers and their clients.

It would feature clear pre-application eligibility questions, an underwriting guide, which help in instant decisions.

Medical evidence is not required to avail the policy.  It provides simple banded cover based on the client’s age.

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The firm claimed that due to simplified policy documentation, clients can view the benefits easily.

Among the basic range of support services provided by the cover includes advance funeral payments, grief counselling, estate administration though MyDigiExecutor.

The new policy also offers gym discounts, and bereavement guide.

Aviva head of protection distribution Mark Cracknell said: “Simple Life Insurance extends our life insurance proposition to customers whatever their budget or circumstances.

“While our menu proposition will continue to offer an appropriate solution for many advisers and their clients, Simple Life Insurance is an important part of ensuring that we have a range of options to help more people put protection in place.

“We know that 66% of UK adults do not have any form of valuable life insurance. We believe this new policy will encourage customers who might have previously walked away from taking out life insurance based on cost or complexity.”