Redefining our high value protection: a new era of support for advisers and their high value clients
Fran Bruce, Managing Director, Protection at Aviva, shares her thoughts on our enhanced high value protection offering.
The world of high value protection is changing fast. Rising property prices and increased focus on inheritance tax (IHT) mean that advisers face new challenges supporting their clients. These clients want more than basic policies – they want tailored solutions that protect their wealth, secure their legacies and help future generations.
At the same time, advisers need faster access to experts, more flexible products and a service designed specifically for complex, high-value cases. That’s why I’m excited to introduce Aviva’s enhanced high value protection proposition – a next-level offering created to make complex protection simpler, quicker and more effective for advisers and their clients.
Meeting the changing needs of high value clients
Today’s high net worth clients have diverse and sophisticated financial planning needs. They may be dealing with inheritance tax planning, wealth transfers, business protection or gifting strategies. They expect solutions that fit their unique situations rather than a one-size-fits-all approach.
The launch of our high value solution represents an exciting step forward for Aviva. Bringing together specialist expertise, enhanced capabilities and dedicated support enables us to provide advisers with an even stronger offering for their high-net-worth 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. We look forward to helping more clients protect their wealth, their families and the legacy they've worked hard to build.
Enhanced product solutions for complex planning needs
One of the most important upgrades is the expansion of our estate planning options. We've introduced Joint Life Second Event Term Cover, which offers a cost effective and flexible alternative to whole of life insurance. Cover can be arranged even if one life is uninsurable, helping advisers get the right protection in place.
We’ve also added the new gift inter vivos benefit. This lets advisers adapt existing cover to lifetime gifting plans without extra underwriting. It adds flexibility when client circumstances change, which we know happens often in the high-value market.
Inheritance tax planning grows more important every year. That’s why we’ve included new IHT-related guaranteed insurability options, with the option to increase cover if legislation changes or if IHT liabilities rise after receiving gifts or inheritances.
Additionally, we’ve extended access to valuable policy benefits to more clients, including those with medical ratings or exclusions. This means advisers can offer protection to a wider range of individuals without compromising on cover quality.
Greater access and increased capacity for older clients
Clients are living longer
Clients are living longer and building wealth later in life. Advisers often need solutions that work for older clients who might have limited options elsewhere.
Our proposition now...
Our proposition now supports higher maximum entry ages: Life Insurance+ Cover is available up to age 89, while Whole of Life Insurance+ extends to age 85. This lets advisers support clients well beyond traditional limits.
We've also raised...
We’ve also raised the maximum cover amounts significantly. Term life insurance is now available for sums exceeding £100 million and we'll also offer increasing cover up to £20 million. These increased capacities provide greater choice and security for complex, high-value cases.
On top of this...
On top of this, our Protection Promise now offers up to £1.5 million of immediate life cover during underwriting, and we’ve introduced annual premium payment options to help manage larger cases more flexibly.
A dedicated high value team for advisers
Products alone don’t make a difference – service does too. We understand advisers want expert help and clear communication when managing high value cases.
Our team provides a proactive and flexible approach to make faster decisions, reducing complexity and giving advisers greater confidence throughout the process. Initial assessments are completed within 24 hours of receiving them and updates are provided at key stages throughout the underwriting process. This means advisers stay well informed and in control from start to finish.
Introducing our Premier Service – our highest level of support
Introducing our Premier Service – our highest level of support For ultra-high-value or especially complex cases, we’ve launched the new Premier Service, delivering a truly tailored experience. Every premier case has a named underwriter and case administrator who provide a seamless service from application to completion.
Premier applications are assessed within 24 hours, and medical or financial evidence is reviewed within 48 hours. This speeds up decision making and lets advisers give confident updates and clear next steps.
Premier clients also benefit from enhanced medical support, specialist underwriting expertise and access to wider Aviva teams skilled in protection, tax, trusts, wealth and retirement planning. This reflects our commitment to a personalised experience that meets the expectations of high-value clients.
Supporting advisers beyond the product
Our commitment goes beyond product and service improvements. We’ve launched a dedicated High Value Protection Hub, packed with practical tools, calculators, technical content and sales aids. Advisers can find support easily on inheritance tax planning, gifting strategies, relevant life solutions and complex trusts whenever they need it.
Advisers will also continue to benefit from specialist teams, expert knowledge and ongoing events, training and development resources designed to build confidence and success in the high value protection market.
Helping advisers reach new heights
The high value protection market offers a significant growth opportunity for advisers but also brings complexity. Our enhanced proposition helps advisers master that complexity with confidence.
By combining expanded product options, expert support, a new premier service and practical resources, we make it easier for advisers to deliver excellent outcomes for clients with demanding protection needs.
Most importantly, we stand as a trusted partner who understands the challenges of high value planning and supports advisers every step of the way.
Together, we can help clients protect what matters most and plan confidently for the future.
AUTHOR
France Bruce
Managing Director, Protection at Aviva