PMI made simple

Support to help you bring PMI conversations to life with your clients.

Client expectations are rising and time is tighter than ever. So working smarter, not harder - matters. 

That’s why we’ve created an all‑in‑one toolkit designed to make promoting Private Medical Inurance (PMI) simpler and more effective. By bringing everything together in one place, we want to help you save time, have deeper, more meaningful conversations with clients, and expand your portfolio with confidence. Using practical guidance and ready‑made assets that help you overcome barriers and make every conversation count.

Help clients see the value of PMI

PMI offers real, tangible value, for individuals and businesses alike. From faster access to diagnosis and treatment to more consistent care and reduced absence in the workplace. Communicating these benefits effectively, however, isn’t always easy. This toolkit is designed to give you the clarity, confidence, and practical support to help bring those conversations to life. Making it easier for clients to understand the potential value of PMI and move from interest to action.

Show the value

  • PMI gives clients confidence and peace of mind. 
  • For families, it means fast care and reassurance when health is a priority.
  • For businesses, it supports healthy teams and can help to boost productivity.

Present the offer

  • PMI includes a choice of cover levels so you can offer options that work for different budgets.
  • From core cover to extras like mental health support, our tools make those choices clear and easy to explain.

Make it simple

  • Highlight quick access to care with trusted claims handling and digital tools like MyAviva.
  • Show how easy it is for clients to take the next step with confidence.

Know the moments

  • Spot the key steps in the client journey.
  • Head straight to the materials you need - all neatly in one leaflet.
Download leaflet "Download our PMI intermediary leaflet PDF"

Your 5-Step Campaign Plan

These five steps are the foundation of your campaign. Take a moment to explore each one - they’ll help you plan, post, and keep conversations flowing. Once you’re ready, you’ll find everything you need to put your plan into action below.

Step 1 of 5 Raise awareness

Discuss the current barriers to healthcare access and offer solutions; like Aviva's digital services that can help to reduce absenteeism and offer healthcare on your client's terms.

Step 2 of 5 Spark interest

Explore how PMI can offer convenient wellbeing support and offer emotional support during difficult times.

Step 3 of 5 Position yourself as the solution provider

Understand how the clinical pathways can support employee and client wellbeing and reduce waiting times.

Step 4 of 5 Drive action

PMI can help to make employers stand out in competitive recruitment processes. Highlight to clients that PMI can benefit the whole family and not just the individual.

Step 5 of 5 Support the sale

Focus on how cover can be aligned to suit business or budget needs and showcase all the value-added services.

Start your campaign today

Everything you need is here. Social posts and email templates. 

This toolkit is provided by Aviva for intermediaries. Communications to end customers must be created and sent by the broker under their own brand and in accordance with applicable regulations. Aviva does not review, approve or endorse broker‑distributed communications and is not the sender. Brokers are responsible for customer consent, accuracy of content and compliance.

Tips to keep momentum

Once your campaign is live, keeping the energy going is essential. Momentum helps turn early interest into meaningful conversations and, ultimately, action. These practical tips will help you stay focused, keep engagement high, and make every interaction count.

Know your audience

For SMEs, focus on productivity, retention, and cost control. For individuals, highlight choice and convenience. Show how PMI adds value to their overall approach to wellbeing. Avoid jargon and keep it relatable - when your message reflects their priorities, PMI feels relevant and worth exploring.

Keep it consistent

Bring your messaging together under one theme. Use emails and social posts that connect wellbeing with protection, so clients see a joined-up story. Consistency builds confidence and makes it easier for clients to understand how PMI supports their wider goals.

Plan for the right moment

Timing makes all the difference when introducing PMI alongside other products. Here’s how:

  • Target natural triggers - Renewal periods, benefit reviews, or seasonal health trends are ideal.
  • Make it relevant - Position PMI as part of a broader wellbeing conversation, not a standalone product.
  • Think ahead - Map out your calendar and use these triggers to start conversations that feel helpful.

A well-timed approach shows you understand client priorities and helps PMI feel like a natural extension of their existing plans.

Keep the conversation alive

Don’t stop after the first email or post. Keep PMI in the mix with a steady flow of content:

  • Release in stages - Share tips, insights, and resources gradually. 
  • Mix formats - Use emails, social posts, and quick guides to keep things fresh.
  • Encourage sharing - Ask colleagues to add personal comments for authenticity.
  • Stay responsive - Reply quickly to questions to show you're approachable.

A consistent presence builds trust and keeps PMI top of mind, helping you turn awareness into action.

Resources to keep you moving

Extra tools to make your PMI conversations easier. From gathering client details to presenting recommendations suited to their needs, read and download these resources to help you stay organised and confident at every stage.

Discover your client's needs

Start strong by capturing the details that matter.

These forms make it simple to gather the right information so your advice feels relevant and informed.

Recommend with confidence

Show your clients the value of PMI.

This editable presentation helps you share recommendations based on your client’s needs clearly and professionally after your fact find.

 

Recommendation Pack "Download our recommendation pack powerpoint"

Collect the information required

Bring all necessary details together in one place.

These forms help you capture the information needed to progress efficiently and reduce rework later.

Make policy transfers simple

Our adviser FAQs summarise what to check, what to collect and typical timelines.

For individual clients, use the Consumer Switch FAQs page so they can see the steps in plain English.

Ready to take the next step?

Call us today on 0800 051 2535

Our opening hours are Monday to Friday 9am to 5pm.

Calls to and from Aviva may be monitored and/or recorded. Calls to 08 prefixed numbers are charged at national call rates (charges may vary dependent on your network provider) and are usually included in inclusive minute plans from landlines and mobiles.