Aviva has fully closed AIG Life UK to new business following the launch of an integrated high value proposition aimed at supporting advisers in addressing the complex and evolving needs of high-net-worth clients (HNW), amid rising demand for inheritance tax (IHT) planning.
The insurer confirmed the former APUK (previously AIG Life) proposition has now been fully closed to new business but will continue to honour existing pipeline cases in line with agreed timelines.
Aviva completed the acquisition of AIG’s UK protection business back in April 2024.
The insurer told Health & Protection this morning that there will be no redundancies following the bringing together of the Aviva and APUK teams.
The move aims to create a single, experienced specialist unit dedicated to helping advisers protect their high-net-worth clients through a new proposition and a two-tier underwriting service (premier and high value), based on customers’ required cover amount and complexity.
Updated product
Aviva further announced a series of updates designed to broaden cover options, improve accessibility, and offer greater flexibility for advisers and clients.
New features include expanded estate planning options such as joint life second event term cover, IHT-related benefits changes, and extended life change and separation benefits for rated clients.
The proposition also offers broadened access raising maximum entry ages and expanding joint life second event eligibility to support advisers with holistic cover.
Aviva has also increased maximum cover limits of over £100m to expand our ability to support high-net-worth clients with more complex protection needs.
And to build on this, a more automated bespoke pricing process will aim to deliver faster turnaround times and a more efficient experience for advisers, it said.
The insurer added advisers will experience an end-to-end service across sales, underwriting, pricing and customer service, designed to remove complexity and make it easier for advisers to do business.
These cross-functional teams will work collaboratively to bring together specialist expertise, Aviva said.
Within Daren Boys’ protection portfolio distribution director structure, Ben Whatling has been promoted to the newly created role of high value strategic accounts manager.
He will work closely with advisers, providing senior oversight while leading the high value specialist distribution team and coordinating across teams.
Two-tier service model
Aviva is introducing a two-tier service model, ensuring that cases are managed end-to-end based on complexity and value.
Its premier tier aims to offer more specialised and dedicated assistance for the most complex, ultra-high-value cases. Advisers will have access to a named, dedicated, case owner from both underwriting and administration, as well as an enhanced third-party medical service.
Applications will be assessed within 24 hours and medical evidence within 48 hours.
This tier is available for applications exceeding £5m for life insurance and £1m for critical illness or where the monthly premium exceeds £750 a month.
The high value tier handles applications requiring life insurance above £1.5m, critical illness over £750,000, whole of life policies above £500,000, and income protection providing more than £125,000 a year. This also supports any protection product with premiums of £500 a month or more.
Income protection will have maximum cover of £240,000 cover a year for both premier and high value customers.
Cases will typically be handled by the high value team, unless they form part of a broader protection case that meets premier tier criteria.
Aviva added advisers will benefit from prompt assessment from application through to terms, direct access to underwriters and administrators by phone or email and regular updates at key stages throughout the underwriting process.
IHT changes
Earlier this month, advisers told Health & Protection that impending changes to IHT were a key driver behind an increase in premium value in the first quarter of the year.
This followed the release of Gen Re’s Protection Pulse Q1 2026 update which revealed that protection new business sales in the first quarter of the year remained broadly in line with the corresponding period of 2025, but premium levels had grown by 6.8%.
Protection and wealth experience
The insurer said advisers would have access to a broad range of wealth and technical expertise, including specialist knowledge in areas such as tax and trusts, which aimed to enable a more holistic approach to financial planning, supporting advisers in delivering comprehensive solutions for their clients.
This would be supported through close collaboration with it’s wealth teams, with clients supported with signposting and coordinated support across protection and wealth.
In addition, Aviva is updating its digital guidance and support including an online hub featuring tools, calculators and a dedicated technical support area.
This will provide practical resources and sales aids to support adviser development.
The insurer added this commitment extended beyond launch, with a programme of events, training and ongoing support planned to ensure advisers continue to feel supported over time.
Bringing together specialist expertise
Fran Bruce, managing director, protection at Aviva, (pictured) said the launch was an exciting step forward.
”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,” she said.
“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.”
Ben Whatling, high value strategic accounts manager, added: “Amid rising demand for inheritance tax 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.”