New spin on family protection sales from Aviva

Tuesday, February 21, 2012

Aviva have announced that they have revamped their support to advisers in order to help them to overcome barriers in selling family protection.

The insurer wants advisers to emotionally engage with their consumers by focusing on the positive aspects of family life and opening up conversations around what exactly makes your family special.

By switching the emphasis from protection products to family life, they should be able to change the way that people talk and think about protection policies.

The initiative is backed by new material that can help facilitate the right kind of conversation and provides insights into potential life stage triggers, as a means of pinpointing protection need.

All of this has been designed with a focus on families rather than a focus on finances, to help advisers create empathy with clients.

Further backing for advisers involves a re-run of Aviva’s TV advertisement featuring Paul Whitehouse, which is being shown on mainstream channels from 20th February.

The insurer’s head of protection sales and marketing, Louise Colley, says: “We want to show how together we can protect the precious things that are unique to each individual family.”

She adds: “By providing a financial cushion, as well as giving invaluable peace of mind, we can help to keep those special moments special – whatever the future holds.”