Underwriting innovations cut protection 'not taken up' rates

Improvements made since 2008 have seen NTUs fall by a quarter. This is against a backdrop of adviser concerns about increasingly stringent underwriting approaches being applied in the market.  

The reduction follows a series of innovative techniques introduced by Aviva's underwriting team to ensure that customers' expectations are properly managed.  

Where screenings with nurses are required, customers who have provided mobile numbers now receive a text message to remind them of their appointments.

This has resulted in 50% fewer appointments not attended or cancelled by customers. The simple step means more customers are completing necessary screenings sooner and has enabled underwriters to make early decisions.  

Similarly text messages are also used to inform customers of the type of examination or interview they will need such as doctor examinations, nurse screenings or telephone interviews. This helps customers to know what to expect more quickly and efficiently than by post.  

Robert Morrison, chief underwriter for Aviva says:

"If customers are unsure what to expect when they are taking out protection products, they may become confused or frustrated if they feel it's taking too long to get cover. This can ultimately lead to NTUs, particularly if they don't understand what is happening with their application.  

"Our aim is to keep individuals informed every step of the way so they know what we are doing and why.

"That way, if we do need to find out further medical information to help with underwriting decisions, the customer understands what is involved and is less likely to drop out of the process." 

Aviva recently reported that it had reduced the turnaround time for medical evidence assessments, making it quicker and easier for customers to get life cover, even when additional medical information is required.

Now 95% of underwriting decisions are made within eight hours of questionnaire completion and all within 24 hours.