Aviva reduce doctors report requests by 60%

Aviva, the UK's largest insurer, has reduced the number of doctor reports requested for life insurance applications by 60%. This has been achieved by capturing extra medical information using nurses and underwriters to speak to customers.

The initiative, called Improving Customer Underwriting (ICU), places the emphasis on underwriters making faster and better decisions which are often not helped by collecting doctors reports. Benefits of the initiative are:

Saves time - customers are getting cover quicker, due to reduced application time
Saves advisers time - less administration and time spent chasing
Saves money - Aviva makes cost savings, due to less doctor report costs
Reduces the need for busy GPs to deal with insurance related queries

Whilst Aviva will continue to need doctors reports for some applicants to offer the fairest and most competitive terms, these initiatives will keep these to an absolute minimum.

Richard Verdin, protection director, at Aviva, said; "We constantly look for opportunities to lead and grow the market. One of the main delays experienced when setting up life insurance policies is gaining evidence from a customer's doctor, which in a large number of cases doesn't even change the underwriting decision. This can be slow, due to the level of other work GP's have, and providing this information understandably can be less of a priority to a GP. We have taken the decision to lead the market whilst managing risk effectively. These changes show a new understanding of what is actually needed, developing our processes in the best interest advisers and our customers."