Aviva withdraws standalone critical illness products
Tue, 22 Sep 2009
Newly rebranded insurer Aviva is to pull its standalone critical illness (CI) cover from the market, according to Money Management.

From October 5th, the standalone option will not be available from Aviva's range of products. Instead, its life CI rider will be enhanced with the addition of six new conditions, including liver failure and cardiomyopathy .

Richard Verdin, protection director at the company, stated that the product was not a popular choice for its customers and that very few providers in the market were now offering standalone cover. The firm believe that focusing on its CI with life cover would be of greater benefit to consumers.

The decision was almost certainly facilitated by the abysmal sales figures that Aviva has reported in the standalone CI sector over the past three years. Aviva now intends to enhance its life cover product with the addition of new conditions and an increase in children's cover.
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