Aviva is also leading the way in the critical illness cover arena, having recently enhanced its proposition. It now offers a partial payment of 20 per cent of the critical illness benefit under the policy, up to a maximum of £20,000, if treatment is needed for low-grade prostate cancer or surgery to remove the tumour for CISB (carcinoma in situ of the breast). For CISB it offers the highest benefit based on the breadth of surgery options in the market.
“Many providers only focus on the type of treatment, not the diagnosis,” Ms Colley explains. “Yet only one-third of cases of CISB are treated by mastectomy, with two-thirds treated by lumpectomy. Aviva covers all surgical treatments including mastectomy, partial mastectomy, segmentectomy and lumpectomy, so there is no need to worry about the customer having the ‘wrong’ form of treatment to receive a claim payment.
“For low grade prostate cancer, unlike other providers, we cover all current recognised surgical treatments including hormone therapy, which other providers exclude. We therefore cover the widest breadth of treatments.”
“We know that dealing with the effects of surgery or treatment while balancing returning to ‘normal’ life can cause additional stress if there is the additional pressure of earning money to cover bills. By having the financial help this type of payment can offer, customers can focus on recovery, readjustment and also their family.”
Overall, it is this message of being able to focus on family that underpins Aviva’s approach to protection. It hopes that by providing advisers with the tools they need to start the conversation about protection with their clients, more people will take on board just how important this sort of cover is for peace of mind for the future. Colley ends “After all family life is so special”.
