The UK’s largest insurer, Aviva, announces that it has dramatically reduced the number of life insurance doctor report requests.

It figures that is has reduced the number of doctor reports needed to support life insurance applications by some 60%.

Life insurance doctor report requests are a major part of the application process and take-up a considerable amount of administrative time.

Indeed, Aviva see it as a win-win situation for everyone, with customers getting their cover arranged more quickly than before; with advisors spending a lot less time on behalf of their clients chasing paperwork and applications; and, requiring a lot less time by GPs on application queries.

Aviva call their initiative to reduce life insurance doctor report requests theImproving Customer Underwriting. Not as snappy a name as some, but it underlies the fact the Aviva have effectively transferred much of the responsibility of collating medical information by using nurses and customer underwriters.

Aviva admit that although life insurance doctor report requests are still vital to their application process, they will keep such requests to a minimum, as this remains the best way to offer their customers the most competitive terms in a very competitive industry.

“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.”

The trend to lower the number of life insurance doctor report requests is likely to be repeated throughout much of the life insurance industry say some observers.

Guest Article by Neil Camp