SunLife has aimed for simplicity in its new family life insurance range, which will be sold directly to customers initially but made available to intermediated channels over the next year.
| Key features |
| • The inclusion of critical illness cover |
| • An effort to provide a “Direct retail experience” |
| • “Reduced underwriting and affordable premiums |
| • A new life insurance product that will be available through select intermediated channels over the next 12 months |
Dean Lamble, managing director of SunLife, said: “More consumers are looking for the same retail experience they enjoy when buying non-financial services products.”
SunLife has responded to consumer research, which found that 39 per cent of consumers valued easy-to-understand products over price and performance.
Adviser view
Tom Conner, director at Brighton-based Drewberry, said: “It is true that the application and underwriting process can be complex, but the role of the adviser is to manage that process for the client so that it is as simple and easy as possible on the surface.”
