Louise Colley, head of protection at UK Life, Aviva, said: "We are bringing to market a truly revolutionary offer, the aim of which is to encourage all families to consider their financial protection needs.
"What Aviva is doing will raise awareness with consumers and highlight the fact that life insurance isn't just something you put in place to protect your mortgage, but something you should arrange to provide financial security for your children.
"The birth of a new baby is an ideal time to begin thinking about family life insurance needs. Unfortunately this rarely happens. The free offer from Aviva is designed to put in place cover, which we appreciate will be insufficient for most families but it is a start which we hope will capture new parents imaginations and lead them to seek advice about their individual and specific needs.
Louise adds, "This offer can be arranged through advisers, a point that will be made in our advertising, providing a real opportunity for advisers to create a dialogue with new and existing customers about family protection.”
Advisers can register clients for this offer through Aviva's adviser portal www.aviva-for-advisers.co.uk.
