Aviva has expanded its ChatGPT-powered application to allow customers to obtain an initial life insurance quote, marking the latest stage in the insurer’s use of artificial intelligence to support customer interactions.
The move follows the launch of Aviva’s ChatGPT app in April, which enabled customers to receive quotes for the company’s Signature home insurance product. Under the new functionality, customers can enter their details through the ChatGPT app to generate a life insurance quote, with information pre-populated into Aviva’s application journey. Customers who decide to proceed with cover are directed to complete their application and purchase through Aviva’s website.
According to Aviva, the enhancement forms part of its collaboration with OpenAI and extends the app’s capabilities through the use of large language models (LLMs). The insurer said it aims to make the process of applying for life insurance quicker and easier for customers.
The company said it will continue to monitor customer engagement with the ChatGPT app and use insights from customer interactions to inform future developments across its protection products and distribution channels.
Fran Bruce, managing director of protection at Aviva, said the expansion builds on the insurer’s earlier home insurance launch and reflects expectations that adoption of LLM-based services will increase as the technology becomes more widely used.
“While LLMs are still an emerging channel in financial services, we expect adoption to grow as customer behaviours shift and these technologies become more widely used across daily life,” Bruce said. “This is another step in growing consumer awareness of protection insurance by making our products more accessible to customers in the ways that suit them as part of our broader, diverse distribution strategy.”
She added that the insurer would continue to assess how similar approaches could be applied more broadly in the future.
In March, Aviva formally launched its ChatGPT-based insurance application, marking the first rollout under its partnership with OpenAI. The app initially enabled customers to obtain quick quotes for its Signature Home Insurance product by answering a few questions.
In the same period, the insurer expanded its AI underwriting summarisation tool beyond life insurance to cover individual critical illness applications, allowing medical reports to be processed into structured summaries for underwriters and reducing review times.
