Aviva customers can now obtain a life insurance quote using the provider’s ChatGPT app.
The development builds on Aviva’s ChatGPT launch in April that already provides access to home insurance quotes.
Customers can enter their details into the app to generate a quote with their information pre-populated into the Aviva system.
Any customers who wish to proceed with cover will complete their application and purchase on the Aviva website.
The update marks the next phase of Aviva’s collaboration with OpenAI, extending the app’s capabilities to help customers apply for life insurance quickly and easily using Large Language Models (LLMs).
Aviva said it will continue to monitor how customers engage with the ChatGPT app to inform developments across the protection product range and distribution channels.
Fran Bruce, managing director of protection at Aviva, said: “Following the launch of our home insurance app on ChatGPT, we’re pleased to extend this capability to life insurance.
“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.
“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.
“As with our home insurance launch, we’ll continue to learn and explore how this approach could be applied more widely.”
It comes as recent research by Finder revealed that 40 per cent of Britons have used tools like ChatGPT and Gemini for personal financial advice.
ChatGPT is also being used in apps provided by Moneysupermarket for home and car insurance and by Simply Business for business insurance.
Marc Shoffman is a freelance financial journalist
