Aviva is offering new parents £10,000 worth of free life insurance cover, to encourage people to protect their family from financial peril.
While Aviva recognises that £10,000 of cover is probably insufficient, the insurance provider hopes that this will raise awareness amongst Brits of the importance of life insurance in sheltering their children.
"We are bringing to market a truly revolutionary offer," says Louise Colley, head of protection at Aviva, "the aim of which is to encourage all families to consider their financial protection needs."
She continues to say that the move from Aviva – the first of its kind – will make people realise that life insurance is not just for mortgage protection, but something that should be arranged to provide financial security for their children.
When a new baby arrives, this is the time for people to think about insurance needs for their new family, but this rarely happens, Ms Colley says, and hopes that the new offer from Aviva will encourage them to seek advice about their families' specific needs.
Ms Colley adds that Aviva sees the offer as "providing a real opportunity for advisers to create a dialogue with new and existing customers about family protection."
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