Aviva's offer of free life insurance for new parents could help to alleviate some of the 'financial fears' which cloud their first year of parenthood, the insurer has said.
In a recent survey, Aviva has found that new parents often find it hard to enjoy the first year of their new baby's life, as peer pressure and conflicting advice leave them feeling "confused and isolated".
The study found that two thirds of new parents are concerned they are not looking after their baby properly, and more than four in five cite conflicting advice from family, books and the internet as accelerants of their stress.
The pressures of parenthood, including 2,007 nappy changes, 1,789 feeds, and 280 loads of washing, mean that new parents often forget to take out life insurance, the study concluded, leaving families without adequate financial protection.
While sleepless nights and tactless mothers-in-law make life difficult for many new mums and dads, it is financial fears and a stretched income that make the first year of parenthood most difficult for six out of 10 new parents.
Aviva hopes that by offering all new parents £10,000 of free life insurance each, this will be one less thing to worry about and, while it is not a sufficient amount of cover by itself, will encourage parents to protect their family.
Louise Colley, head of Aviva life insurance and other protection products, said: "I'm delighted that we're able to take away one concern new parents may have by offering the reassurance of free life cover.
"Anyone, like me, who is a parent knows only too well that the first 12 months can be really tough, as well as incredibly rewarding. We're going the extra mile with this free cover because we believe it's absolutely essential that new parents consider how they best protect their new family."
© Fair Investment Company Ltd