Aviva expands ChatGPT insurance offering

Aviva has expanded the scope of its ChatGPT insurance app to allow customers to generate an initial life insurance quote.

Users will be able to enter their details via the ChatGPT interface, which will then be used to pre-populate entries in the Aviva user journey. To purchase a policy, users will then need to complete an application on the Aviva website.

The addition of life insurance quote generation follows Aviva’s launch of its home insurance product to the channel in April of this year.

The insurer said it would continue to monitor how customers interact with its ChatGPT offering and will use the insights to “inform future developments across the protection product range and distribution channels”.

Emerging channel

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 large language models (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.”

She continued: “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.”