Norwich Union (NU) has begun converting two million policies as part of its strategy to reduce its product range from more than 300 to 65.

Intermediary business director Ken Wallace said initial reactions had been very encouraging, with more than half of intermediaries saying they would recommend all or most NU renewals to their customers.

Wallace claimed: “Conversion will result in a ‘win-win' for intermediaries – fewer products will make it easier for intermediaries and their staff to conduct business and will enable us to provide our intermediary customers with the quality of service they expect.”

Wallace said his team would continue to research performance to shape the conversion process as it gathered pace.

“Our aim is to fine-tune the process and take account of any intermediary concerns,” he said.

“We also have a robust feedback mechanism in place to ensure concerns are quickly passed to the business for action.”