Each parent who registers before their baby is six months old, will receive £10,000 worth of life cover at no cost to them, to run until the child's first birthday.
Louise Colley at Aviva says, "We are bringing to market a truly revolutionary offer, the aim of which is to encourage all families to consider their financial protection needs. The idea is to raise awareness with consumers and highlight the fact that life insurance is not just something you put in place to protect your mortgage, but something you should arrange to provide financial security for your children. The birth of a new baby is an ideal time to begin thinking about family life insurance needs. Unfortunately this rarely happens. We know the cover is a fraction of what people need, but the aim is capture new parents’ imaginations and lead them to seek advice about their individual and specific needs. This offer can only be arranged through financial advisers."