Global insurer Aviva has expanded its ChatGPT app to include life insurance, allowing customers to obtain an initial quote through the conversational AI platform before completing their application online.
The launch builds on Aviva’s earlier move into ChatGPT-based distribution, which saw the insurer introduce home insurance quoting for its Signature product through the platform in April.
Customers can now enter their details within ChatGPT to generate a life insurance quote. Those wishing to proceed are then directed to Aviva’s website, where their information is pre-populated to complete the application and purchase process.
The expansion forms part of Aviva’s wider collaboration with OpenAI and reflects the insurer’s efforts to explore emerging digital distribution channels as consumer adoption of AI tools continues to grow.
The insurer said it will monitor how customers interact with the service to better understand demand and inform future developments across its protection product range and distribution strategy.
“Following the launch of our home insurance app on ChatGPT, we’re pleased to extend this capability to life insurance,” said Fran Bruce, Managing Director of Protection at Aviva.
“While 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.”
The move marks another example of insurers experimenting with AI-powered customer acquisition, as carriers look to embed insurance journeys within platforms consumers are already using.
Bruce said the initiative is intended to make protection products more accessible while helping raise awareness of life insurance among consumers.
“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,” she said.
“As with our home insurance launch, we’ll continue to learn and explore how this approach could be applied more widely.”
The expansion follows a growing number of insurance providers and comparison platforms launching ChatGPT integrations, as the industry explores how conversational AI could reshape product discovery, quoting and customer engagement.
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