"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."
- Fran Bruce - Aviva
Aviva has announced that it is expanding its ChatGPT app to allow customers to obtain an initial life insurance quote.
Since the app’s launch in April of this year, customers have been able to use it to receive a quote for its home insurance Signature policy.
Customers can enter their details into the app to generate a quote with their information pre-populated into the Aviva journey. Any customers who wish to proceed with cover will complete their application and purchase on the Aviva website.
The update marks the next phase of Aviva’s collaboration with OpenAI, extending the app’s capabilities to help customers apply for life insurance using Large Language Models (LLMs).
Aviva will continue to monitor how customers engage with the ChatGPT app to inform future developments across the protection product range and distribution channels.
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"Following the launch of our home insurance app on ChatGPT, we’re pleased to extend this capability to life insurance," Fran Bruce, managing director of protection at Aviva, said. "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.
"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."
