Aviva is now offering £15,000 of free life cover for parents through all channels, including advisers.
The cover is available for parents who register before the child's fourth birthday.
Cover has been extended so £15,000 of cover is now available for both parents for each child. This could mean cover worth £30,000 for each eligible child if both parents apply.
Parents applying must not already have had Aviva's free parent life cover or have previously held cover from Aviva for the same child.
Louise Colley, protection director for Aviva said: "I'm delighted that we are now able to strengthen our offer to reach even more families as this is a real catalyst to take action and protect what matters most."
The cover is available to all UK parents including biological, adoptive and same sex couples.
The cover can be taken out via a financial adviser and Aviva does not charge for the service. The cover lasts for one year.
Free cover was first introduced by Aviva back in 2009, the current changes are an increase to their free new parent life cover.
The policy formerly offered £10,000 of life cover to parents up to their child's first birthday.
Parents applying must not already have had Aviva's Free Parent Life Cover or have previously held cover from Aviva for the same child.
Colley said: "This is used extensively in the intermediary channel, it's been available since 2009. Some intermediaries use this as a key catalyst for them in creating client conversations, it's part of their tool kit, you have advisers who are engaged in it."
She added: "We all know that people in this environment don't want to think about what's the worst thing that can happen to them, this is a great way to engage them and ask what about the what if?"
