Aviva is to stop offering direct investment and protection advice for its customers from 31 May.
The move is part of the restructure announced last week that will see the insurer cut 2,000 staff or 6% of its global workforce. The cuts will affect about 120 advisers.
In a statement, the company stressed that the changes relate to its fully advised sales force and that it remains committed to the direct channel through non-advised.
An Aviva spokesperson said: "We have previously outlined plans to reduce our expenditure to improve our position as a business. This has meant we have been reviewing how we can meet our customers' needs in the most cost-effective way.
"As a result we can confirm that as of 31 May, Aviva will no longer offer fully advised sales to new customers across all life products."
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