Aegon UK has launched its online simplified life protection offering, Simply Life.
The proposition which was previously offered exclusively to Aegon partner firms is now available to the whole of the market.
Simply Life was designed for clients aged between 18 and 49, who are in good health and looking for up to and including £500,000 of life protection cover.
It includes a simplified application process containing nine core underwriting questions.
Aegon said its simplified proposition is a "step in the right direction" in reference to the government-sponsored Sergeant Review which found customers need to be able to access increasingly simplified financial products.
Aegon also said Simply Life could complement mortgage sales. Advisers will get a guaranteed immediate online decision for all cases - so they won't have any pipeline to chase, and commission will be paid at the same rate as available for Aegon's menu products.
Simon Jacobs, head of underwriting and claims strategy at Aegon UK said: "In a market where speed to purchase and accessibility are increasingly important, Simply Life offers customers and advisers a quick and straightforward route to valuable life cover. Simply Life is cost-effective too, customers can get life protection in place from just £4.95 a month."
