Aegon UK has launched a "Price Pledge" campaign, for advisers with large sum assured clients.
The provider is offering to beat the standard monthly premium offered by any competitor by £1 per month.
The provider said this will enable advisers to place their high sum assured business with Aegon, without having to sacrifice commission in the process.
This offer applies to all life and critical illness benefits across both personal and business menus, including family income benefit and gift inter vivos with monthly premiums over £200, but excludes indexing cases.
The offer applies to all proposals received by 31 December 2013 and relates to illustrations done on Aegon standard rates.
The offer also relates to the standard premiums offered by one of a competitor before any discounts, price matching offers, special premiums or ratings have been applied. A medical rating may be applied to a Price Pledge premium following underwriting.
John Wilkinson, Protection Director at Aegon UK said: "We continue to offer a high level of financial underwriting limits to make the process of applying for large sum assureds as straightforward and attractive as possible - for both the adviser and their client.
"However, we also recognise the importance of price, which is why we've launched the ‘Price Pledge'."
Aegon currently financially underwrites life cover of up to £1,500,000 from the application form with no requirement for additional, time consuming, financial questionnaires.
For critical illness cover, Aegon takes the same approach with up to £850,000 for business cover (£750,000 for personal protection).
