Bright Grey is to revamp its critical illness (CI) cover by improving definitions around the five most common reasons for claim.
The insurer, which is part of Royal London, is improving definitions around cancer, heart attack, stroke, multiple sclerosis, children's critical illness cover.
Bright Grey said it is focusing on these definitions because almost 90% of its critical illness claims are for these five conditions.
The improvement follows other recent changes, including a dedicated case manager and an underwriter for every client application.
From October, Bright Grey will start to communicate the definition changes to advisers through a new marketing campaign.
The campaign titled "We care, you care, take care" will reach advisers across a range of channels including digital and print advertising; also email promotions.
Debbie Kennedy, head of protection proposition design at Royal London said: "We've focused our improvements on the five most common conditions that affect clients, because we want to offer cover that's better value; designed to pay more claims; and gives clients the emotional support when they need it most."
Meanwhile, advisers' clients and their immediate families will continue to have access to the Helping Hand support service at no extra cost, from the day their Bright Grey menu or relevant life plan starts, even if there's no claim.
Last year Royal London announced that it would be moving to a single brand strategy across its life, pensions and investment businesses with the phasing out of brand names including proteciton insurers Bright Grey and Scottish Provident.
When making a life, critical illness or IP claim
Despite no longer requesting medical evidence
Subject to certain criteria
Rising to 7.8% in people over 80
‘We could be failing people, when they need us most’