Aviva is launching what it claims is an industry-first subscription product as it looks to rebuild trust in an insurance industry it says is inherently “unfair” and has failed to reward customer loyalty.

The new product, AvivaPlus, aims to offer simple, flexible insurance cover by allowing users to pay monthly at no extra charge and does away with charges for cancelling or changing a policy. It also includes a promise that renewing customers will – at a minimum – be offered the same deal as a new customer.

Speaking to Marketing Week, Aviva’s retail and brand marketing director Tom Daniell says the product was developed to “face into” customer challenges and address significant pain points in the industry. He points to the fact that insurance comes second only to estate agents as the industry that is ‘least likely to give you the best price first time’ as a sign things need to change.

“The ambition of AvivaPlus is to really start rebuilding trust and confidence within the industry of general insurance. There are practices within the industry we all experience that customers really feel have been unfair and not rewarding their loyalty to us,” he explains.

This includes renewing customers paying more than new customers and extra charges. “There’s a whole load of what might be seen as the darker side of insurance products, he adds. “AvivaPlus is our opportunity to start from the group up and redesign a new way of selling insurance to really answer and face into a lot of those customer challenges.”

AvivaPlus was soft launched among select customers a few months ago and Daniell says the company is already seeing benefits. For example, net promoter scores (NPS) and customer satisfaction scores are “resoundingly positive” and higher than for its classic product.

Aviva now wants to take the message about AvivaPlus to a wider audience, so is launching the first major marketing campaign for the product. A TV spot, created by adam&eveDDB, follows a similar format to recent creative by dramatising the pain point, showing a man dressed in disguise to try to fool his insurance company that he is a new customer and so qualifies for new customer…