Sales Automation
Aviva wanted to make life insurance quoting and application initiation faster and easier for customers through an emerging LLM-based channel, while extending the digital distribution approach it had already launched for home insurance.
Reported impact
Aviva extended its ChatGPT-based quote channel from home insurance to life insurance, making products more accessible and helping customers apply for cover quickly and easily through a new distribution channel.
Aviva expanded its customer-facing ChatGPT app so users can start a life insurance journey conversationally instead of beginning on a conventional quote form. In the implementation described, customers enter their details into the ChatGPT app, which uses Aviva's collaboration with OpenAI and large language models to support the quote interaction. The resulting information is then passed into Aviva's existing quote journey with customer details pre-populated, reducing re-entry before the user moves into the insurer's owned transaction flow. The Aviva website acts as the downstream application and purchase system for customers who decide to proceed with cover. Aviva also says it will monitor how customers engage with the app to generate insight for future development across protection products and distribution channels, although the source does not name separate storage, orchestration, or analytics products.
Customers enter their details into Aviva's ChatGPT app, which uses an LLM-based interaction to generate an initial life insurance quote and pre-populate information into the Aviva quote journey. Customers who continue then complete the application and purchase on the Aviva website, while Aviva monitors engagement with the app for future product and channel development.
"Any customers who wish to proceed with cover will complete their application and purchase on the Aviva website."
"Aviva has expanded its ChatGPT app to allow customers to obtain an initial life insurance quote."
"Aviva will continue to monitor how customers engage with the ChatGPT app which will provide rich insight to inform future developments across the protection product range and distribution channels."
"Customers can enter their details into the app to generate a quote with their information pre-populated into the Aviva journey."
"The update marks the next phase of Aviva’s collaboration with OpenAI, extending the app’s capabilities to help customers apply for life insurance quickly and easily using Large Language Models (LLMs)."
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