Norwich Union, the UK insurance arm of Aviva, has introduced a new-style life insurance product which makes it faster and easier for customers and advisers to take out life policies.

According to Norwich Union, for most people, Simplified Life Cover can offer life assurance without the need for manual underwriting.

The new product will be available through Norwich Union’s website and call center. Later in the year, it will be also become available through intermediaries, launching initially to a number of distribution partners in the autumn.

Simplified Life Cover offers level and decreasing term policies. It uses a streamlined, interactive system which can produce instant policy quotations and acceptance offers from the information provided. It will also tailor policy premiums to reflect an individual’s circumstances and offer instant acceptance decisions in the majority of cases.

Louise Colley, head of protection products at Norwich Union, said the product was developed as a response to research which indicated that many people shied away from getting life cover because they thought it was complicated, confusing and daunting.