Press releases

Legal & General introduce a faster application process for customers.

Peter Graham - Managing Director - Digital, Customer & Marketing
Peter Graham
Managing Director
Digital, Customer & Marketing

21 March 2011

Peter Graham - Managing Director - Digital, Customer & Marketing
Peter Graham
Managing Director
Digital, Customer & Marketing

These changes will ensure a faster and more efficient application process for customers wanting to buy Term Assurance, Critical Illness Cover, Income Protection Benefit and Fanily and Personal Income Plans and will allow more underwriting decisions to be made straight away which means policies will go on risk much sooner.

As the UK’s number one protection provider* we process thousands of applications every month through OLP Connect. In February this year we received in excess of 40,000 applications.** It is vital that customers are able to experience a faster, shorter and smoother journey from start to finish whether they buy from an adviser or direct.

Acting on customer research findings, significant changes have been made to the questions customers are asked, so that they are more meaningful and understandable. There are fewer questions overall and the health questions have been changed making it easier for customers to understand and complete.

Key enhancements include:

  • Simplified underwriting with up to 30% fewer questions compared to the existing application.
  • Questions reworded helping customers disclose everything they need to and nothing they don’t.
  • Increase in the likelihood of an underwriting decision at the point of purchase.
  • Fewer underwriting referrals.

Peter Graham, Managing Director, Individual Protection, Legal & General said,“ These enhancements give significant and tangible benefits for customers and advisers. We believe this is now the quickest online protection system there is of its kind in the market. We ask customers the minimum number of questions we need to allow us to underwrite their policy and get it on risk as soon as possible. We have listened to our customers and acted where they have told us to remove unnecessary questions and revise others, making the application for a protection policy a much clearer and simpler process. This is important, so that customers are confident that with Legal & General they are able to get the cover they want and the peace of mind that goes with it, fast.”


Notes to editors

The information contained in this press release is intended solely for journalists and should not be relied upon to make any financial decisions.

Legal & General Assurance Society Limited is authorised and regulated by the Financial Services Authority (FSA). 

We are members of the Association of British Insurers.

*Swiss Re Term & Health Watch 2010 report based on new individual protection sales 2009

**Legal & General Protection OER Intelligence data

This is based on a completed quote, the interactive underwriting route being chosen and no disclosures made.


40 year old male, non smoker, who needs £100,000 of Term Assurance for 25 years.
Old system (pre 20 March 2011) Improved system
Underwriting questions: Number of questions: Underwriting questions: No of questions:
General (occupation, travel) 4 General (occupation, travel) 4
Hazardous pursuits 1 Hazardous pursuits 1
Medical disclosures 33 Medical disclosures 20
Family history 1 Family history 1
Total number of questions 39 26

These changes apply to Term Assurance, (Level Term, Mortgage Term, Mortgage Decreasing Term, Business Term, all with optional CIC), Critical Illness Cover, Income Protection Benefit, Family and Personal Income Plans with optional CIC

For more information please contact:

Alyson Bowcott

Alyson Bowcott
PR Manager, Legal & General Group

t: +44 (0) 20 3124 2092
m: +44 (0) 7764 582574

About Legal & General

Legal & General Assurance Society Limited.

Registered address:
One Coleman Street
London EC2R 5AA.
Registered in England 166055.

About Legal & General

Legal & General Group Plc.

Registered Office: 
One Coleman Street 

Registered in England. Registered Number: 1417162.

Legal & General Group Plc is a holding company, subsidiary undertakings of which are fully authorised as appropriate under the Financial Services and Markets Act in respect of their investment activities in the UK.

© Legal & General Group Plc 2011