The new approach has already gained traction within key adviser groups, with Aviva receiving a number of signature-free applications within its first week. Riskfirst is scheduled for national roll out next month to all advisers.

While many insurers are offering versions of online underwriting, Aviva's platform is unique as it requires no signatures, although advisers can choose to receive a signed client declaration. It is also the only platform to complete business online immediately and issue policies on the spot. This is set to cut weeks off the application process and reduce delays to adviser remuneration.

All policies are immediately underwritten and issued by email. In addition, the online platform integrates with Aviva's existing illustration software which reduces the need for training. For the thousands of advisers that are already using Aviva's illustration software this provides a seamless click through from this illustration to policy completion and underwriting.

Commenting on the change, Sean Potter, group protection manager, said: "We took a look at the law, we took a look at the compliance of different industries, and we took a look at our business. We are confident that this platform complies with our legal requirements, and will help our advisers do business."

What didn't make sense was that in the general insurance industry, you can apply for cover and even claim without a signature, yet in life insurance you couldn't. We wanted to challenge the convention in the life insurance industry. We wanted to turn it on its head. In life insurance, advisers are involved in the process, whereas in general insurance they often are not. Surely that adds less risk, and adds a higher level of compliance to the process.

"We have a strong relationship with our advisers, and there is a high level of professionalism within the industry. You can't beat the ability to issue policy schedules on the spot. It just makes it all so easy, which at the end of the day, is what this business is all about. We believe that initiatives such as Riskfirst are a significant practical step in reducing underinsurance," said Sean.