The Association of British Insurers (ABI) has announced the launch of a new initiative aimed at maximising the number of successful claims applicants make on their protection policies.

The industry body will publish new guidance for its member companies, which it says is designed to help them offer greater clarity to consumers who purchase insurance over the internet or over the phone.

Previous work has been done to improve the clarity of questions and the design of application forms - and this latest initiative from the ABI plans to build on this.

"In recent years we have seen a growing trend of people taking out life, critical illness and income protection insurance over the phone and online, especially via intermediaries," Nick Starling, director of general insurance and health at the ABI, commented.

"This latest ABI initiative will help ensure that the UK uses world-class online and telephone processes to help people disclose all the relevant information about their medical history. This will help ensure that people who take out cover in this way can rely on their policy to pay out when the need arises."

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