Aviva is offering free life cover for one year worth up to £15,000 for each parent of a child under five years old.
The free cover is available to both parents for each child registered before their fourth birthday, meaning potential total cover of £30,000 per child.
Each policy will last for 12 months and is not contingent on the purchase of another policy.
The promotion is an extension of the provider’s ‘free new parent life cover’ offer, which launched in 2009 and offered £10,000 life cover to parents up to their child’s first birthday.
Aviva protection director Louise Colley says: “We believe that every family deserves to understand the financial risks they face and take action so they have a financial cushion in place if the worst were to happen.
“We know sometimes financial protection gets left on the ‘to do’ list as family life gets in the way but you can’t underestimate the difference financial protection makes.”
Grief Encounter chief executive Shelley Gilbert says: “By extending the Aviva free parent life cover to include older children, many more families will benefit from the offer and consider the importance of taking out life insurance.”