Swiss Life is linking up with the charity Winston's Wish,a group that provides support to bereaved families.
The life office says this move is part of a strategy to deliver “more than a cheque” to its clients by offering access to professional and expert advice services.
The deal sees Swiss Life funding a new national helpline which will help the charity to expand to become a national organisation.
Families insured through Swiss Life will have access to the helpline and will get a voucher for items from the charity's range of resources designed to help children understand and come to terms with bereavement.
Other moves in Swiss Life's strategy have included a partnership with RED ARC Assured, which provides care planning and advice to group critical-illness claimants.
The company is also funding the recruitment of a policy and research officer for Backcare, formerly the National Back Pain Association.
Swiss Life managing director Steve Burnett says: “It is our aim to go the extra mile and provide an enhanced level of service to our clients, compared with other life insurance companies.
“We are doing this by not only providing financial security at what are difficult times in people's lives, but also by establishing these new relationships which can provide our claimants with the appropriate emotional assistance at the right time.”