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Premium trends

Interesting: AIA Living has no minimum premium. Of course, there is a policy fee, effectively creating a minimum, but this ends a trend which started perhaps 30 years ago towards higher minimum premiums. A tactical reason for no minimum is that it means you are never knocked out of a direct comparison for having a lower premium, which can happen. A strategic reason could be the more customer focused one: this makes the cover amount decision about what the customer needs, not a floor for the company. 


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