Friends Life has made premium rate reductions of up to 6% for sums assured of £30,000 and above on its Protect+ critical illness policy.
It says the average reduction for new policies is 2.5%. New sums assured between £60,000 and £95,000 will gain the maximum rate reduction.
Steve Casey, head of marketing and intermediary proposition development at Friends Life, said: “We constantly monitor the market and look to make improvements and enhancements to our own proposition whenever possible.