Aviva has reduced its not taken up (NTU) rates for protection products by a quarter over the last three years.
The provider put the improvement down to the introduction of techniques to ensure that customers' expectations are properly managed.
It said the decision to remind clients of their nurse screening appointments by text message had resulted in 50% fewer appointments not attended or cancelled.
Text message reminders were also introduced for doctor examinations and telephone interviews.
"The simple step means more customers are completing necessary screenings sooner and has enabled underwriters to make early decisions," it said.
Robert Morrison, chief underwriter for Aviva, added: "If customers are unsure what to expect when they are taking out protection products, they may become confused or frustrated if they feel it's taking too long to get cover.
"This can ultimately lead to NTUs, particularly if they don't understand what is happening with their application.
"Our aim is to keep individuals informed every step of the way so they know what we are doing and why.
"That way, if we do need to find out further medical information to help with underwriting decisions, the customer understands what is involved and is less likely to drop out of the process."
