PruProtect has launched a promotion offering children's serious illness cover (SIC) free for three years to new customers.
The offer of primary SIC at £10,000 per child will be made available for every PruProtect plan put on risk between July and August, even if the policyholder does not opt for SIC themselves.
After the three year period has ended, policyholders can choose to continue with the cover at an increased premium or remove the cover from their plan.
The cover is designed to protect families against the financial hardship caused when a child suffers a serious illness, such as a childhood cancer, which affects around 1700 under 15s in the UK each year.
Many parents do not consider the impact a child becoming seriously ill could have on their finances; for instance time off work, travel to and from hospitals and childcare for other children in the family. It is important people are aware that insurance is available and can cost under £1 per month, the insurer said.
PruProtect will also be donating £5000 to Great Ormond Street Hospital to support those already affected by childhood illness.
Justin Taurog, distribution and marketing director for PruProtect, said: "We have always been advocates of parents taking SIC to protect their children, even if they choose not to take the cover themselves. We want to raise awareness of this vital and incredibly cost effective cover and I am confident this promotion will do just that.
"Although we have only been operating in the UK for fewer than five years, we have already seen claims made on our children's SIC and we know from talking to those policy holders how valuable the cover has proved."
