NobleOak Life has been named overall winner in the Strategic Insight direct life insurance excellence awards.

The other finalists were TAL Life and Zurich Financial Services.

NobleOak also won the total and permanent disability category and the trauma Rider award.

TAL won the income protection, funeral cover level premium, customer service and omnibus protection categories.

Zurich won the award for customer service, with its American Express Ezicover product, while Suncorp won the term life category and the innovation award for its interactive calculator.

OnePath picked up the trauma standalone award and accident cover prize.

CommInsure took the consumer credit award and AIA Australia won the health and wellness program prize for its Vitality scheme.

Strategic Insight’s Actuary Simon Solomon says the market continues to innovate.

“Direct life has seen the introduction of simplified life policies and policies that combine all types of cover together in one package, called omnibus policies,” he said.

“The new concept, in which insurers reward healthier customers with premium discounts and claim benefits, will undoubtedly assist in improving the quality of direct sales, especially in the area of policy retention.”