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The firm will add five more illnesses to its product, taking the number of conditions covered to 36.

The additions are rheumatoid arthritis, encephalitis, open heart surgery, primary pulmonary hypertension and systemic lupus erthematosous.

The company has also improved three illness definitions to ABI+ which include coma, heart attack and third degree burns

It has also extended the maximum term on its guaranteed rates from 25 years to 40 years for critical illness cover with no premium increases throughout the lifetime of the policy coupled with the launch of a 24 hour helpline offering counselling services for policyholders.

Rod McKie, head of marketing for individual protection at Aegon, said: "When someone is diagnosed with a critical illness or a family is coming to terms with the bereavement of a loved one, an insurance payout is rarely going to be the first thing on their mind.

"Although the financial aspect of dealing with these situations is vitally important, we also feel that the provision of trained counsellors at the point of need is a valuable service.

"These improvements to our overall proposition will certainly help position Aegon as one of the leading providers of individual protection."