Allianz expands partnership with supermarket chain Asda

Allianz UK and Asda are expanding their partnership to launch home and motor insurance products for Asda customers in summer 2026.

Under the agreement, Asda will market the products while Allianz UK will handle administration, underwriting, and claims management. Policies will be distributed through contact centers, online channels, and price comparison websites.

The partnership builds on a relationship that began more than 15 years ago when Allianz provided Britannia Rescue breakdown coverage to Asda customers.

Asda also plans to use customer data and its Rewards app to offer targeted insurance products and preferential pricing for Rewards users who purchase directly through Asda.

“We are delighted to deepen our partnership with Asda – one of the UK’s leading supermarkets and a trusted household name in the UK. We have had a successful partnership with them for 15 years and this collaboration underscores the success of our multi-party distribution strategy and commitment to delivering innovative, insurance solutions that meet the evolving needs of today’s consumers. Allianz has made great strides in the UK retail market over the past year, and this agreement highlights the strength of Allianz UK and the high-quality insurance and claims services that we provide.” – Ulf Lange, Managing Director for Personal Lines at Allianz UK .