Aviva Launches AvivaPlus

Aviva is launching AvivaPlus, a new subscription-style insurance product which offers flexible insurance coverage, monthly payments with no APR, no charges for cancellation or changes, and a renewal price guarantee for home and car insurance.


Planned to be rolled out over the next few weeks, new and existing UK customers will be able to buy AvivaPlus home or car insurance, with three tiers of cover so customers can choose the level and price that suits their needs. The products have been simplified, and it is easier for customers to check their level of cover and switch between the tiers. Customers who buy home and car insurance together can benefit from a single renewal date as well as a multi-product discount.

“82% of consumers view price disparity as one of the most unfair practices of the insurance industry. We recognize that consumers want the insurance industry to listen to them so we’ve worked with thousands of customers to understand how insurance could better meet their needs and provide the flexibility they want for their modern lives. AvivaPlus is a reinvention of insurance, which has been developed and tested with customers’ needs at the centre, and it’s now starting to roll out alongside our existing products. Like subscription services, it’s designed to make it easy for customers to change their cover as often as they want without incurring charges. Importantly, AvivaPlus addresses price disparity, regarded by an overwhelming majority (82%) of consumers as one of the most unfair practices of the insurance industry. With our renewal price guarantee, which ensures existing customers are offered the same or an even better price than an equivalent new customer, we’re creating a level playing field for new and existing customers.” – CEO of Aviva UK Insurance, Andy Briggs.