Aviva Partners Tesco to Distribute Life Insurance Products
Aviva has formed a distribution partnership with Tesco Insurance & Money Services to offer life insurance products to the retailer's customers through digital channels and physical stores across the UK.
The arrangement gives Tesco shoppers access to Aviva's life insurance products through tescoinsurance.com, with policies available from £5 per month.
The insurer will utilise Tesco's customer base and Clubcard loyalty programme to distribute protection products.
The partnership combines Tesco's retail presence with Aviva's underwriting capabilities. Customers can access the service through Tesco's online platforms, social media channels, and hundreds of physical stores.
Digital-first approach targets mass market
The life insurance products feature a digital quote and application process optimised for mobile devices. Aviva's offering includes a 5-star Defaqto rating and complementary wellbeing services for policyholders.
Aviva paid 98.8% of life insurance claims across its product range in 2024, totalling £862m. The insurer positions this claims payment rate as a key differentiator in the partnership arrangement.
The wellbeing services represent non-contractual benefits that Aviva can modify or withdraw. Terms and conditions apply to these additional services.
“Tesco's trusted brand backed by Aviva's expertise is bringing high-quality cover and real peace of mind for those who want to protect their loved ones"
Partnership supports market expansion goals
The collaboration forms part of Aviva's strategy to expand its distribution network beyond traditional intermediary channels. The insurer aims to increase market awareness and accessibility of protection products through alternative distribution models.
Ban Mahsoub, Partnerships Director at Tesco Insurance & Money Services, says the partnership addresses protection needs for UK families.
“We're delighted to be working with Aviva to expand our offering into protection insurance for millions of Tesco customers and help meet the needs of families across the UK,” Mahsoub says.
“Tesco's trusted brand backed by Aviva's expertise is bringing high-quality cover and real peace of mind for those who want to protect their loved ones. Life insurance is one of the most important ways people can plan for the future, and we want to make it easier and more accessible.”
“By combining Tesco's reach with Aviva's extensive expertise in protection, we're creating wider market awareness and greater access to insurance, to help more families feel financially resilient"
The partnership leverages Tesco's customer data and digital infrastructure to identify potential customers for life insurance products. Customers will be able to take out cover via the digital quote and apply service at tescoinsurance.com.
Daren Boys, Protection Distribution Director at Aviva, positions the partnership as part of the insurer's multi-channel distribution strategy. The arrangement adds retail distribution to Aviva's existing intermediary and direct sales channels.
“This new partnership is an exciting opportunity for our two brands to leverage our digital and data capabilities to bring life insurance to the forefront for Tesco customers across the UK,” Boys says.
“By combining Tesco's reach with Aviva's extensive expertise in protection, we're creating wider market awareness and greater access to insurance, to help more families feel financially resilient.
“The partnership adds to our growing distribution footprint and supports our ambition to grow the market across intermediary, direct and partnership channels.”
