The collaboration combines Tesco’s strong consumer reach and customer-focused brand with Aviva’s underwriting expertise and long-standing reputation in life insurance, offering customers simple, affordable, and trusted cover while also rewarding them through Tesco’s loyalty ecosystem.
The new proposition will be accessible both online and in-store, with Tesco promoting the life insurance plan through its website, social channels, and hundreds of supermarkets nationwide. Customers will be able to obtain cover quickly and conveniently through a streamlined digital quote and application journey at tescoinsurance.com.
Aviva’s Life Insurance Plan for Tesco customers includes a number of standout features, such as a 5-star Defaqto rating, cover starting from just £5 per month, and a fully mobile-optimised application process. Customers can also take confidence from Aviva’s claims record, with the insurer paying out more than £862 million in life insurance claims in 2024 and meeting 98.8% of claims across its life insurance range.
In addition to financial protection, policyholders will gain access to a suite of health and wellbeing services, designed to provide extra support beyond insurance cover. These services are non-contractual benefits and subject to terms, conditions, and residency restrictions.
Ban Mahsoub, Partnerships Director at Tesco Insurance and Money Services, said the launch marks an important step in expanding Tesco’s offering to families nationwide. “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. 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.”
Daren Boys, Protection Distribution Director at Aviva, added: “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. 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.”
With Aviva and Tesco joining forces, the partnership is positioned to make life insurance more accessible and relevant for UK households, helping families protect what matters most while integrating cover into the everyday shopping and loyalty experience.
