Aviva is set to launch a new home insurance quoting tool within the ChatGPT platform, marking its first collaboration with OpenAI and signalling a step forward in AI-enabled insurance distribution.
The application, expected to go live in the coming weeks, will allow users to obtain quotes for Aviva’s Signature home insurance product through a conversational interface. Customers will be guided through a series of underwriting questions, including personal details, property information, and coverage preferences, before receiving a quote within minutes.
If customers choose to proceed, they will be redirected to Aviva’s website to complete the purchase, including selecting policy limits and reviewing documentation. The final transaction therefore remains within Aviva’s existing digital channels.
The move reflects a broader shift in how insurers are exploring AI platforms as new distribution channels. By integrating with ChatGPT, Aviva is testing how conversational interfaces can support customer acquisition and reshape early-stage insurance journeys.
Initially, the tool will focus on direct-to-consumer home insurance and is not expected to affect broker-distributed products. However, Aviva has said it will monitor customer engagement closely before considering expansion into other lines of business.
The launch comes amid wider industry experimentation, with firms such as Allianz and AXA investing in generative AI across underwriting, claims, and customer service. Spanish digital insurer Tuio has also introduced a similar AI-powered quoting experience within ChatGPT.
Despite growing momentum, the use of AI in insurance distribution continues to raise regulatory and operational questions, particularly around compliance, customer understanding, and the distinction between information and regulated advice.
For now, Aviva’s approach represents a cautious entry into AI-led distribution, combining conversational engagement with traditional digital fulfilment while assessing whether AI platforms can become a scalable channel in the wider insurance ecosystem.
