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Aviva Showcase Page

Adviser website –

New Business: 0800 056 5499 (Monday to Friday: 8:30am – 5:30pm)

Email: [email protected]

Pre-Underwriting: 0800 533 5192 (Monday to Friday: 9:00am – 1:00pm)

Claims: 0800 015 1142 or 0800 158 3105 (Income Protection only)

Agency and commission: 0800 015 0967 Monday to Friday: 9:00am – 5:00pm

Protection Guru has worked with Aviva to create a concise objective analysis of their product range.

Aviva in their own words

With over 300 years’ experience, a consistent claims record and a menu proposition that can be customised to help meet your clients needs, Aviva is a protection provider that works with advisers to help you achieve the best results possible for you and your clients.

We all live and breathe protection, which is why we provide you with the right tools and materials to help do your job. What’s more, over the last couple of years we have listened to your feedback and adapted our proposition to offer simpler products, easier to understand propositions and complementary support services that offer extra value for your customers.

Our claims record is proof that we are there for customers when they need us, with over £1bn paid to over £50,000 customers and their families’ based on our 2020 claims.  As well as this we have introduced a number of initiatives to support customers during this often-difficult time

Aviva’s menu proposition

The protection needs of a client can be simple or complex depending on their personal situation. For many, one type of benefit is unlikely to be enough to protect their financial livelihood and a range of plans might be required to help cover things such as their income, their home and their family. Aviva’s menu proposition provides a range of options for clients which can be bundled into one package and as such only require underwriting once. 

Roll your mouse over or touch to expand


Life Insurance+


Critical Illness+


Income Protection+


Fracture Cover


Global Treatment


Aviva DigiCare+

Simple and low cost options

For clients where budget is a factor, Aviva provide low cost options for both life and income protection. These are simpler products designed to provide core cover for specific needs. 

Living Costs Protection

Living Costs Protection provides a one year benefit term that helps enable clients to protect their key expenditure without the need to worry about their income at point of claim. As long as the client is working at least 16 hours per week immediately before incapacity, Aviva will pay a fixed monthly amount between £500 and £1,500 for an eligible claim regardless of the clients level of earnings.

Simple Life Insurance

For eligible clients, Simple Life Insurance provides a quick, easy and affordable way to get an instant decision on life cover. The policy does not offer all the bells and whistles of Aviva’s full Life Insurance+ policy, but does provide access to estate administration through MyDigiExecutor, advanced funeral payments, grief counselling for children as well as Get Active Gym discounts. 

Aviva Digicare+

Aviva DigiCare+ provides consumers with both a range of health and lifestyle benefits and treatment options all accessible within one app that can be downloaded onto their mobile device. The range of services include:

  • Annual Health Check
  • Nutritional support
  • Mental Health support
  • Second Medical Opinion
  • Gym Discounts
  • Nurse helpine
  • Physiotherapy (for income protection+ customers)
  • Child Bereavement Counselling
  • Estate Administration
  • First Aid Training Discounts.

Global treatment

Click the image and play the video below, to find out more about Aviva’s Global Treatment benefit.

Tools to help support the sale of protection

Tools to support you in every step of the protection journey

To help advisers when selling protection, Aviva have put together a simple to follow step by step guide on how to introduce protection to clients with links through to other supporting information, presentations and guides which highlight the various aspects of protection plans and the benefits.

Aviva have also created a video which advisers can share with clients in advance of your first meeting to help prepare them for the upcoming discussions.

To download the guide click here

2022 Claims Statistics

Aviva have a strong claims record that can be seen within their annual claims report. They are also continually gaining feedback from claimants and looking for new ways to make the claims process easier and less stressful for clients such as their project teddy initiative and fast tracked funeral payments.

Life Protection (inc. terminal illness)
Critical Illness (inc. children’s benefit and TPD)
Income Protection
Percentage of claims paid
Total value of claims paid
Number of families supported
Average Payment
Average length of claim
6 years 3 months

*Aviva data for Life insurance claims in 2022 includes a book of Over 50s and Whole of Life policies.

2023 Claims Report

Project Teddy

Click or touch an image to read more

Claim stories

Relevant insights from Protection Guru

The areas we would like to see Aviva improve

  • Offering such a wide range of options and add-ons can make selecting the cover more complicated and in some cases expensive
  • Access to GP’s is limited to 3 sessions per annum and costs £34 per annum
  • Physiotherapy is only offered where the client has Income Protection+

Protection Guru has worked with Aviva to create a concise objective analysis of their product range. Aviva have had input to the design of this page and contributed to the cost of the construction and maintenance, however Protection Guru have maintained editorial control over the content to ensure objectivity.

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