Working with Aviva
Aviva is one of the UK's largest and most established insurers, with roots going back over 300 years. It offers a broad range of protection products for business owners, backed by the scale and financial strength of a FTSE 100 company. Its relevant life and key person plans are widely used across the intermediary market.
Claims performance
In 2025 Aviva paid £1.31bn across 51,222 individual protection claims, paying 96.9% of the claims it received. Life cover had the highest payout rate at 98.7%. Where claims weren't paid, the main reasons were inaccurate information at application or the condition not meeting the policy definition.
98.7%
Life claims paid
40,277 life and terminal illness claims paid in 2025, totalling £860m. Only 1.3% were declined, most often because of misrepresentation at application. Cancer was the most common cause of claim.
96.9%
All protection claims paid
Across life, critical illness and income protection, Aviva paid 51,222 claims worth £1.31bn in 2025, around £3.6m every day.
90%
Income protection claims paid
4,154 income protection claims paid in 2025, totalling £63.5m. The average claim ran for over six years. Musculoskeletal and mental health conditions were the most common causes, and 84% of customers given early support returned to or stayed in work.
Defaqto Rating – 5★
One of the UK's most established insurers, with over 325 years' history and more than 25 million customers across the UK, Ireland and Canada. For business owners, Aviva offers Relevant Life Insurance and Business Life Insurance Options for key person, shareholder and business loan cover. Both come with its Business Protection Promise, which provides up to £1 million of free life cover while an application is assessed, and let cover be increased without further medical questions as circumstances or the business change. Life cover premiums are guaranteed for the full term.
Awards & recognition
In 2025 Aviva paid £1.31bn across 51,222 individual protection claims, paying 96.9% of the claims it received. Life cover had the highest payout rate at 98.7%. Where claims weren't paid, the main reasons were inaccurate information at application or the condition not meeting the policy definition.
Sample award 1
Customer Champion of the Year
Sample award 2
- Commercial Lines Insurer of the Year
- Personal Lines Insurer of the Year
- Excellence in Fraud Mitigation
- Excellence in Underwriting
Sample award 3
Ethical Accreditation
Sample award 4
Based on 61,000 reviews
Sample award 1
Customer Champion of the Year
Sample award 2
- Commercial Lines Insurer of the Year
- Personal Lines Insurer of the Year
- Excellence in Fraud Mitigation
- Excellence in Underwriting
Value added benefits
[PLACEHOLDER — value-added benefits copy not yet written. Needs real per-insurer benefit details.]
Aviva technical guides
Read our collection of insights and blogs to find out what other business owners and the industry is doing.
Frequently asked questions
If you own your own business, the right cover can protect the people and profits that depend on you. Browse the common questions below — and if you still need a hand, talk to our team.
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