Aviva is a leading savings, retirement and insurance business based in the UK, Ireland and Canada. We’ve been helping our customers for 325 years and currently have over 15 million customers in the UK, over 4 million of whom are protection customers.
Our heritage, flexible product range and claims record all combine to help us live and breathe our purpose and be there for our protection customers when they need us most.

In 2020 we launched our award-winning Aviva DigiCare+ proposition, an app offering a range of health and wellbeing benefits from third party providers at no extra cost with an eligible protection policy. Visit the Aviva DigiCare+ hub for full details.
Partnering with Macmillan Cancer Support, we can help speed up individual protection claims payments for some critical illness customers who have a cancer diagnosis. 
Claims are the heart of our business and in 2021 we were proud to pay out 98% of individual protection claims. That’s £1.1 billion, equating to an average of £3m every day. Visit our claims hub to find out more.

Flexible protection to meet your clients’ needs. It takes Aviva. 




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Our online platform, Aviva Life Protection Solutions (ALPS) provides a seamless quote and application journey for both adviser and client, giving you the ability to place policies in trust immediately, online and completely signature-free.

With online business tracking and a high straight through process rate, we continue to look for ways to improve based on user feedback.

Full details can be found on http://www.aviva-for-advisers.co.uk/adviser/site/public/products/protection or by contacting your usual Aviva account manager.



Lifetime mortgages from Aviva - Our lending criteria

Postcode enhancements - Your client can qualify for a better interest rate or higher LTV through our unique postcode pricing.


  • Aviva Life Insurance+
  • Aviva Critical Illness+ 
  • Aviva Whole of Life Insurance+
  • Aviva Income Protection+
  • Aviva Living Costs Protection
  • Aviva Simple Life Insurance
  • Aviva Relevant Life Insurance
  • Aviva Business Life Insurance Options
  • Global Treatment (optional benefit at an additional premium)
  • Fracture Cover (optional benefit at an additional premium)
  • Extra Care Cover (optional benefit at an additional premium)

Products we offer (with description)

Life Insurance+ comprehensive life cover with the flexibility of adding critical illness cover

Critical Illness+ Standalone critical illness cover with a range of benefits and options

Whole of Life Insurance+ Cover that helps protect your client’s estate planning and guarantees a lump sum when your client dies

Income Protection+ Helps protect your client against loss of income due to illness or injury with extra benefits designed to get your client back to work

Living Costs Protection Straightforward cover that helps pay for your client’s essentials when they find themselves unable to work due to illness or injury.

Simple Life Insurance Clear eligibility criteria, instant decisions and no need for medical evidence as standard. Value for money protection to help cover the essentials.

Find out more about these products.

TOP USPs / reasons to recommend

  • We paid out 98% of individual protection claims in 2021 through our award-winning claims management team.
  • We offer a range of flexible product options to help meet your clients’ needs.
  • Our award-winning Aviva DigiCare+ proposition is available with eligible protection products at no extra cost, offering a range of health and wellbeing support from third party providers through a smartphone app. Visit the Aviva DigiCare+ hub for details.
  • Proud to be awarded Best Protection Provider at the 2021 Money Marketing Awards.
  • Partnership with Macmillan Cancer Support to help speed up critical illness claims for customers with a cancer diagnosis.
  • We’re the first global insurer to be operationally carbon neutral and have committed to being a net zero company by 2040.

Key protection tools and sales aids

Visit the Document Library for the full range of Aviva Protection documents.


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