This is an information page, not a recommendation. The right insurer depends on your circumstances and underwriting. Product details change over time, so always verify with Aviva or an adviser before relying on any detail.
About Aviva
Aviva is one of the UK's largest insurers and provides individual protection products such as life insurance, critical illness cover and income protection to UK customers. Its history stretches back to the Hand in Hand Fire & Life Insurance Society established in London in 1696, with the present-day group formed through the merger of Norwich Union and CGU and renamed Aviva in 2002.
Aviva's individual protection range is sold both directly and through financial advisers and brokers. Cover can typically be arranged on a single or joint-life basis, with options such as terminal illness cover and children's cover included or available depending on the product.
As with all UK protection providers, the cover Aviva can offer an individual, the terms applied and the premium charged depend on the answers given during the application and the insurer's underwriting decision.
Protection products in the UK
- Life insurance (level, decreasing and family income options)
- Critical illness cover (standalone or combined with life cover)
- Income protection
Published claims statistics
These figures are published by the insurer or a reputable source and describe its overall claims experience in a given year. They are not a guarantee of how any individual claim will be assessed.
Aviva paid more than £1.3 billion across 51,222 individual protection claims, accepting 96.9% of claims
Source: Aviva paid nearly £2 billion in protection claims in 2025 (Aviva newsroom)Good to know
- Eligible Aviva protection policies include access to Aviva DigiCare+, a health and wellbeing app offering services such as a digital GP and an annual health check at no extra cost.
- Claims statistics describe the insurer's overall experience in a given year and are not a guarantee of how any individual claim will be assessed.
- Product features and availability change over time, so always check the current policy documents before relying on any detail.
How GoInsureMe fits in
GoInsureMe is a whole-of-market broker. We compare Aviva against other insurers on our panel and recommend cover based on your individual circumstances. We are not tied to Aviva and do not earn more for placing you with one insurer over another.
The cheapest or best-known insurer is not automatically the right one for you. Your health, age, occupation, family and budget all affect which insurer will offer suitable terms, and which questions you may be asked during the application.
Compare your options
See how Aviva compares for you
A free callback can help you compare suitable cover across the market, based on your health, budget and cover goals.
Important
This page is for information only and is not a recommendation or financial advice. GoInsureMe is not affiliated with or endorsed by Aviva. Product details, support services and claims statistics change over time and may differ for your policy. Always verify the current details with Aviva or speak to a regulated adviser before making a decision. GoInsureMe is a trading style of Pure Protection Ltd, authorised and regulated by the Financial Conduct Authority.