Comprehensive review of Aviva's life insurance policies. As one of the UK's largest insurers with 325+ years of experience and an A+ financial strength rating, find out if Aviva offers the right life insurance coverage for you with policies from £3.50 a month.
By: Rosie Ritchie Protection Expert Updated: 4th January 2026
Compare Life Insurance Quotes »Yes, Aviva is one of the UK's most established and reliable life insurance providers. With over 325 years of experience, they're one of the largest insurers in the country, serving millions of customers.
Key strengths:
However, Aviva isn't always the cheapest option. We recommend comparing Aviva with other providers to ensure you're getting the best value for your needs.
By the end of this review, you'll understand whether Aviva is the right insurer for your life insurance needs.
Pros:
Cons:
Overall: Aviva is a solid, reliable choice for life insurance. While they may not always offer the lowest premiums, their financial strength and claims record provide peace of mind. Always compare quotes from multiple insurers to ensure best value.
Aviva is one of the UK's largest insurance companies, with a history dating back to 1696. The company was formed through the merger of Norwich Union and CGU in 2000, bringing together centuries of insurance expertise.
Company facts:
Aviva's long history and strong financial position make them a trusted choice for life insurance protection. They're particularly known for their comprehensive policy options and strong claims service.
How much Aviva life insurance do you need? Calculate your ideal cover amount by filling in the costs you'd like your policy to cover.
The amount of life insurance you need depends on your financial obligations and what you want to provide for your loved ones. A common rule of thumb is to have cover worth 10 times your annual salary, though your individual circumstances may require more or less.
Consider the following when calculating your life insurance needs:
For example, if you have a £200,000 mortgage, earn £40,000 per year, and want to provide 10 years of income replacement, you might need around £600,000 of cover (£200,000 + (£40,000 × 10)).
Use our free comparison tool to get personalised quotes from 50+ UK insurers, including Aviva Life Insurance, and find the right level of cover for your needs at the best available price.
Compare Life Insurance Quotes »Aviva is one of the UK's largest and most established life insurers, with over 325 years of experience. They offer comprehensive term life, whole of life, and over 50s policies. Aviva has an A+ financial strength rating from Standard & Poor's and a strong claims payout record (98%+ claims paid). They're a trusted choice for life insurance in the UK.
Aviva offers: Level term life insurance (fixed payout), Decreasing term (mortgage protection), Increasing term (inflation-linked), Family income benefit (regular payments), Whole of life insurance (lifetime cover), Over 50s life plan (guaranteed acceptance 50-80). They also offer critical illness cover and income protection as add-ons.
Aviva premiums are competitive but not always the cheapest. Example: 35-year-old non-smoker, £250,000 cover over 25 years might pay £12-18/month. Cost depends on: Age, health, smoking status, cover amount, policy term, type of cover. Always compare Aviva with other providers to ensure best value - premiums can vary 50%+ between insurers.
Aviva pays out over 98% of life insurance claims. In 2023, Aviva paid over £700 million in life insurance claims. Main reasons for declined claims: Non-disclosure of medical conditions during application, Policy lapsed due to non-payment, Death within exclusion period (suicide within first 12 months). Aviva's high payout ratio demonstrates reliability.
To claim on Aviva life insurance: 1. Contact Aviva claims team (0800 051 4815). 2. Provide death certificate, policy number, claimant ID. 3. Complete claim form. 4. Await assessment (typically 10-30 working days). 5. Funds paid directly to beneficiaries. Aviva aims to settle straightforward claims within 10 working days. Complex claims may take longer.
Buying through a broker (like LifePro) is often better: Brokers compare 50+ insurers (not just Aviva) to find best price, No extra cost (insurers pay broker commission), Expert advice on which policy suits your needs, Help with medical disclosures and applications, Support with claims if needed. Buying direct from Aviva means you only see their prices and miss potential savings elsewhere.
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