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Aviva Life Insurance Reviews

If you have been thinking about buying life insurance, it is very likely that you have come across the name Aviva. Aviva is one of the most common names in life insurance and general insurance in the United Kingdom, with more than 18 million customers across the country.

Aviva is consistently named one of the biggest insurers in the country and one of the top 3 life insurance providers. They are a very popular option with UK customers, due to their highly trusted reputation and the range of brilliant benefits they can offer to their customers.

Here is our independent insurance provider review for Aviva life insurance where we look at how Aviva work and what they offer to UK customers. Our aim is to give you all the useful information you need to help you work out if they are the best choice for your life insurance policy.

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60-Second Summary – Aviva life insurance

Aviva is one of the UK’s biggest and best known life insurance providers with millions of customers across the country. They offer a range of flexible policies and some great extra benefits for their customers.

  • Aviva has won countless awards for their life insurance policies including Money Marketing Awards Best Protection Provider. They also have more than 300 years of expertise making them one of the longest running insurance providers in the UK.
  • Aviva offers several top quality life insurance options to their customers, along with extra benefits like FREE parent life cover, accelerated surgery cover (critical illness cover) and a recently announced cost of living support scheme.
  • If you want to find out more about Aviva life insurance and how it works, you can get FREE and friendly advice from an expert life insurance specialist.

Aviva life insurance awards

Aviva has consistently been a front runner in the industry when it comes to life insurance in the UK. They have a long history of awards, including:

Money Marketing Awards 2021 – Best Protection Provider

The British Insurance Awards 2021 – The Risk and Resilience Award

FT Adviser Financial Adviser Service Awards 2022 – Most Improved Pensions & Protection Provider Award

Why choose Aviva life insurance?

Aviva life insurance is consistently one of the top 3 life insurance providers in the United Kingdom. It has been responsible for some ground breaking TV advertising campaigns. The aim of these adverts was help raise awareness amongst parents without proper protection for their children.

One of the core values for Aviva life insurance is to provide cover to parents around the country. They also work hard to help to raise awareness for life insurance. Nothing proves this more than the £15,000 free parent cover that it offers to parents. You are eligible for this cover if you are a parent with children under 4 years of age.

Aviva also offers a comprehensive range of family and business protection products. This range includes a market leading health insurance policy and group life insurance (group protection).

Some of the additional benefits that Aviva life insurance offers to policy holders includes:

  • Terminal illness cover
  • Free cover for homebuyers
  • Separation options
  • Accelerated surgery benefit
  • Children’s critical illness insurance benefit

Aviva life insurance policy summary

Type of CoverTerm Life Insurance (Life Insurance+)  
Cover optionsLevel Term Life Insurance (Family Life Insurance)
Decreasing Term Life Insurance (Mortgage Life Insurance)
Family Income Benefit
Increasing Life Insurance (index linked)
Relevant Life Insurance (Business Protection)
Key Person Life Insurance (Business Protection)
Cover optionsSingle life (individual life insurance)
Joint life (first death) *pays out on first event
Terminal illness benefitAviva term life insurance automatically includes Terminal illness cover which pays out on diagnosis of a terminal illness (with a life expectancy below 12 months)
Increasing life insurance option (Indexation)Increasing life insurance (indexation option) is available on all Aviva level term life insurance policies. It will track the Retail Price Index (RPI) up to a maximum of 10% per year. Your premiums will increase at a rate of 1.5 times RPI to a maximum of 15%.
Waiver of PremiumWaiver of premium can also be added to any Aviva term life insurance policy. This benefit pays your monthly premiums if you’re unable to work due to accident or sickness.
Term optionsMinimum term – 1 year
Maximum term – 50 years
Age limitsMinimum age at entry – 17 years
Maximum age at entry – 77 years
Maximum age at end of policy term – 90 years
Maximum benefit£5 million
Exclusions (Term Life Insurance)Aviva term life insurance excludes suicidal death in the first 12 months from the policy start date.
Terminal illness benefit claims that do not meet the policy terms and conditions and life expectancy is more than 12 months.

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Aviva critical illness insurance policy summary

A critical illness insurance policy pays out a lump sum if you are diagnosed with a serious illness. The illness must be covered under your policy terms & conditions. The table below shows policy summary and details for Aviva critical illness insurance cover.

Type of CoverCritical Illness Insurance (Critical illness+)  
Cover optionsLevel Term Critical Illness Insurance (Family Protection)
Decreasing Term Critical Illness Insurance (Mortgage Protection)
Family Income Benefit
Increasing Critical Illness Insurance (index linked)
Relevant Life Critical Illness Insurance (Business Protection)*
Key Person Critical Illness Insurance (Business Protection)
Coverage optionsSingle life (individual life insurance)
Joint life (first death) *pays out on first event
Conditions covered (Core)Aviva critical illness insurance offers protection for diagnosis of 53 core conditions (*including cancer, heart attack and stroke)  

42 conditions pay out 100% of the cover amount  
11 conditions pay out 20% or £20,000 (whichever is the lower amount)  
Low grade prostate cancer or breast cancer pay out 25% of the cover amount or £25,000 (whichever is lower)
Conditions covered (Upgraded)Upgraded critical illness insurance is available at extra cost to cover 26 additional conditions, including:  
Lower grade or less advanced cancers
Brain and central nervous system
Heart and circulation system
Organs and auto immune disorders
Visual loss
 
Covers up to £30,000 or 100% of the cover amount.
Children’s Critical Illness Cover (Core)Included as standard with any Aviva critical illness insurance policy.  
Covers 32 critical illnesses (see policy details)  
Pays out up to £25,000 or 50% of cover amount (whichever is lower)
Children’s Critical Illness Cover (Enhanced)Aviva’s upgraded children’s critical illness insurance is available at an extra cost to core cover.  
11 additional children’s critical illness conditions covered  
Extra Care Cover for an extra 12 conditions  
Pays out £25,000 and for Extra Care Cover pays out up to £50,000 plus £5,000 from 24 weeks of pregnancy
Premium typeGuaranteed (fixed)
Term optionsMinimum term – 5 years
Maximum term – 50 years
Age limitsMinimum age at entry – 18 years
Maximum age at entry – 64 years
Maximum age at end of policy term – 80 years
Maximum benefit£1 million
Exclusions (Term Life Insurance)No payment will be made if a policy holder is diagnosed with a serious illness that is not covered. The conditions you are covered for will be set out in your policy documents.
Pay out will not be sent if you die within 2 weeks of diagnosis.

Key Facts document: Aviva – Critical Illness Plan Policy Summary

Aviva life insurance contact details

You can find Aviva life insurance contact details on aviva.co.uk for customer services, claims and complaints, see below.

Aviva contact link: Aviva – Contact Us (Life Insurance)

Aviva life insurance Customer Service

Telephone – 0800 285 1098 or +44 1603 603 479 (overseas)

Email enquiriesAviva – Life Cover email enquiries

Opening times – Monday to Friday 8:00am – 6:00pm (closed weekends and Bank Holidays)

Aviva life insurance address (postal enquiries)

Aviva PLC Head Office,
St Helen’s,
1 Undershaft,
London,
EC3P 3DQ

If you need to make a complaint to Aviva life insurance then you can follow their complaints procedure. Details of their complaints process can be found on aviva.co.uk.

Aviva life insurance complaint formAviva – Contact Us (Complaint form)

You could be unsatisfied with the outcome of your complaint or if you feel that you have been treated unfairly. You can then choose to escalate your complaint to the Financial Ombudsman Service (FOS).

Financial Ombudsman Service

The Financial Ombudsman Service (FOS) is an impartial and free service for financial services customers in the UK. This service can be used to settle any disputes between Aviva life insurance and its customers in the United Kingdom. The FOS may feel that you have suffered financial loss as a result of your life insurance. If so then they could rule for you to receive financial compensation.

Financial Ombudsman Service Logo

Making a complaint to the Financial Ombudsman Service

The Financial Ombudsman Service (FOS) is an impartial and free service for financial services customers in the UK. This service can be used to settle any disputes between life insurance companies and their customers in the United Kingdom. If they feel that you have suffered any financial loss as a result of your life insurance policy, then they may rule for compensation to be awarded.

Telephone – 0800 023 4567 (or 0300 123 9123)

Telephone (outside the UK) – 0207 964 0500

Emailcomplaint.info@financial-ombudsman.org.uk

Aviva is one of a handful of life insurance providers that offers group life insurance policies or death in service schemes. Aviva group life insurance is a business protection policy. It is designed to provide a business’s employees with a death in service benefit as part of its employment package.

There are several advantages for employers that offer a group life insurance benefit.

  • Tax deductible scheme for businesses in the UK under current tax laws
  • Employee benefits to attract new employees and stand out from other employers
  • Provide a valuable benefit to your staff and their loved ones
  • Limited or no medical underwriting

There are also several employee benefits to Aviva group life insurance coverage.

  • Access to wellbeing services and benefits
  • Financial planning support for your family if you die
  • Tax-free lump sum payable on death
  • Dependant pension option for your spouse, partner and your children

About Aviva whole of life insurance

Aviva whole of life insurance (or whole of life assurance) is specifically designed for inheritance tax purposes or legacy planning. It pays out a guaranteed lump sum in the event of your death, whenever that might be.

Reasons for whole of life insurance:

Type of CoverWhole of life insurance  
Cover typesLevel cover Increasing cover (see indexation option)
Premium typeGuaranteed
Coverage optionsSingle life (individual life insurance)
Joint life (first death) Joint life (second death)
Increasing life insurance option (Indexation)There are 3 main indexation options for Aviva whole of life insurance. This increases your cover in line with the Retail Price Index (RPI). You could also have your cover increase by a fixed percentage of 3% or 5%. In this situation, the premiums will increase by a higher rate than the cover amount.
Waiver of PremiumWaiver of premium can also be added to any Aviva term life insurance policy which pays your monthly premiums if you’re unable to work due to accident or sickness.
Age limitsMinimum age at entry – 18 years
Maximum age at entry – 79 years
ExclusionsWhole of life insurance excludes suicidal death in the first 12 months from the policy start date

All new and existing Aviva life insurance policy holders can place their policy in to trust as a free benefit.

Benefits of an Aviva life insurance trust deed

  • Costs less than a Will (free)
  • Express your wishes on your life insurance pay out
  • Avoid probate process and time delays
  • Helps to avoid Inheritance Tax (IHT)

Types of Aviva life insurance trusts

  • Aviva Discretionary Gift Trust: This can be used for single or joint life policies. It is flexible so allows you to make changes over time.
  • Aviva Survivor Trust: This can be used for joint life policies (except critical illness insurance). Used for if one of the policy holders wants to receive a pay out after their spouse or partner dies.

It’s never good to have to make a claim on a life insurance policy, and can be very upsetting. It is the job of Aviva to ensure that your claim is dealt with properly and with compassion.

Aviva life insurance claims team will talk you through the claims process for both life insurance and critical illness insurance. Should you require assistance then an adviser will provide you with support throughout your claim.

Here is some useful information that you should know if you need to contact Aviva life insurance claims department.

How to make a claim with Aviva life insurance

In the event you need to make a claim, you will need to contact the Aviva claims department to begin with. Before contacting Aviva claims, you should ideally gather the following information. This is to help make the process as quick as possible.

You can make a claim on an Aviva life insurance policy by phone or online using the details below.

Information required (if possible):

  • Name of the deceased
  • Relationship to the deceased
  • Cause of death
  • Policy number (if available)
  • Best contact number and email address

Aviva life insurance claims contact details

Telephone – 0800 015 1142

Telephone (from overseas) – +44 1603 603 277

OnlineAviva – Online Life Insurance Claims

Opening hours – Monday to Friday 8.00am – 6.00pm (closed weekends and Bank Holidays)

Aviva life insurance claims statistics for 2021

Below are the key claims statistics for Aviva life insurance published for 2021.

Aviva Life Insurance claims 2021

  • 49,954 customers paid out
  • £1,094,919,735 paid out in life insurance claims
  • 99.4% of all claims paid (individual protection)
  • Over 53k families Aviva life insurance pay outs
  • During the past 5 years Aviva has paid out £5 billion in insurance claims
  • Approximately £3 million paid out daily to individual protection customers

Aviva life insurance customers automatically receive several benefits at no additional cost as an Aviva policy holder.

Free benefits include:

Free Parent Life Cover – new parents with children under 4 years old are eligible to receive a free life policy. This cover is worth £15,000 for 12 months from start date. You can apply for this free benefit at any time up to your child’s fourth birthday. No bank details are required.

Free children’s critical illness insurance – included as a free benefit as standard with any Aviva critical illness insurance policy.

Terminal illness benefit – automatically included with any Aviva life insurance policy. This pays out the full benefit amount if the policy holder is diagnosed with a terminal illness. Prognosis must be less than 12 months left to live for a valid claim.

Aviva DigiCare+ – free access to a smartphone app which provides 24/7 access to medical and health professionals. Provides member health, medical, nutritional and mental health support services or consultations.

Accelerated Surgery Cover – for Aviva critical illness insurance customers diagnosed with a serious illness and then on an NHS waiting list.

Separation Benefit – provides flexibility to split a joint life insurance policy in the event that the policy holders separate or divorce. Policy can be split in to two or one single life insurance policies.

Life Change Benefit (Guaranteed Insurability Option) – allows you to adjust your cover amount throughout the term of your policy. Cover can be increased for events such as marriage, childbirth and remortgaging (only when accepted at standard rates).

Cost of living support scheme – available for existing Aviva customers. Allows you to temporarily reduce your cover to cut costs. You have the option to buy the previous level of cover back when paying your premiums is more affordable.

Find out more – Aviva launch cost of living support scheme

Optional benefits with Aviva life insurance

There are also a number of optional benefits that can be added to your Aviva life insurance policy. These are available at an additional cost.

Waiver of Premium – can be added at a small additional fee on top of your monthly life insurance premiums. This benefit works to cover your life insurance payments if you can’t work due to accident or sickness. Life insurance premiums will continue to be paid until you are able to return to work.

Fracture Cover Benefit – provides additional cover which pays out a single lump sum of £6,000 for broken bones and fractures. Can be added to any Life Insurance+ and Critical illness+ policies.

Extra Care Cover – additional benefit that pays out an extra £50,000 for a serious illness diagnosis. The long-term prognosis has to be ‘life changing’ to qualify for a payment. Can be added to any Life Insurance+ and Critical illness+ policies.

Five Stars

Rated "Excellent" 5 out of 5

"This company went above & beyond to get me cover even though I have MS, I am very happy I managed to get cover, Amazing staff, Dean went above & beyond, I highly rate this company."

by Elizabeth Turner-Long - 9th August 2023

It is possible to cancel your Aviva life insurance policy at any time without charges or any penalty.

There are lots of reasons why someone might want to cancel their life insurance policy. This could be to switch to another deal or that it’s no longer affordable.

There are a couple of ways to cancel your Aviva life insurance policy, such as:

  • Cancel your direct debit with your bank or building society
  • Contact Aviva directly to cancel your cover by phone or post

Address:

Aviva Life,
Norwich BCC,
PO Box 520,
Norwich,
NR1 3WG

Telephone – 0800 285 1098

You have a cooling off period of 30 days when you buy a new Aviva life insurance policy. Your cooling off period starts from the date that your cover begins. Premiums will be refunded if you cancel your cover within the first 30 days.

How much does Aviva life insurance cost?

Any life insurance premiums are calculated based on a number of standard values, which include:

  • Your age
  • Amount of cover
  • Type of cover
  • Term of policy
  • Smoker
  • Your health / medical history

Aviva life insurance might be competitive for some people but are not always the cheapest compared to other insurers. You should also consider whether you want to take out cover with Aviva and the value added benefits that are offered.

Below are some examples of Aviva life insurance premiums and how they compare.

Compare Aviva life insurance – £200,000 for 25 years (non-smoker)

AgeAviva premiumsLowest premiumsHighest premiums
30 year old (non-smoker)£7.28£7.06£9.52
40 year old (non-smoker)£15.09£13.43£17.29
50 year old (non-smoker)£42.06£34.32£43.62

Compare Aviva life insurance – £200,000 for 25 years (smoker)

AgeAviva premiumsLowest premiumsHighest premiums
30 year old (smoker)£13.12£11.95£15.97
40 year old (smoker)£32.67£29.52£40.13
50 year old (smoker)£84.21£103.00£126.84

Aviva life insurance reviews

As with most insurance companies these days, Aviva life insurance uses Trust Pilot to gather customer reviews and feedback. You can view their latest scores and read reviews by following the links below.

Trust Pilot score (Aviva life insurance) – 4.3 out of 5.0 stars (at 20.04.23)

Trust Pilot – Aviva UK

You can buy Aviva life insurance policies from a broker or independent advisor. It can be helpful to speak to an expert that provides free advice and recommendations. You can also choose to buy Aviva life insurance direct from them without advice. They will however not be able to give you comparable quotes from other providers.

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