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Aviva Reviews

Aviva policyholders get access to MyAviva, an online area where they can view policy documents and get exclusive discounts.

9.0 /10
Based on 55431 reviews
#3 of 10 life insurers
  • Sentiment Score: 6.2/10
  • 55431 reviews found on websites such as TrustPilot

Price Band

£ £ £ £ £

Good for

  • Rated 5 stars by Defaqto
  • Rated 4.6/5 by Trustpilot
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84% of consumers read reviews before purchasing
*Based on an independent survey of 1000 people by Compare By Review
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  • All (5),
  • Claims (1),
  • Service (3),
  • Sales (1),
  • Renewal (0)
Cover Purchased
i Reviewed without invitation
Reviewed the Claims experience on 7 Sep 2023

Terrible Service

My mum passed away and the information aviva needed was sent then we got a form back to fill in which we had to go to a lawyer to do that..3 months later the claim still isn't resolved. My dad is a p…
  • Recieved a response over 5 days after their claim was submitted
  • Claim is still unresolved
  • Was neither happy or unhappy with their experience when they spoke to someone
Andrew Clatworthy
Cover Purchased
i Reviewed without invitation
Reviewed the Sales experience on 31 Dec 2020

Easy & Good Value

Best price on the market , very easy to complete

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Quotes our team received

Life Insurance Pricing Image One


Decreasing term cover quote for £150,000

Life Insurance Quote

Per Month

Minimum Cover Limit


Maximum Cover Limit

Life Insurance Pricing Image Two


Includes £37,500 critical illness cover

With Critical Illness Cover

Per Month

Minimum Cover Limit


Maximum Cover Limit


What does Aviva life insurance cover?

Aviva life insurance policies offer the following cover:
  • Lump sum payment – choose up to £5 million worth of cover and Aviva will pay out the full amount following a successful claim.
  • Protection if you die – Aviva will pay out a lump sum to your loved ones if you pass away during the policy term.
  • Flexible length of cover – choose the length of cover that best suits your needs, from short-term cover to 50 years, or until you reach the age of 90.
  • A separation benefit – if you separate from your partner, your joint life insurance policy can be split into two single policies. 
  • Terminal illness – Aviva will pay out a lump sum early if you’re diagnosed with a terminal illness that meets their definition and you’re not expected to live longer than 12 months. Once Aviva has made the payment, your policy will come to an end and no further claims will be paid.
  • House purchase cover – if you’re taking out life insurance to coincide with a new home purchase, Aviva will give you 90 days free life insurance. The free cover begins when Aviva has accepted your application and you’ve exchanged contracts or completed missives, provided you’ve given Aviva a future start date that coincides with the completion of your house purchase.

What’s not covered? 

Aviva can’t payout for all circumstances. Exclusions include:
  • Not paying your premiums – if you stop paying, you won’t be able to make a claim.
  • No cash-in value  your Aviva life insurance policy has no cash in value at any time.
  • Death outside the policy term – once your policy term comes to an end, your cover will stop and your loved ones won’t be able to make a claim when you die.
  • Suicide and self-inflicted injuries in the first year – you won’t be covered if you die in the first 12 months of the policy as a result of suicide or intentional, self-inflicted injury. 

Why choose Aviva life insurance? 

  • Aviva is the largest UK insurer with 15 million UK customers. 
  • They’ve been protecting people for over 300 years. 
  • They paid out 98.6% of life insurance claims in 2019, helping 16,000 families with payouts totalling £582 million.
  • They’re a United Nations Momentum for Change award-winner for reducing their environmental impact and for inspiring action on climate change.
  • Their life insurance policies come with access to health and wellbeing services through the Aviva DigiCare+ smartphone app. 

Frequently asked Questions

FAQ Icon

Aviva paid out 98.9% of life insurance claims in 2018.

Aviva offers two levels of cover, Level Term and Decreasing Term which provide generous financial cover to help keep your family financially secure, in the event of your death.

Yes, Aviva provides free 12-month life insurance cover for parents of children under four. Parents must be aged 18 - 66 and payment will cover up to £15,000 as standard if you pass away.

Anyone can apply for life insurance, provided they are a UK resident aged between 18 and 70, excluding those in the Armed Forces (including reserves).

Yes, you’ll need to answer a few simple health questions before you purchase a policy. You will need to answer these questions accurately and honestly to prevent your cover being revoked or refused payout upon your death.

Yes, cover for terminal illness is included under Aviva’s critical illness benefit. If you are diagnosed with a terminal illness and are expected to die within 10 days, Aviva will pay out the full amount stated in your policy documents, without terminating your cover if you have other members on the policy.

Life Insurance Guides

Check out our insurance guides for more information