Aviva Life Insurance Review 2025

Aviva is one of the largest insurance companies in the UK, boasting over 15 million customers. The company’s history stretches back over 300 years to 1696. Today, Aviva offers a wide array of insurance products.

Aviva Key Facts

• Aviva provides several types of life insurance: level term, decreasing term, increasing term, family income benefit, over 50s, and whole of life.
• Terminal illness cover is automatically included with term policies.
• Critical illness cover can be added for an additional cost, covering 52 conditions.
• Policies include access to the Aviva DigiCare+ app, offering health and wellbeing services.
• Separation benefit allows a joint policy to be split in the event of divorce or separation.
• House purchase cover provides complimentary life insurance for up to 90 days when taking out a policy alongside a mortgage.
• Fracture cover and global treatment are available as paid optional extras.

Aviva Life Insurance Policy Summary

Aviva offers several types of life insurance policies:

• Level term life insurance: Pays out a fixed lump sum if you die within the policy term. Cover amounts up to £5 million are available, with term lengths from 1 to 50 years.
• Decreasing term life insurance: Designed to help pay off a repayment mortgage. The cover amount decreases over time, but premiums remain fixed. Cover up to £5 million is available. You can use a Decreasing term life insurance calculator to estimate your needs.
• Increasing term life insurance: The cover amount increases each year in line with inflation (CPI). Premiums also increase annually. This protects your payout from losing value over time.
• Family income benefit: Pays a monthly income instead of a lump sum if you die during the policy term. Income payments continue until the policy end date.
• Over 50s life insurance: Guaranteed acceptance cover whole of life cover for UK residents aged 50-80, with no medical information required. Premiums stop at age 90, but cover continues.
• Whole of life insurance: Pays out a lump sum whenever you die, rather than within a fixed term. Cover options include level or increasing.

All policies automatically include terminal illness cover, allowing you to claim the full payout early if diagnosed with less than 12 months to live.

Optional extras include critical illness, fracture cover, global treatment, waiver of premium, and total permanent disability. Separation benefit is automatically included, enabling you to split a joint policy in the event of divorce or separation without further underwriting.

Aviva Life Insurance Cost

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The cost of life insurance from Aviva depends on your personal circumstances and the cover you choose. Factors that affect the premium include:

• Your age
• Smoking status – premiums are typically higher for a smoker.
• Your health and medical history
• The cover amount
• The policy term
• The type of cover (level, decreasing, increasing)

To provide an indication of costs, here are sample quotes for £250,000 of level term cover over 20 years for a non-smoker in good health:

For the same £250,000 of cover, a smoker would pay significantly higher premiums:

It’s important to compare quotes from multiple insurers to find the most competitive price for the cover you need. An independent broker like Reassured or LifeSearch can quickly provide quotes from Aviva and other leading insurers to help you find the right policy at the lowest cost.

Aviva Decreasing Term Life Insurance

Decreasing term life insurance, also known as mortgage life insurance, is designed to help your loved ones pay off a repayment mortgage if you die. The cover amount reduces over the policy term, usually in line with the outstanding mortgage balance.

With an Aviva decreasing term policy:

• You can choose a cover amount up to £5 million.
• The policy can last between 1 and 50 years.
• Premiums are cheaper than level term cover because the risk to the insurer reduces over time.
• Terminal illness cover and separation benefit are included as standard.
• Critical illness cover can be added for an extra cost.

Here are some sample quotes for £250,000 of decreasing term cover over 20 years for a non-smoker in good health:

As you can see, premiums are cheaper than for the equivalent level term cover. This is because the payout your loved ones would receive decreases over the policy term. However, decreasing term cover may not be right for everyone. It’s important to consider whether level term life insurance may be more suitable for your needs.

Aviva Increasing Term Life Insurance

With increasing term life insurance, also known as index-linked life insurance, the cover amount increases each year in line with inflation. This helps protect the value of your payout from being eroded by the rising cost of living over time.

Under an Aviva increasing term policy:

• The cover amount increases each year in line with the Consumer Prices Index (CPI), up to a maximum of 10%.
• Premiums also increase by 1.5 times the rate of CPI, up to a maximum of 15% per year.
• You can opt out of the increase up to 3 times consecutively, after which the cover will remain fixed.
• If CPI does not increase, then both the cover and premiums will remain level.
• All other benefits are the same as level or decreasing term insurance.

Increasing term insurance premiums will initially be higher than level cover and increase steeply over time. However, this type of policy can provide peace of mind that your loved ones will receive the intended payout, protected from inflation.

Whether an increasing term policy is right for you will depend on your budget and your priorities regarding life insurance. It’s worth comparing quotes for all policy types to determine the most suitable and affordable cover.

Aviva Over 50 Life Insurance

Over 50 life insurance offers guaranteed acceptance cover for UK residents aged 50-80. There is no medical exam or health questionnaire to complete; acceptance is automatic. This can make over 50s plans a good option if you have pre-existing conditions that might make a traditional policy expensive or difficult to obtain.

Key features of Aviva over 50 life insurance:

• Guaranteed acceptance for 50-80 year olds, regardless of health or medical history.
• The payout amount is fixed (up to £25,000) and is paid as a lump sum upon death.
• Premiums are fixed for life and stop at age 90, but cover continues.
• There is no cash-in value at any time, and cover will cease if you stop paying premiums.
• It is only available as a single life policy (so no joint or critical illness options).

The maximum cover available is lower than with term insurance. The payout from an over 50s plan is typically used to help with funeral costs or to leave a small gift to loved ones. Alternatives like a funeral plan may be worth considering.

Premiums are based on your age and the cover amount. Higher cover levels mean higher premiums. For example, £10 per month would provide the following amounts of cover:

It’s important to note that, depending on how long you live, there is a chance you could pay more into the plan than it will pay out. Think carefully about whether an over 50s plan is the most suitable and affordable option for your needs.

Aviva Joint Life Insurance

Joint life insurance policies cover two lives simultaneously, usually a couple, under a single policy. It’s a cost-effective way for couples to obtain life cover, as it’s cheaper than paying for two individual policies.

Aviva offers joint policies on their level, decreasing, and increasing term life insurance. Both lives are covered, but the policy only pays out once—usually on the first death. After a claim is made, the policy ends, and the surviving partner would need to take out a new single policy if they still require cover.

Some key benefits of Aviva joint life policies:

• Can be up to 40% cheaper than the combined cost of two single policies.
• Both partners receive the same cover for a single monthly premium.
• The separation benefit allows the policy to be split into two single policies without answering further medical questions if you divorce or separate.
• A policy split can only be done for a limited time, and age restrictions apply.

Whether a joint or two single policies are better depends on your individual circumstances and budget. Two single policies provide two payouts and allow each partner to tailor their cover independently. However, joint policies are cheaper and may be more affordable.

Here are sample quotes showing the savings with an Aviva joint life policy versus two single policies. Quotes are for £150,000 of level term cover over 20 years for a couple in good health:

It’s worth comparing both options or speaking to an independent broker for advice on which route would be most cost-effective.

Aviva Critical Illness Cover

Critical illness cover pays out a tax-free lump sum if you are diagnosed with one of a set list of serious illnesses during the policy term. It can help relieve financial pressure if you are too ill to work, assisting with expenses like mortgage payments, household bills, and medical costs.

Aviva offers the option to add critical illness cover to a life insurance policy. It will pay out if you are diagnosed with one of 52 conditions they cover, such as cancer, heart attack, stroke, and multiple sclerosis. Once a claim is paid, the policy will end.

Children’s critical illness cover is automatically included for free, covering your children up to age 21 for 32 illnesses. It pays 50% of your cover amount, up to a maximum of £25,000.

Other key features of Aviva critical illness cover:

• Available to applicants aged 18-64.
• Cover available up to £1 million.
• Includes free £25,000 of children’s cover.
• Additional payment benefit provides some cover for less severe illnesses.
• Upgraded cover is available for an extra cost, covering more illnesses.

Adding critical illness cover will significantly increase the cost of life insurance. Here are sample quotes for £250,000 of level term life and critical illness cover over a 20-year term for a non-smoker:

As the likelihood of suffering a serious illness is much higher than dying young, critical illness cover premiums are expensive. However, many people value the protection it can provide as a financial safety net if you were to become seriously unwell.

Whether adding critical illness cover is worthwhile depends on your individual needs, circumstances, and budget. Consider how you and your family would cope financially if you couldn’t work due to illness and whether you have other protection like income protection or health insurance. An independent protection adviser can help you decide if Best Critical Illness Cover is right for you.

Aviva Life Insurance Benefits

Aviva life insurance policies come with several benefits included at no extra cost:

• Terminal illness cover: Pays out early if you are diagnosed with a terminal illness and given less than 12 months to live.
• Separation benefit: Allows joint policyholders to split the policy into two single plans without further underwriting if they divorce or separate.
• House purchase cover: Provides up to 90 days of free cover when taking out a policy in conjunction with buying a house.
• Free parent life cover: £15,000 of life cover for each parent per child under 4, lasting for 12 months.
• Aviva DigiCare+ app: Policyholders gain access to the Aviva DigiCare+ smartphone app with health and wellbeing services like annual health checks, nutrition, and mental health support.

Optional benefits available for an additional cost include:

• Global treatment: Access to medical treatment abroad.
• Fracture cover: Pays out up to £6,000 if you break one of 18 specified bones.
• Waiver of premium: Aviva will pay your premiums if you cannot work due to illness or injury.
• Total permanent disability: Pays out if you become permanently unable to do your own occupation or suffer permanent failure of 3 out of 6 activities of daily living.

These extra benefits can add value and peace of mind beyond the core life insurance. Other optional benefits like increasing cover or renewal options are also available for an added premium.

It’s always worth checking exactly what benefits are included with a policy and which you would have to pay more for. An advisor can discuss the options with you to build a comprehensive protection package that fits your needs and budget.

Defaqto Ratings for Aviva Life Insurance (March 2025)

Defaqto ratings are an independent assessment of financial products, helping consumers understand the quality of different offerings. They use a star rating system from 1 to 5, with 5 stars indicating the highest quality. These ratings are current as of March 7, 2025.

Aviva’s life insurance products have received strong Defaqto ratings. Many of their core life insurance and critical illness plans have achieved the top 5-star rating. This demonstrates a high level of comprehensiveness and quality in these areas. For example, their standalone critical illness, income protection, and term life insurance (level and decreasing term) plans all hold 5 stars.

However, some of Aviva’s offerings, such as their protection menu plan and whole of life assurance, are rated at 4 stars. While still a good rating, it indicates they may be slightly less comprehensive compared to top-rated 5-star plans in those specific categories. When comparing Aviva to competitors like Legal & General, Zurich, and Royal London, it’s clear that many providers also have strong Defaqto ratings. For instance, Legal & General and Zurich boast numerous 5-star ratings across similar product ranges.

For consumers, Aviva’s Defaqto ratings suggest you are choosing a reputable provider with high-quality life insurance options, particularly in core areas like term life and critical illness cover. While some plans are 4-star, indicating slightly less extensive features, the widespread 5-star ratings across key products offer reassurance of strong cover. It’s always wise to compare ratings and policy features across different insurers to ensure you select the best plan for your individual needs.

Aviva Life Insurance With Free Gift

To attract new customers, many insurers offer free gifts and incentives to those taking out a life insurance policy. These can include items like gift cards, vouchers, and cashback.

In the past, Aviva offered £120 of gift cards to customers who purchased a new over 50 life insurance policy by 28 June 2024.

Previously, you could choose from:

• Marks & Spencer gift card
• Tesco gift card
• Amazon.co.uk gift card

To qualify for the offer you previously had to:

• Be aged 50-80.
• Not be an existing Aviva policyholder.
• Be a resident of the UK, Channel Islands, or the Isle of Man.
• Make 6 monthly payments.

Keep in mind that not all providers or brokers will have an incentive deal available. Where they do, the value and type of gift can vary. Incentives can seem appealing, but it’s important to look beyond them.

Focus on obtaining the right policy for your needs first—one that adequately protects your loved ones—and consider any free gifts as a bonus rather than the primary reason for choosing a particular insurer. An independent broker can compare the whole market to find the most suitable and competitive policy.

Aviva Life Insurance In Trust

Putting life insurance in trust is an excellent way to ensure your payout reaches your loved ones quickly and efficiently. In simple terms, writing your policy in trust allows you to specify who you want the payout to go to (the beneficiaries) and who will be responsible for distributing it (the trustees).

The key benefits are:

• The payout is paid directly to your beneficiaries, not into your estate.
• This avoids the need to go through probate, which can significantly delay access to the funds.
• The payout does not count towards your estate for inheritance tax purposes, avoiding a potential 40% tax.
• You can control who receives the money and in what proportions.
• Funds are protected in case of any future remarriage.

Aviva offers customers a free online trust service to make it simple and convenient to write your policy in trust from the start. They offer two options:

• Discretionary trust – for single or joint life policies, allowing flexibility to change beneficiaries.
• Survivor’s trust – for joint policies only, allowing the surviving partner to benefit from the payout.

While it’s easy to do, putting your life insurance in trust is an important decision that cannot be undone. It’s essential to understand the implications and seek advice if unsure. An independent broker can explain how trusts work and guide you through the process as part of their service.

Aviva Life Insurance Claims

Of course, any life insurance policy is only as good as the claims paying ability of the provider. You need to be able to trust an insurer to handle your claim sensitively, efficiently, and fairly during your loved ones’ time of need.

Aviva’s 2022 claims data indicates:

• 99.4% of life insurance claims were paid.
• The total value of payments was £731.6 million.
• The average payment was £58,736.

To start a life insurance claim with Aviva, contact their claims team by phone or email. They are available Monday to Friday, 8 am to 6 pm. The dedicated claims line is 0800 015 1142 (+44 1603 603 277 from outside the UK).

You will need to provide the policy details and evidence of death, usually the original death certificate. The Aviva claims assessors will guide you through the process, explaining what they need and the next steps.

If your claim is approved, Aviva aims to pay out within 5 working days. They can also offer an £11,000 advance within 24 hours to help with funeral costs or other immediate expenses.

Having your policy in trust should result in faster payment, as probate is not required. It’s important to consider this to ensure funds reach your beneficiaries as quickly as possible.

Remember that all insurers have slightly different claims processes and requirements. It’s worthwhile finding out upfront what support they offer to make a difficult time easier.

Compare Aviva Life Insurance Quotes

At Life Cover Quotes, we can help you compare Aviva life insurance quotes, as well as quotes from other leading UK insurers, to assist you in finding the most competitive deal for your specific needs and budget. We offer a wide range of life insurance policies, including level term life insurance, decreasing term life insurance, increasing term life insurance, whole life insurance, and over 50s plans.

Fill in our short online form, and then relax while we handle the work of comparing quotes from Aviva and other top providers. Once you have completed the online form, you will receive personalized quotes from the trusted brokers we collaborate with, enabling you to easily compare your options and select the most suitable policy at a price that works for you.

Whether you are looking for a policy to protect your mortgage, provide financial security for your loved ones, or cover your funeral expenses, our experts are available to guide you through the process and answer any questions you may have. We understand that everyone’s circumstances are unique, which is why we take the time to understand your individual needs and tailor our recommendations accordingly.

Do not spend hours searching for life insurance quotes online—let us do the legwork for you. Simply complete our online form, and we will provide you with a selection of highly competitive quotes from Aviva and other leading insurers, empowering you to make an informed decision and secure the right life insurance cover for your peace of mind.

Defaqto ratings