Aviva has finalised the modularisation of its Digital Commercial Combined Insurance (CCI) product, allowing brokers to select only the coverage their clients require rather than purchasing traditional policy packages.
The insurer said the changes enable brokers to tailor policies to each customer’s specific needs, removing what it described as unnecessary complexity. Covers made optional over the past year include employers’ liability, legal expenses, public and products liability, and contents and stock. A final standalone module covering money insurance is expected in May.
Since August 2025, more than 30% of Aviva’s new business and renewal policies have incorporated modular cover selections. The company also reported a 32% increase in conversion rates in the second half of 2025 compared with the first, alongside improved quote rates and retention figures.
The restructured product operates on a hybrid trading model, enabling brokers to manage straightforward placements digitally while accessing Aviva’s dedicated commercial combined underwriting team for more complex risks. This provides support across trade selection, cover design, and pre-quote discussions.
The CCI overhaul forms part of a broader push by Aviva to expand its digitally traded product range. The insurer confirmed in February that it plans to launch a new eTraded contractors’ combined policy via its Fast Trade platform and software house partners in May 2026. The product is described as a fully developed contractors’ combined offering that includes the basic cover elements typically found in a tradespeople or self-employed policy, as well as liability aspects from a commercial combined product.
Within its Fast Trade platform, Aviva said brokers can access a client dashboard that uses artificial intelligence to highlight additional relevant covers and identify potential protection gaps. The platform also retains an underinsurance alert tool – increasingly important given findings from Aviva’s Broker Barometer survey, which showed that 68% of brokers were concerned some clients may be underinsured.
Chris Whiting, head of SME optimisation at Aviva, described the product transformation as “a significant step forward” in supporting brokers.
“It gives them a fully flexible, modern policy that can be built around each client’s unique needs,” Whiting said. “We’ve seen fantastic engagement from brokers throughout this journey, and that momentum is reflected in our improved conversion rates and positive broker sentiment.”
He added that as businesses continue to evolve, brokers need confidence that they can choose the right covers quickly and easily, “whether trading digitally or with the support of our underwriting team.”
