Tesco has partnered with Aviva to introduce a life insurance product for its shoppers and Clubcard members.
Life insurance remains one of the largest retail protection products in the UK, with more than eight million policies in force. Industry data show that most claims are paid, but overall take-up has been flat in recent years. Rising living costs and household budget pressures have limited demand, even as insurers highlight the role of life cover in providing financial resilience for families. Distribution partnerships with high-street and retail brands have become an important way of reaching customers who may not engage with traditional intermediaries.
The Tesco–Aviva partnership will offer cover through Tesco’s digital channels and in hundreds of stores across the UK. Customers will be able to apply through a digital process, with premiums starting from £5 a month, according to the companies.
Aviva reported that 98.8% of life insurance claims across its range were paid in 2024, amounting to more than £862 million. The Tesco plan also provides access to health and wellbeing services, which are non-contractual and may be altered or withdrawn.
Ban Mahsoub, partnerships director at Tesco Insurance and Money Services, said the partnership with Aviva expands Tesco’s insurance offering to millions of customers and is intended to meet the needs of families across the UK. She said combining Tesco’s brand with Aviva’s expertise would deliver cover for those seeking to protect their loved ones, adding that the aim was to make life insurance easier and more accessible.
Daren Boys, protection distribution director at Aviva, described the partnership as an opportunity to use the companies’ combined digital and data capabilities to increase the visibility of life insurance among Tesco customers. He said the arrangement would create greater market awareness and access to protection products, while also broadening Aviva’s distribution footprint across intermediary, direct and partnership channels.
