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Aviva life insurance review summary

  • Aviva is a leading and award-winning life insurance provider in the UK with more than 325 years of industry experience
  • Their policy options include level term life insurance, decreasing term life insurance, and life insurance with critical illness cover
  • Qualifying policies come with free access to the Aviva DigiCare+ app, which offers a range of health and wellbeing services
  • Aviva is rated ‘Great’ overall by customers on Trustpilot and policies have been awarded 5/5 stars by the experts at Defaqto
  • In 2023, Aviva paid out 99.3% of all their life insurance claims and 91.6% of all critical illness claims[1]
  • Buy Aviva life insurance online through Reassured from just £3.50 a monthˆ

Who are Aviva?

Aviva are a global insurance company and one of the largest and oldest insurers in the UK, serving more than 19.5 million customers across the UK, Ireland and Canada[2].

Their history dates back more than 325 years, but the Aviva we know today launched in 2002 when several insurance companies came together (Norwich Union and CGU). They officially rebranded as Aviva in 2009.

Aviva are now the largest life insurance provider in the UK and a market leader in sustainability, with a plan to achieve Net Zero carbon by 2040. They also offer a range of award-winning general insurance, investments and retirement solutions.

Continue reading this Aviva review to find out whether their life insurance is worth it and if they’re the right insurer for you.

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Aviva life insurance reviews 2025

The table below shows recent Aviva life insurance customer reviews and expert ratings.

Review siteRatingAnalysis
Trustpilot 4.1
('Great')
 		This is an overall rating from over 38,000 customer reviews (across all Aviva products). 72% of customers rated Aviva 5 stars.
Smart Money People

 

4.1

 

This is an overall rating from around 100 customer reviews.
 
Defaqto 5 starsAviva life insurance is rated between 3 stars and 5 stars depending on the policy type. This means their products range from average to comprehensive according to experts.
Fairer Finance 82.4%Aviva are ranked #3 in the Fairer Finance customer experience ratings list (out of 25 other insurers) and has been awarded the Fairer Finance ‘Gold Ribbon’ as they offer excellent customer service according to customer feedback and expert research.

Read Aviva Trustpilot reviews to see what customers say about their products and service. Also see Aviva’s Defaqto star ratings for individual policy scores.

What is Aviva life insurance?

Aviva life insurance provides your family with lump sum pay out if you pass away during the policy term.

You can choose whether your life insurance covers just one person (a single policy) or two people (a joint policy).

Aviva offer different types of life insurance to suit varying needs, including level term or decreasing term cover.

The cost of your policy will depend on which policy you choose and your personal circumstances.

What does Aviva life insurance cover?

Life insurance can help to cover essential costs for your family so they can maintain their current lifestyle if you were no longer around.

It pays out a lump sum upon your death, which could help towards:

  • Paying off the mortgage or rent payments
  • Monthly bills & utilities
  • Day to day family living costs
  • Childcare or education fees
  • Outstanding personal debts
  • Funeral expenses

With life insurance you can choose how long and how much you want to be covered for - use our handy calculator below to work out your ideal cover amount.

Calculator

Aviva life insurance calculator

How much Aviva life insurance do you need? Calculate your ideal cover amount by filling in the costs you’d like your policy to cover.

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£137,934 is the estimated mortgage debt per household in the UK.

The purchase of a home is likely to be the largest financial commitment any of us will make in our lifetime. Your life insurance should cover your remaining mortgage balance to allow your loved ones to stay in the family home should anything happen to you.

Source: Moneynerd.co.uk
£
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The average monthly household budget in the UK is £2,548 (that’s £30,576 per year), which is spent on transport, food & drink, utilities (gas, electricity, water etc), clothing, council tax and leisure activities.

With energy prices hitting a record high and the cost of living rising sharply in the UK, you may wish to factor in utility bills and family living expenses into your cover.

Source: Nimblefins.co.uk
£
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The average personal debt of UK adults has risen to £34,566 (not including mortgage debt), with credit cards, personal loans and overdrafts being the most common forms of debt.

Factoring in any debts into your life insurance cover means that, if they need to be paid back from your estate after your passing, your loved ones won’t miss out financially.

Source: Money.co.uk
£
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According to SunLife, the average cost of a funeral in the UK is £3,953 (with the overall cost of dying at £9,200).

Funeral costs have increased by 116% since 2004 and are a significant cost which should be factored into the amount of life insurance you secure.

Source: SunLife.co.uk
£
?

When factoring in cover for your children, you may wish to calculate the amount based on how long it is until they reach financial independence.

This could include childcare (£7,000 per year for part-time care), school expenses (£1,519 per school year for uniforms, lunches, stationary etc), as well as an additional sum for further education (this could be a contribution of up to £5,000 per year).

Sources: Daynurseries.co.uk, Primarytimes.co.uk & Savethestudent.org
£
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If you are one of the 65% of the UK who are lucky enough to have savings, this could be used as protection if you were to pass away.

Any pay outs from existing life insurance policies and investments can also be used as financial protection for your loved ones if you were no longer around.

Factor this into your required cover amount.
£
?

If you’re lucky enough to have your own savings or are part of the 30% of UK residents who already have a life insurance policy in place, this can provide financial protection for loved ones.

By entering your current cover, savings or death in service amount you can reduce the sum assured you require.

Source: Scottishbusinessnews.net
£ -

Your total cover estimate

£ 0

Let us find the cheapest quote we can offer you.

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Aviva life insurance policy options

Aviva offer two types of term life insurance: level term cover and decreasing term cover.

Both policies provide cover for a set term (1 - 50 years) and will pay out if you pass away during this term.

You can apply if you’re aged 18 - 77.

Aviva family life insurance - level term

  • Provides a fixed sum assured (cover amount)
  • Could help to cover large debts like an interest-only mortgage, monthly bills and future family living costs.

Aviva mortgage life insurance - decreasing term

  • Provides a sum assured that reduces over the policy term, typically in line with a repayment mortgage
  • Low monthly premiums

Compare Aviva term life insurance through Reassured to find the best deal we can offer you.

Aviva life insurance and critical illness cover - level or decreasing term

  • Critical illness cover can be added to an Aviva term life insurance policy for an additional cost
  • Pays out in the event you’re diagnosed with a certain critical illness or if you pass away during the policy term
  • Covers up to 35 medical conditions, including heart attack, diabetes type 1, cancer and stroke
  • Available to applicants aged 18 - 64

Compare Aviva life and critical illness insurance quotes today.

How much does Aviva life insurance cost?

Aviva life insurance starts from as little as £3.50-a-month through Reassured.

However, the exact cost of your life insurance will depend on your personal circumstances and the type of policy you’ve chosen.

The information required during the application process to calculate your life insurance premiums includes:

  • Your age
  • Health
  • Lifestyle
  • Smoking status
  • BMI (weight)
  • Occupation
  • Hobbies
  • Policy type, term & sum assured

The table below shows monthly pricing examples for Aviva term life insurance policies.

Quotes are based on a non-smoker, in good health, taking out £130,000 over a 20 year term:

Age

Level term life insurance monthly premium

Decreasing term life insurance monthly premium

20

£3.50

£3.50

25

£4.40

£3.88

30

£5.45

£4.51

35

£7.47

£5.27

40

£10.31

£6.97

45

£15.23

£9.87

50

£24.14

£15.74

Please note: quotes are subject to individual status and medical underwriting

Comparing quotes from different insurers can help you to find the right policy at the right price to suit your budget.

Click through to receive your free, no-obligation quotes today.

Compare Aviva Life Insurance Quotes »

Aviva real customer case studies

The tables below show real-life examples of non-standard (‘high risk’) customers who’ve taken out an affordable Aviva life insurance policy through Reassured.

Case study 1

Details of applicantMiss C. Richardson
(Born in 1997 / Non-smoker)
Health condition detailsDisclosure of mental health condition and aneamia
Reason for cover

Mortgage and family

Policy details

Policy 1
Sum assured: £240,000
Policy type: Level term
Term length: 40 years

Policy 2
Sum assured: £11,535
Policy type: Life with critical illness cover
Term length: 40 years

Monthly premium£20.49 a month
in total for both policies

Case study 2

Details of applicantMr N. Packer
(Born in 1969 / Non-smoker)
Health condition detailsDisclosure of heartburn symptoms and reflux
Reason for coverMortgage
Policy detailsSum assured: £150,000
Policy type: Decreasing term
Term length: 5 years
Monthly premium£13.05 a month

Please note, customer names have been changed

Aviva life insurance benefits

Aviva life insurance policies can come with many added benefits at no extra cost.

These can include the following:

BenefitDetails
House purchase coverReceive 90 days free life insurance if you're taking out Aviva life insurance to cover your mortgage (up to £500,000).
The free cover will start once your application has been accepted, you’ve exchanged contracts and the purchase of your new home is completed.
Available with qualifying term policies.
Terminal illness coverAll term polices come with terminal illness cover as standard. This allows you to make an early claim if you’re diagnosed with a life-threatening illness and predicted to pass away within 12 months.
The funds can be used to help your dependants cope with the loss of an income, pay for homecare or make adaptions to your home.
Only available with term polices.
Aviva DigiCare+ appWhen taking out life insurance with Aviva, you can receive free access to the DigiCare+ app which provides annual health checks, discounts on gym membership, nutrition advice, mental health counselling and more.
Available with qualifying policies.
Separation benefitThis benefit allows you to split a joint policy into two single policies if you separate from your partner, without an additional cost.
You won’t need to provide any extra medical information to take out the new policies.
Only available with qualifying joint term policies and joint critical illness policies.
Life change benefitAlso known as guaranteed insurability, this benefit allows you to increase your life cover (to the maximum of £200,000) if your circumstances change during the policy term.
Life changing events can include marriage, divorce, a new baby or taking on a bigger mortgage. You won’t need to provide any medical information to take out more cover.
Only available with qualifying term and critical illness policies.
Children’s critical illness coverReceive free cover for your children if you take out critical illness cover. If your child is diagnosed with a critical illness defined in your policy (up to 32 illnesses), Aviva will pay out 50% of the cover amount to a maximum of £25,000.
Additionally, if your child was to pass away during the policy term, then Aviva will pay a children’s death benefit of £5,000.
Only available with qualifying critical illness policies.

When taking out an Aviva life insurance policy, on its own or with added critical illness cover, you could be eligible for some (or all) of these free benefits.

Their life insurance policies can also come with optional benefits which you could choose to include for an additional cost. These include the following:

BenefitDetails
Fracture coverReceive a lump sum if you fracture a bone while your policy is active. 18 fractures are covered including skull, cheekbone and jaw.
Global treatment coverProvides access to overseas medical treatment for you and your children.
Waiver of premiumIf you’re too ill or injured to go work and can’t earn an income, Aviva will pay your premiums (instead of cancelling your policy).
Renewal optionRenew your policy at the end of the term without having to provide any new medical information.
Conversion optionConvert your level policy to a whole of life policy at any point during the term.

Get in touch with Reassured to learn more about the policies we can offer and which additional benefits you could receive.

Is Aviva life insurance good?

Whether Aviva life insurance is good or not will depend on your personal preference and circumstances.

Generally, Aviva is considered a good insurance company. They’ve accumulated several industry awards, including the ‘Sustainable Finance Award’ in 2022 and ‘General Insurer of the Year & Decade’ at the British Insurance Awards in 2024.

Aviva have also received thousands of positive reviews from customers across all their products on Trustpilot.

We look at the main advantages and disadvantages of Aviva life insurance policies below to help you decide whether they could be a good option for you:

PROs

  • Long-standing and reputable insurer that pays out around 99% of claims each year
  • Simple and easy to understand policy options
  • Life insurance+ includes a wide range of free benefits and optional extras
  • Existing policies can be accessed and managed easily using the ‘MyAviva’ app
  • Affordable premiums from just £3.50 a month through Reassured

CONs

  • Aviva Simple life insurance doesn’t include free benefits or optional extras
  • Aviva DigiaCare+ benefit can be removed at any time at the discretion of Aviva
  • Like other term-based life insurance policies, there’s no cash-in value

Aviva life insurance policy documents:

Compare Aviva life insurance quotes

At Reassured, we can help you compare Aviva life insurance quotes, as well as quotes from other leading UK insurers, to help you find excellent deals.

Simply click through to our online form and fill in a few details about yourself for your FREE, no-obligation quote. Most of our customers receive an instant quote, or one of our experts will be in touch to discuss your options.

Secure life insurance today through our award-winning broker service and have peace of mind that your loved ones are protected should the worst happen.

Compare Aviva Life Insurance Quotes »

Aviva life insurance FAQs:

What is the Aviva life insurance maximum age?

The maximum age to apply for Aviva life insurance is 77, or 64 for critical illness cover.

The minimum age to apply is 18.

Does Aviva life insurance pay out?

Yes, Aviva have a good track record of paying out life insurance claims.

In 2023, they paid out 99.3% of claims totalling £761.7 million.

How long does Aviva take to pay out life insurance?

Once a valid claim has been accepted and Aviva has all the information they need, the payout is typically made within a week.

Can you get Aviva life insurance with pre-existing conditions?

Yes, it could be possible to get Aviva life insurance if you’re living with a pre-existing medical condition.

It’s important to tell Aviva about your condition and provide all the details they need during the application process so they can accurately assess your level of risk.

The outcome of your application and the cost of your cover will depend on the severity of your medical condition.

Can you write Aviva life insurance in trust?

Yes, Aviva provide their customers with the option to write their life insurance in trust.

Writing a policy in trust means assigning a trustee to have control of your policy after you pass away.

The trustee will be responsible for distributing the pay out as per your wishes.

Writing your life insurance in trust has the following benefits:

  • Avoid or minimise 40% inheritance tax
  • Bypass probate for a faster pay out
  • Choose who’ll benefit from the pay out

At Reassured we offer a free trust service on the majority of the policies we arrange, where we can guide you through the process and help you to write your Aviva life insurance policy in trust.

Does Aviva offer over 50s life insurance?

Yes, as well as traditional term life insurance, Aviva also offer specialised life insurance for over 50s.

This policy guarantees acceptance to UK applicants aged 50 - 80 and requires no medical information during the application process.

We have written this dedicated Aviva over 50s life insurance review if you’d like to learn more.

How do I contact Aviva life insurance?

Aviva life insurance UK help & support as well as contact information is available on their website.

There are various ways you can get in touch depending on your specific query. You can get instant help online with chatbot, or you can fill in one of their enquiry forms.

Alternatively, you can give Aviva life insurance a call Monday to Friday 08:00 - 18:00.

How do I make an Aviva life insurance claim?

You can make a claim for Aviva life insurance online, simply by heading to the life claims section of their website.

Or, you can make a claim over the phone. The contact number for claims is 0800 015 1142.

It’s helpful to have all the relevant information ready before starting a claim.

Can I cancel Aviva life insurance?

Yes, you can cancel your Aviva life insurance policy at any time.

If you cancel within the 30 day cooling off period, you’ll receive a refund of any premiums paid. If you cancel after the 30 day period, you won’t receive a refund of any premiums.

Does Aviva life insurance pay for suicidal death?

Aviva won’t pay out if the policyholder passes away due to suicide or intentional self-inflicted injury within the first 12 months of the policy.

Sources:

All information regarding Aviva's product offerings is taken from their website and is correct as of 21/09/24. This is subject to change by Aviva at any time https://www.aviva.co.uk/surance/life-products/life-insurance/

[1] https://www.aviva.co.uk/insurance/life-products/life-insurance/knowledge-centre/paying-out-when-you-need-it/

[2] https://www.aviva.com/about-us/how-we-are-organised/

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