Aviva Life Insurance at a Glance
Aviva offers a range of life insurance policies that pay out a cash lump sum if you die during the policy term. All Aviva policies are medically underwritten, meaning Aviva asks health and lifestyle questions (and may consult your GP) to confirm your eligibility and monthly cost.
Key facts:
- Available for ages 18-77
- Cover lasts 1-50 years and must end before age 91
- Includes Life Cover and Terminal Illness Cover (pays out early if you are diagnosed with less than 12 months to live)
- Premiums stay the same for level and decreasing cover
- Increasing cover option available (linked to inflation, with premiums rising each year)
- No cash-in value
- Optional add-ons for added protection
How Aviva Life Insurance Works
1. Medical questions during application
Aviva uses a process called underwriting, where they ask about your health, lifestyle and medical history. This allows them to offer personalised pricing. Some people may be accepted at a standard price; others may pay more or be declined depending on health.
2. Choice of policy types
Aviva offers three main types of term insurance (a term simply means the number of years your cover lasts):
Level Term Insurance (fixed payout)
The payout stays the same every year. This is often chosen to protect family members or cover long-term financial needs.
Decreasing Term Insurance (reducing payout)
The payout reduces over time, usually in line with a repayment mortgage. It is often used to clear debts that shrink each year.
Increasing Term Insurance (inflation-linked)
The payout increases annually to help keep up with the rising cost of living. Premiums increase each year, too, normally up to a set cap.
3. What's included as standard?
- Life Cover (pays a lump sum if you die during the term)
- Terminal Illness Cover
- Free interim cover while Aviva assesses your application
- Option to increase cover later after certain life events (called Guaranteed Insurability)
4. What is not included?
- No payout if you live beyond the policy term
- No cash value if you cancel — this is insurance, not savings
- Exclusion for suicide or intentional self-harm in the first 12 months
Optional Add-ons
Aviva offers several extras that are not included as standard.
You must choose these at the time you take out the policy, and they increase your monthly premium, i.e. you will need to pay more for them.
These optional upgrades include:
Critical Illness Cover
Pays out if you are diagnosed with a serious medical condition listed in the policy.
Children's Critical Illness Cover
Pays out if your child is diagnosed with a covered condition.
Waiver of Premium
If illness or injury stops you working, Aviva covers your monthly payments for you.
Fracture Cover and Global Treatment
Extra financial support for accidents or specialist overseas medical treatment. These can make the policy more comprehensive but also increase monthly premiums.
Pricing Guide
Aviva's prices differ from person to person because of medical underwriting. Costs depend on:
- Age
- Health and lifestyle
- Whether you smoke
- Amount of cover
- Length of the policy
- Whether optional extras are included
Aviva is often competitive for younger applicants and those in good health, with entry-level prices commonly starting at low monthly amounts. Prices rise for older applicants, smokers and those with health conditions.
Benefits of Aviva Life Insurance
1. Strong reputation
Aviva is the UK's largest life insurer, with high claims-paid rates and a longstanding market presence.
2. Flexible cover options
Customers can choose their payout amount, policy length and add-ons to match their exact needs.
3. High claims payout rates
Aviva pays the vast majority of claims it receives, providing peace of mind that if you need to make a claim they are likely to honour it provided it meets the terms of your policy.
4. Added services
Access to Aviva's apps and wellbeing tools supports customers beyond the insurance policy.
Limitations to Consider
1. Not guaranteed acceptance
Because Aviva uses medical underwriting, some people may be declined or offered a higher premium based on health.
2. Not a whole-of-life policy
Aviva Life Insurance covers you for a set term only. If you outlive the policy, it ends with no payout.
3. Increasing cover means rising premiums
Choosing the inflation-linked option means premiums can increase each year.
4. Not designed for over-50s simplicity
If you want a plan with no medical questions, guaranteed acceptance, fixed lifetime premiums, and a whole-of-life payout, Aviva's medically underwritten, term-based model may not feel suitable.
Customer Experience
Feedback about Aviva Life Insurance commonly highlights:
Positive themes:
- Helpful call-centre agents
- Clear documentation
- Smooth claims process
- Easy online applications
Constructive themes:
- Slower underwriting for complex cases
- Rising premiums when choosing inflation-linked cover
Overall, customer satisfaction is strong relative to the wider industry. Aviva has a Trustpilot score of 4.3 ⭐ from over 53K reviews; however, it is worth noting that these are reviews for all of Aviva's financial products, not just their Life Insurance policy.
Who Aviva Life Insurance Suits
Aviva is a strong fit for people who:
- Want flexible cover tailored to family needs
- Are looking for larger sums assured
- Need mortgage protection or family income protection
- Want optional critical illness cover
- Are comfortable with medical questions as part of the application
Who Aviva May Not Suit
Aviva may be less suitable for people who:
- Prefer an insurance policy with guaranteed acceptance
- Want a cover that lasts their entire life, not a fixed term
- Prefer simple, predictable premiums without any increases
- Want a plan primarily to cover funeral costs or leave a small sum behind
A simpler alternative for over-50s
People aged 50 and over who want a whole-of-life, no-medical-questions, fixed-premium option may look instead at well-known over-50s providers such as SunLife. SunLife's plan structure is uncomplicated and does not require underwriting, making it appealing to those who prioritise certainty and simplicity.
This is not a recommendation — simply an alternative for those whose needs differ from Aviva's more complex policies.
Alternatives to Aviva
1. Guaranteed-acceptance over-50s policies
For simplicity, fixed premiums and guaranteed acceptance within an eligible age range.
2. Other medically underwritten insurers
For those wanting term life cover similar to Aviva, options to explore include Royal London, AIG, LV= and Legal & General.
3. Funeral plans
If the main goal is to cover funeral expenses rather than provide large family protection, a regulated funeral plan may be worth considering separately.
Summary
Aviva Life Insurance offers comprehensive, flexible protection with the backing of the UK's largest insurer. It is well-suited to people who want customisable cover, high payout options and medical underwriting.
However, it is not designed for those who want a simple, guaranteed-acceptance plan or whole-of-life cover. For customers aged over 50 who prefer fixed premiums, no health questions, and a straightforward payout, a long-standing over-50s provider such as SunLife may be a more suitable alternative.
Choosing between Aviva and an over-50s plan ultimately comes down to whether you want flexible, medically-underwritten term insurance or a simple, guaranteed-acceptance whole-of-life policy.