Reassured enters a new strategic partnership with Aviva

By Joy Dumasia

Reassured, the UK’s largest life insurance broker, announced the addition of Aviva to its life insurance panel. From now Reassured customers will be able to get a quote for and purchase life and critical illness insurance policies from Aviva, one of the UK’s major insurers. 

The announcement marks the beginning of a three-year comprehensive strategic partnership between Reassured and Aviva, including an exclusive, bespoke service and support agreement with the insurer. 

The partnership comes as part of Reassured’s continued commitment to broaden its proposition in the market and provide financial security to a more significant number of consumers, efficiently and effectively, through its digital and telephony services. 

Phil Jeynes, Director of Corporate Strategy at Reassured, commented: “At the heart of this partnership is the ambition to protect as many consumers as possible. Our new agreement with Aviva means we strengthen our market-leading proposition still further through the addition of one of the largest and most ambitious brands in the sector. The senior team at Aviva have worked hard over the last several months to deliver a strategic partnership which meets the needs of Reassured and our customers. This show of intent is testament to Reassured’s incredible growth over the last 13 years and forms part of our strategy to continue developing and innovating our offering to make sure everyone has access to the financial safety net and peace of mind which life insurance can bring. Whether they want to buy online, over the ‘phone, with or without advice, customers will find getting cover simple and straightforward through Reassured.” 

Fran Bruce, MD Protection at Aviva, said: “Our number one priority as a protection business is to help improve the financial resilience of UK households and to offer customers choice in how they purchase our protection policies. We’re delighted that this partnership with Reassured will help us achieve this common ambition. The new agreement builds on the strength of our core proposition and means that we can make life and critical illness insurance available to more customers. As we have developed our relationship with Reassured, we have been impressed with the company’s attention to quality customer service and our shared commitment to simplifying and digitising customer journeys.”