Aviva launches ‘subscription-style’ cover

Insurance giant Aviva is to launch a new type of “subscription-style” cover that aims to tackle concerns about the industry charging existing customers more than new ones.

Avivaplus will be rolled out over the next few weeks – and the insurer claimed it will give customers more flexibility and control. Concerns have been raised that insurance customers often end up paying a “loyalty penalty” for sticking with their existing provider year after year.

Aviva’s own research found 82 per cent of people think charging existing customers more than new ones is one of the most unfair aspects of the insurance industry.

Avivaplus will have a renewal price guarantee to ensure existing customers are offered the same or a better price than an equivalent new Avivaplus customer.