Aviva ends loyalty ‘discrimination’

address the issue in a meeting with the paper’s personal finance editor.

The insurer’s own research shows that four out of five consumers consider the price disparity one of the industry’s most unfair practices.

Andy Briggs, Aviva’s new chief executive, said he was intent on ‘creating a level playing field’. AvivaPlus will be available from the insurer directly – but not via comparison websites. INSURER Aviva has upheld a promise to the MoS more than a year ago to end its price discrimination against loyal customers.

The company says it will soon launch home and car insurance policies that will provide buyers with a guarantee – that when they come to renew, they will not pay more than someone purchasing cover at the same time but as a new customer. Indeed, existing customers may pay less. The new policies, labelled AvivaPlus, are a direct result of our longstanding ‘broken loyalty’ campaign. Mark Wilson, Aviva’s boss at the time, promised to