A GlobalData survey shows that the UK critical illness insurance market remains highly concentrated, with leading brands using scale and distribution partnerships to extend customer reach. As providers seek to address persistent underinsurance across UK households, partnerships with established retail brands may become increasingly important to increase awareness and improve accessibility.
GlobalData’s 2025 UK Insurance Consumer Survey shows Aviva accounts for 33.6% of UK critical illness insurance policies, well ahead of competitors including Legal & General (9.5%), HSBC (8.8%), and Royal London (8.8%). Aviva’s scale provides a strong platform to broaden protection distribution through affinity and embedded channels.
Go deeper with GlobalData
Access deeper industry intelligence
Experience unmatched clarity with a single platform that combines unique data, AI, and human expertise.
Aviva has announced a new agreement with Tesco Insurance, under which Tesco customers will gain access to Aviva underwritten life insurance products—thus extending Aviva’s reach into mainstream consumer distribution. The partnership reflects wider industry efforts to simplify access to protection products and integrate insurance into familiar consumer ecosystems. Large retail and banking brands offer insurers access to high-volume customer bases, established consumer trust, and recurring engagement opportunities. These factors can help support cross-selling and improve conversion rates.
For insurers, retail partnerships provide a route to address longstanding protection gaps without relying solely on traditional advised distribution. However, competition for embedded and affinity partnerships is likely to intensify as major providers seek greater scale and visibility in a market where brand recognition and distribution reach remain key competitive advantages.
