Ageas and Saga launch new product as part of 20-year partnership

Ageas UK and Saga have launched a new home insurance offering for the over 50s, as part of the two firms’ recently signed 20-year affinity partnership.

The partnership between the firms – announced in December of last year – will see Saga “lead customer acquisition and proposition development for its customer base”, while Ageas manages “price comparison website distribution, in-life and retention marketing, pricing and underwriting, claims handling and customer service”.

The new proposition follows the launch of a motor insurance offering for over 50s at the end of 2025.

Ant Middle, chief executive at Ageas UK, described the launch as “an important milestone in our strategy to build scale and deliver great outcomes for customers in the UK”.

Customer understanding

As with its recent motor product, Saga tested customer understanding of policies prior to launch by circulating policy booklets among a small number of test members, before using their feedback to inform improvements of the documentation.

 Adam Clarke, managing director at Saga, said: “This is an important milestone for both organisations in combining trusted brands with complementary strengths. 

“Ageas and Saga share a commitment to deliver great service when it matters most and are dedicated to making the customer experience journey as easy as possible.”