Ageas and Saga officially launch 20-year affinity insurance partnership

Ageas UK and Saga has today (16 December 2025) launched its 20‑year affinity partnership.

The deal, which was first announced in December 2024, will bring motor and home insurance propositions to over‑50s customers.

The partnership goes live for motor new business today, with home new business following in the first quarter of 2026.

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

”Together with Saga, we’re combining trusted brands and complementary strengths to offer compelling motor and, shortly, home propositions for over‑50s customers.”

Agreement

Under the agreement, Saga will lead marketing and proposition development for its customer base, while Ageas UK will manage price comparison website distribution, pricing and underwriting, claims handling and customer service.

The customer ownership remains with Saga.

Mike Hazell, chief executive at Saga, said: “The launch of our insurance partnership with Ageas UK marks a major milestone in the execution of our strategy, simplifying and de-risking our insurance operations.

“I want to thank all Saga and Ageas UK colleagues whose hard work has delivered this project on time and within budget.

”The combination of Ageas UK’s market‑leading insurance capabilities and Saga’s 75‑year history of serving people over 50 creates a winning partnership offering quality cover at competitive prices, with the service our customers expect.”