Allianz UK deepens Asda ties with home and motor insurance launch

Allianz UK and Asda have expanded their long-running partnership with the launch of new home and motor insurance products aimed at Asda customers.

The products are due to launch in summer 2026 and will be distributed through online channels, contact centres and price comparison websites, with Asda taking the lead on marketing while Allianz handles underwriting, administration and claims management.

The move marks a significant broadening of a relationship that began more than 15 years ago, with Allianz-owned Britannia Rescue providing breakdown cover to Asda customers.

Ulf Lange, managing director for personal lines at Allianz UK, said the insurer was “delighted” to be deepening its partnership with Asda, as it looks to strengthen its position in the UK retail insurance market.

He said: “This collaboration underscores the success of our multiparty distribution strategy and commitment to delivering innovative insurance solutions that meet the evolving needs of today’s consumers.”

He added that Allianz had made “great strides” in the UK retail market over the past year and said the partnership highlighted the strength of its insurance and claims capabilities.

Retail distribution push

For Asda, the move represents a further expansion of its financial services offering beyond its traditional supermarket operations.

The retailer said the success of its rewards app had highlighted opportunities to use customer engagement and data to offer more tailored insurance products and preferential pricing.

Jenny Maden, head of insurance at Asda, said the partnership would allow the business to improve its insurance proposition and surface “relevant products at the right time”.

She added that Asda Rewards users purchasing directly through Asda would receive guaranteed preferential rates.