Aviva halves quote times with new digital insurance launch

Aviva has gone live with a new insurance proposition on ICE InsureTech’s policy administration platform, a new step in its strategy to modernise systems and strengthen its personal lines offering.

The new proposition, which launched in September 2025, is fully digital and white labelled, enabling tailored journeys across multiple channels.

The move represents Aviva’s first partnership with a software-as-a-service policy administration system, as well as its first use of event-based architecture to allow real-time agility and integration.

Alfie Harvey, personal lines IT business partner at Aviva, said: “This is another pivotal step in transforming our IT landscape and enables further growth potential for Aviva personal lines.

”This is a really exciting time for our customers with a full-service digital offering from day one.”

Springboard for growth

The transformation was delivered in 12 months and has been recognised as a finalist for Project Team of the Year at the UK IT Industry Awards 2025, with winners to be announced on 12 November.

Capabilities of the ICE policy platform include true white labelling, open architecture with microservices, cloud infrastructure via Amazon Web Services and no-code configuration.

According to Aviva, the platform has halved the time it takes customers to receive a quote while reducing IT costs to serve, which is expected to have a positive impact on premiums.

Harvey added that the launch would act as a springboard for Aviva’s growth in the UK affinity market, where technology is seen as a key commercial enabler.

Andrew Passfield, ICE InsureTech chief executive, said: “We’re excited to be Aviva’s partner on this programme, which demonstrates what can be achieved when technology and business focus align.

”Delivering a tier-one transformation of this scale at speed shows how ICE work with leading insurers modernise and unlock commercial growth through innovation.”