Aviva modularises suite of commercial insurance products

Aviva has announced changes to its commercial combined insurance propositions, aimed at introducing a “modular approach” which will allow brokers to “choose the covers their customers need, without unnecessary complexity”.

The firm said that a series of covers – within its employers’ liability, public and products liability, contents and stock, legal expenses and money insurance products – had been made optional, allowing customers to better specify the protection they require.

Aviva said the changes represented the completion of its “transition from a traditional packaged policy to a flexible digital product”.

Chris Whiting, head of SME optimisation at Aviva, said: “Completing the transformation of our commercial combined product is a significant step forward in how we support brokers.

”It gives them a fully flexible, modern policy that can be built around each client’s unique needs.”

Step forward

The firm stated that since the beginning of the modularisation efforts in August 2025, more than 30% of new business and renewals policies had made use of the modular cover selection options.

It also reported that this had resulted in a “strong uplift in quote rates”, as well as a 32% increase in conversion and improved customer retention.

“We’ve seen fantastic engagement from brokers throughout this journey and that momentum is reflected in our improved conversion rates and positive broker sentiment.

“As businesses continue to evolve, brokers need confidence that they can choose the right covers quickly and easily, whether trading digitally or with the support of our underwriting team. And that’s exactly what our fully flexible commercial combined proposition and our hybrid trading model are designed to deliver.”