Aviva to launch eTraded contractors’ combined product in May 2026

Insurer Aviva has confirmed that it is adding to its eTraded product suite this year, including the creation of a new contractors’ combined proposition that will go live on its Fast Trade extranet and across software house partners in May 2026.

According to Rebecca Gambrell, Aviva’s managing director for SME and delegated authorities (DA), the “fully fledged” contractors’ combined offering will include the “basic” cover elements that typically feature in a tradespeople or self-employed policy, but it will also feature “the liability aspects from [a] commercial combined [product] as well”.

Gambrell told Insurance Times: “We’ve had a lot of good conversations with brokers about the need for that sort of product in the market. So, [we are] really looking forward to being able to launch that.”

Other eTrade related updates that Aviva is introducing this year include “refreshes” within its specialty and financial lines products that are digitally traded, primarily centred around professional indemnity provision. Any amendments will be effective from April 2026, Gambrell said.

Delivering commercial combined

These evolutions to Aviva’s eTraded product range builds on the insurer’s work across 2025 to revamp its digitally traded commercial combined proposition from a typical package-based offering into a flexible, modular policy that enables brokers to pick and mix elements of cover that best suit their clients’ needs.

Aviva’s online commercial combined product provides property and liability cover of up to £10m of turnover for manufacturing, wholesale, retail, services and leisure businesses.

The core pillars of this cover include public liability, employers’ liability, stock and contents. However, the new modular format facilitates access to a range of optional additional covers that brokers can select to tailor clients’ eTraded policies.

For example, brokers can now add buildings cover, business interruption, computer breakdown, stock in the open, loss of licence, engineering breakdown, goods in transit and personal accident insurances, to name a few.

The new contractors’ combined product will also be able to be bolted on once launched.

Gambrell confirmed that Aviva has “largely delivered that modularised journey” to transform its digital commercial combined product, with the “final large release” taking place in January 2026 to split out the product’s contents and stock element into an individual module.

The only outstanding “small section of cover” to be turned into a module is money insurance, which will be finalised in March 2026.

Gambrell continued: “What [the updated policy format] has enabled us to deliver for our brokers and customers is a truly flexible product, which means they can build up coverage for the customer that’s relevant and has value.

“We’ve seen a really good response to that in terms of both growth and conversion, but also from a sentiment perspective as well.”

For example, comparing 2025’s H1 and H2 – as more components of Aviva’s commercial combined digital offering became modularised – the insurer recorded a double digit increase in the product’s conversion rate, saw a bolstered retention rate and noted that around 15% of all policy inceptions and renewals incorporated tailored cover options using the new modules.

For Gambrell, this project signified “a really fantastic delivery focused on providing the customer with the cover that they need”.

She added: “[This] was a really fantastic delivery focused on providing the customer with the cover that they need and the flexibility that they need for their businesses – particularly as businesses have evolved quite significantly over the last five or so years.

“[Aviva has had] a fantastic response to [the product updates] and that will only build [following] the releases throughout [2025].”

Visible and responsive service

Gambrell noted that Aviva “will continue to invest in” its eTraded commercial combined product, listening to “broker feedback, what they want to see and what their customers need”.

She added: “We continue to listen to that and build on it, whether that will be expansion in terms of limits or the complexity of risks that we can put on that product. But, absolutely, we will continue to invest and listen to what our brokers and customers need.”

This mentality aligns with Aviva’s “strategic ambition” to “be more visible, more responsive and to deliver flawlessly for our brokers”, Gambrell continued.

She explained: “The way that that manifests itself will be in our investment in service, in our investment in our people and our investment in our products and propositions.

“We are very much focused on being able to respond to customer needs and being able to respond to our broker needs, whatever that looks like.

“We’re guided and shaped, particularly in the digital world, around broker feedback, what they need and what they want. [Brokers can] expect a real focus on that strategic ambition [from Aviva for 2026], to be responsive, to deliver and create really good customer outcomes.”