Aviva expands ChatGPT app to life insurance applications

Aviva has expanded its ChatGPT app to allow customers to obtain an initial life insurance quote.

The development builds on Aviva’s Chat GPT launch in April which enables customers to receive a quote for its home insurance Signature policy.

Customers can enter their details into the app to generate a quote with their information pre-populated into the Aviva journey. Any customers who wish to proceed with cover will complete their application and purchase on the Aviva website.

The update marks the next phase of Aviva’s collaboration with OpenAI, extending the app’s capabilities to help customers apply for life insurance quickly and easily using Large Language Models (LLMs).

Aviva will continue to monitor how customers engage with the ChatGPT app which will provide rich insight to inform future developments across the protection product range and distribution channels.

Fran Bruce, managing director of protection at Aviva, said: “Following the launch of our home insurance app on ChatGPT, we’re pleased to extend this capability to life insurance.

“While LLMs are still an emerging channel in financial services, we expect adoption to grow as customer behaviours shift and these technologies become more widely used across daily life. This is another step in growing consumer awareness of protection insurance by making our products more accessible to customers in the ways that suit them as part of our broader, diverse distribution strategy.

“As with our home insurance launch, we’ll continue to learn and explore how this approach could be applied more widely.”

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Notes

• We are the UK’s only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
  
  
• We help our 25.2 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  
  
• We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
• Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
• As at 31 December 2025, total Group assets under management at Aviva Group were £454 billion and our estimated Solvency II shareholder capital surplus as at 31 March 2026 was £6.1 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
  
  
• For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us