Lemonade enters UK insurance market via Aviva partnership

Launch comes following France, Germany, Netherlands expansion

Lemonade enters UK insurance market via Aviva partnership


By Terry Gangcuangco

US renters’ insurance provider Lemonade has arrived in the UK by teaming up with British giant Aviva.

“Insurance as we know it hails from the UK, as do I,” said Lemonade co-founder and co-chief executive Daniel Schreiber. “So, both professionally and personally, bringing Lemonade to the UK is a homecoming of sorts. We believe the millions of local renters will appreciate what Lemonade has to offer. After all, who doesn’t want instant, transparent, personalised, and mission-driven insurance?”

Lemonade’s UK entry comes through a partnership with Aviva for contents insurance.

Adam Winslow, CEO of Aviva UK & Ireland general insurance, commented: “We’re excited to be appointed as the long-term partner for Lemonade in the UK. We share a common outlook for how digital, AI (artificial intelligence), and data can transform customer experiences, and the role insurers can play in building stronger communities.

“By joining forces, we can ensure compelling propositions reach a broader range of customers, including renters, an under-served yet growing segment of the UK insurance market. In our 325-year history we have adapted and thrived in a changing world, and our partnership with Lemonade is a marker of our intent to continue just this.”

Prior to the UK expansion, Lemonade forayed into France, Germany, and the Netherlands. The company’s flagship offering was rolled out in the US in 2016.

Schreiber went on to assert: “Pairing Lemonade’s strengths with Aviva’s promises to deliver an insurance that is digitally native, yet rooted in the birth of modern statistics in the 1700s. It’s the best of both worlds, giving people a refreshing experience backed by a company they’ve known and trusted for years.”

Features of the Lemonade contents insurance policy in the UK include up to £100,000 in total coverage, with add-on protection also available. Prospective policyholders can obtain insurance either online or via the Lemonade app.

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