Zurich vs Aviva Which UK Life Insurer Has Better Reviews
Choosing a life insurance provider is one of the most significant financial decisions you'll make for your family's future. It's a promise that, should the worst happen, your loved ones will have a financial safety net. In the UK, two names tower above the rest: Zurich and Aviva. Both are titans of the industry, with long histories and comprehensive product ranges. But when it comes to the crunch, which one truly offers the best value, service, and reliability?
Deciding between them isn't just about finding the cheapest quote. It’s about understanding the nuances of their policies, the quality of their customer service, the reliability of their claims process, and the real-world value of their additional benefits. Is Aviva’s extensive brand recognition matched by its service? Does Zurich's global prowess translate into a superior customer experience here in the UK?
This is more than a simple comparison; it's a deep dive into what matters most to you and your family. We’ll dissect their core products, from life cover to critical illness and income protection. We'll explore their offerings for business owners and the self-employed. Most importantly, we'll scrutinise what real customers are saying.
WeCovr analyses customer ratings across major providers
Customer reviews and independent ratings are the bedrock of any good comparison. They provide an unfiltered view of an insurer's performance, from the application process to the critical moment of making a claim. At WeCovr, we constantly monitor these ratings to ensure our clients get access to the best providers on the market. Let's see how Zurich and Aviva stack up under the microscope.
We've collated data from the most respected independent sources in the UK: Trustpilot for customer-led reviews, and Defaqto and Fairer Finance for expert, data-driven analysis.
Customer & Expert Ratings Snapshot (Data as of early 2025)
| Rating Provider | Zurich | Aviva | Key Insight |
|---|---|---|---|
| Trustpilot | 4.4 / 5 ('Excellent') | 4.3 / 5 ('Excellent') | Both score very highly, suggesting strong general customer satisfaction. Aviva's reviews cover a wider product range (car, home), while Zurich's are more focused on life & pensions. |
| Defaqto (Life & CIC) | ★★★★★ | ★★★★★ | Both insurers consistently achieve the highest 5-star rating for their comprehensive life and critical illness cover, indicating top-tier policy features. |
| Fairer Finance | Gold Ribbon (Life) | Gold Ribbon (Life) | Both are awarded Gold Ribbons, signifying excellence in customer experience, trust, and transparency. Aviva often scores slightly higher on claims handling. |
What Do These Ratings Mean for You?
On the surface, there's very little to separate them. Both are, without question, premier league insurers. A 5-star Defaqto rating means a policy is one of the most comprehensive on the market. A Gold Ribbon from Fairer Finance shows a company treats its customers fairly and communicates clearly.
The slight differences often lie in the details of the customer reviews:
- Aviva's Trustpilot reviews frequently praise the ease of use of their online portal (MyAviva) and the helpfulness of their UK-based call centres. Some negative reviews mention longer-than-expected waiting times for specific departments.
- Zurich's feedback often highlights the professionalism and knowledge of their support staff, particularly when handling more complex cases or business-related policies. The application process is frequently cited as smooth and efficient.
The key takeaway is that you are unlikely to have a poor experience with either provider. The choice, therefore, comes down to the specifics of their products, their approach to underwriting for your personal circumstances, and the value-added benefits that best suit your lifestyle.
Core Protection Products Compared: A Side-by-Side Look
While ratings give us a measure of service quality, the products themselves are what provide the protection. Let's break down the core offerings from Zurich and Aviva: Life Insurance, Critical Illness Cover, and Income Protection.
Life Insurance
This is the foundation of financial protection. It pays out a lump sum if you pass away during the policy term, providing funds for your family to clear a mortgage, cover bills, or invest for the future.
| Feature | Zurich Life Protection | Aviva Life Insurance Plan | WeCovr's Analysis |
|---|---|---|---|
| Type of Cover | Level, Decreasing, Increasing | Level, Decreasing, Increasing | Both offer the standard types. Decreasing is ideal for repayment mortgages, while Increasing helps combat inflation. |
| Maximum Payout | No upper limit (subject to underwriting) | No upper limit (subject to underwriting) | Both can cater for very high net worth individuals, but the final amount always depends on financial justification and health. |
| Maximum Age | Cover must end by age 90 | Cover must end by age 90 | Standard across the market. Sufficient for most people's needs. |
| Terminal Illness Cover | Included as standard | Included as standard | A crucial feature. Both pay out the full sum assured if you're diagnosed with a terminal illness and have less than 12 months to live. |
| Separation Option | Included | Included | Allows a joint policy to be split into two single policies if a couple separates, without further medical questions. A valuable, often overlooked feature. |
Both Zurich and Aviva provide robust, flexible life insurance policies. The choice often comes down to price and underwriting philosophy. For instance, one insurer might offer better terms for someone with a specific pre-existing medical condition or a high-risk hobby like scuba diving. This is where using a broker like WeCovr is invaluable; we can quickly identify which insurer is likely to view your application most favourably.
Family Income Benefit (FIB)
A variation of life insurance, FIB doesn't pay a single lump sum. Instead, it pays a regular, tax-free monthly or annual income to your family from the time of the claim until the policy's end date. This is excellent for replacing a lost salary and helping with day-to-day budgeting. Both Zurich and Aviva offer this as a payout option on their main life policies.
Real-Life Example: Sarah, a 35-year-old marketing manager with two young children, wants to ensure her family can maintain their lifestyle if she were to pass away. Instead of a £500,000 lump sum, she opts for a Family Income Benefit policy that would pay out £2,500 a month until her youngest child turns 21. This feels more manageable for her partner and directly replaces her take-home pay.
Critical Illness Cover: The Devil is in the Detail
Critical Illness Cover (CIC) is arguably the area with the most significant variation between providers. It pays a lump sum if you are diagnosed with one of a list of specified serious illnesses, such as some forms of cancer, heart attack, or stroke. This money can be a lifeline, allowing you to cover lost income, pay for private treatment, or make adaptations to your home.
Here, the quality of the policy is defined by the number of conditions covered and, more importantly, the definitions of those conditions.
| Feature | Zurich Select | Aviva Upgraded Critical Illness Cover | WeCovr's Analysis |
|---|---|---|---|
| Full Payment Conditions | Approx. 50 core conditions | Approx. 50 core conditions | The core numbers are similar, covering the 'big three' (cancer, heart attack, stroke) and many more. The key is in the definitions. |
| Additional Payments | 24 conditions covered | 43 conditions covered | Aviva has a clear lead here, covering more less-severe conditions for a partial payout (e.g., £25,000 or 25% of the cover). |
| Children's Cover | Included as standard (enhanced option available) | Included as standard (upgraded) | Both offer excellent children's cover, but Aviva's is often praised for its breadth, including birth defect cover and child-specific conditions. |
| Survival Period | 10 days | 10 days | This is the period you must survive after diagnosis for a claim to be valid. 10 days is excellent and an improvement on the older 14 or 28-day clauses. |
| Cancer Definition | Covers all cancers except those of 'lesser potential' | Highly comprehensive definitions | Both have strong definitions, but it's vital to check the wording for specific types of cancer, especially early-stage diagnoses. |
The WeCovr View: While both providers have 5-star Defaqto rated CIC products, Aviva often has a slight edge in the breadth of its additional payment conditions and children's cover. For a client whose primary concern is the most comprehensive critical illness protection possible, Aviva's policy might be the more attractive option. However, Zurich's definitions are robust and their link with their health and wellness services provides excellent preventative support.
A 2024 report by the Association of British Insurers (ABI) highlighted that cancer, heart attack, and stroke remain the three main causes of critical illness claims, accounting for around 80% of all payouts. This underscores the importance of having a policy with clear and fair definitions for these core conditions.
Income Protection: Safeguarding Your Salary
Often described by experts as the most important protection policy of all, Income Protection (IP) pays you a regular monthly income if you're unable to work due to any illness or injury. Unlike CIC, it can cover you for mental health issues, stress, or back problems, which are leading causes of long-term absence from work.
According to the ONS, over 2.8 million people in the UK were economically inactive due to long-term sickness in early 2024, a significant increase in recent years. This statistic alone demonstrates the growing need for a personal financial safety net.
| Feature | Zurich Income Protection | Aviva Income Protection+ | WeCovr's Analysis |
|---|---|---|---|
| Definition of Incapacity | Own Occupation (for most jobs) | Own Occupation (for most jobs) | This is the gold standard. It means you can claim if you cannot do your specific job, not just any job. Both offer this crucial definition. |
| Deferment Periods | 4, 8, 13, 26, 52 weeks | 4, 8, 13, 26, 52, 104 weeks | A wide range from both. The longer the period you can wait, the lower your premium. Aviva's 104-week option can be useful for those with generous employer sick pay. |
| Maximum Benefit | Up to 60% of gross annual income | Up to 60% of gross annual income | A standard market limit, designed to ensure you have an incentive to return to work. |
| Payment Term | Short-term (2 yrs) or Full Term (to retirement) | Short-term (1, 2, 5 yrs) or Full Term (to retirement) | Full-term cover is always recommended as it protects you right up until your chosen retirement age. |
| Linked Claims | Included | Included | If you return to work but the same illness causes you to be off again within 12 months, you don't have to wait through a new deferment period. |
Here, the products are very closely matched. Both Zurich and Aviva offer top-tier, 'own occupation' income protection. The decision may come down to their specific approach to certain occupations (e.g., medical professionals, skilled trades) or their added-value rehabilitation and back-to-work support services.
For tradespeople, nurses, and electricians, a special type of plan called Personal Sick Pay insurance can be a good fit. These often have shorter deferment periods (even from day one) and simpler underwriting, making them accessible and effective for riskier jobs. WeCovr can help compare these specialist plans alongside traditional IP from giants like Aviva and Zurich.
Added Value Benefits: More Than Just a Payout
In today's market, a protection policy is more than just a promise of a future payment. Insurers now compete on the immediate, day-to-day value they can provide to their customers through a suite of health and wellness benefits. This is a key battleground between Zurich and Aviva.
The goal is to help you live a healthier life, potentially reducing the risk of you ever needing to claim.
| Benefit | Zurich Support Services | Aviva DigiCare+ | WeCovr's Analysis |
|---|---|---|---|
| Virtual GP | Yes, 24/7 access | Yes, provided by Square Health | A huge benefit. Get a GP appointment via phone or video, often within hours. Invaluable for getting quick advice and prescriptions. |
| Mental Health Support | Counselling sessions included | Yes, multiple therapy sessions | Both offer crucial support for mental wellbeing, a leading cause of work absence. |
| Second Medical Opinion | Yes, from world-leading experts | Yes, from global specialists | If you're diagnosed with a serious condition, this service allows you to get a second opinion on your diagnosis and treatment plan from a top consultant. |
| Nutrition/Fitness Support | Yes, personalised plans | Yes, nutrition consultations | Helps with preventative health, diet, and exercise planning. |
| Annual Health Check | No | Yes, a yearly check-up | Aviva's inclusion of a free annual health check is a significant, tangible benefit that helps policyholders monitor their health proactively. |
The WeCovr Advantage: While both Zurich and Aviva provide excellent wellness apps, we believe in adding even more value for our clients. That's why every WeCovr customer receives complimentary access to our proprietary AI-powered calorie and nutrition tracking app, CalorieHero. This tool empowers you to take daily control of your diet and health, complementing the services offered by the insurers and demonstrating our commitment to your long-term wellbeing, not just your insurance policy.
For many, Aviva's package, particularly with the inclusion of an annual health check, might seem more comprehensive. However, Zurich's services are deeply integrated and highly regarded for their quality and ease of access. The best choice depends on which benefits you are most likely to use.
Claims, Payouts, and Reliability: The Ultimate Test
An insurance policy is only as good as its promise to pay out. Both Zurich and Aviva have outstanding and transparent track records when it comes to claims.
2024 Claims Statistics (Based on 2023 data)
| Insurer | Life Claims Paid | Critical Illness Claims Paid | Income Protection Claims Paid | Total Paid Out |
|---|---|---|---|---|
| Zurich | 99% | 93% | 94% | Over £770 million |
| Aviva | 99.3% | 92.5% | 93.8% | Over £1.1 billion |
The numbers speak for themselves. The overwhelming majority of claims are paid by both insurers. The small percentage of declined claims are almost always due to two reasons:
- Non-disclosure: The customer did not provide accurate information about their health or lifestyle during the application process.
- Definition not met: The condition claimed for did not meet the specific definition outlined in the policy wording.
This is why honesty during your application and understanding your policy documents are paramount. Working with an adviser at WeCovr helps ensure your application is accurate and that you fully understand the terms of your cover, minimising the risk of a future claim being declined.
For Business Owners, Directors, and the Self-Employed
Protection isn't just for individuals and families; it's a vital tool for business resilience. Both Zurich and Aviva have dedicated business protection departments and products tailored to the needs of entrepreneurs and company directors.
Key Person Insurance
This is essentially life and/or critical illness cover for a crucial member of staff whose death or serious illness would have a severe financial impact on the business. The policy is owned and paid for by the business, and any payout goes directly to the business to help cover lost profits, recruit a replacement, or clear debts. Both Zurich and Aviva are market leaders in this space, offering high levels of cover and expert underwriting for complex cases.
Relevant Life Plans
A tax-efficient way for a limited company to provide death-in-service benefits for an employee or director. It's set up as a single-life policy but paid for by the business. The premiums are typically an allowable business expense, and it doesn't count towards the employee's annual pension allowance. This is a highly popular product offered by both insurers.
Executive Income Protection
Similar to personal income protection, but it's owned and paid for by the business on behalf of a director or key employee. Premiums are a business expense, and the benefits can be paid to the business to then distribute as income via PAYE. This ensures a director continues to receive an income if they're off sick long-term. Zurich and Aviva both offer strong Executive IP plans, with 'own occupation' definitions and a range of features tailored to business needs.
The WeCovr Verdict for Businesses: Both insurers are excellent choices for business protection. Zurich often has a reputation for handling very large, complex cases and high-net-worth directors with particular skill. Aviva's strong brand and easy-to-use digital tools can make the process very smooth for small to medium-sized enterprises (SMEs). The best choice depends on the specific structure of your business, the key individuals to be insured, and your budget.
The WeCovr Verdict: Which Insurer is Right for You?
After an exhaustive comparison, it's clear why Zurich and Aviva are two of the UK's most trusted insurers. There is no single "winner" because the "best" provider is entirely dependent on your unique circumstances, priorities, and budget.
To help you decide, here is our summary based on different customer needs:
- If you prioritise the most comprehensive Critical Illness Cover: Aviva often has the edge. Their higher number of additional payment conditions and broad children's cover provide an extra layer of protection for a wider range of scenarios.
- If you are a business owner or high-net-worth individual: Zurich is a formidable choice. Their expertise in underwriting complex financial situations and high-value policies is well-established in the market.
- If you value a seamless digital experience and tangible annual benefits: Aviva's MyAviva portal and the inclusion of an annual health check in their DigiCare+ app are compelling features that add immediate value.
- If you want solid, all-round protection with excellent support services: Zurich's core products are top-tier, and their integrated support services for mental health, rehabilitation, and medical opinions are of exceptional quality.
- If you have a specific health condition or a high-risk job: The choice is impossible to make without a personalised assessment. One insurer may offer standard rates while the other might increase the premium or add an exclusion. This is where professional advice is non-negotiable.
Ultimately, the choice between Zurich and Aviva is a good problem to have. You are choosing between two of the best providers in the UK. The most crucial step is not picking a brand name, but tailoring a policy to your exact needs.
At WeCovr, we don't just give you quotes. We get to know your circumstances, understand your financial goals, and then search the entire market – including Zurich, Aviva, and many other excellent insurers like Legal & General, Royal London, and LV= – to find the policy that offers you the right protection at the most competitive price.
Getting protected is a vital step. Let us help you take it with confidence.
Frequently Asked Questions (FAQs)
Are Aviva and Zurich policies expensive?
Do I need a medical exam to get cover with Zurich or Aviva?
Can I have policies with both Aviva and Zurich?
What is Gift Inter Vivos insurance and do they offer it?
How do I choose between a joint policy and two single policies?
Why life insurance and how does it work?
What is Life Insurance?
Life insurance is an insurance policy that can provide financial support for your loved ones when you or your joint policy holder passes away. It can help clear any outstanding debts, such as a mortgage, and cover your family's living and other expenses such costs of education, so your family can continue to pay bills and living expenses. In addition to life insurance, insurance providers offer related products such as income protection and critical illness, which we will touch upon below.How does it work?
Life insurance pays out if you die. The payout can be in the form of a lump sum payment or can be paid as a replacement for a regular income. It's your decision how much cover you'd like to take based on your financial resources and how much you'd like to leave to your family to help them deal with any outstanding debts and living expenses. Your premium depends on a number of factors, including your occupation, health and other criteria.The payout amount can change over time or can be fixed. A level term or whole of life policy offers a fixed payout. A decreasing term policy offers a payout that decreases over the term of the cover.
With critical illness policies, a payout is made if you’re diagnosed with a terminal illness with a remaining life expectancy of less than 12 months. While income protection policies ensure you can continue to meet your financial commitments if you are forced to take an extended break from work. If you can’t work because you’ve had an accident, fallen sick, or lost your job through no fault of your own, income protection insurance pays you an agreed portion of your salary each month.
Income protection is particularly helpful for people in dangerous occupations who want to be sure their mortgage will always be covered. Income protection only covers events beyond your control: you’re much less likely to be covered if you’re fired from your job or if you injure yourself deliberately.
Questions to ask yourself regarding life insurance
Just ask yourself:👉 Who would pay your mortgage or rent if you were to pass away or fall seriously ill?
👉 Who would pay for your family’s food, clothing, study fees or lifestyle?
👉 Who would provide for the costs of your funeral or clear your debts?
👉 Who would pay for your costs if you're unable to work due to serious illness or disability?
Many families don’t realise that life, income protection and critical illness insurance is one of the most effective ways to protect their finances. A great insurance policy can cover costs, protect a family from inheriting debts and even pay off a mortgage.
Many would think that the costs for all the benefits provided by life insurance, income protection insurance or critical illness insurance are too high, but the great news is in the current market policies are actually very inexpensive.
Benefits offered by income protection, life and critical illness insurance
Life insurance, income protection and critical illness insurance are indispensable for every family because a child loses a parent every 22 minutes in the UK, while every single day tragically 60 people suffer major injuries on the UK roads. Some people become unable to work because of sickness or disability.Life insurance cover pays out a lump sum to your family, loved ones or whomever you choose to get the money. This can be used to secure the financial future of your loved ones meaning they would not have to struggle financially in the event of your death.
If it's a critical illness cover, the payout happens sooner - upon diagnosis of a serious illness, disability or medical condition, easing the financial hardship such an event inevitably brings.
Income protection insurance can be very important for anyone who relies on a pay check to cover their living costs, but it's especially important if you’re self-employed or own a small business, where your employment and income is a bit less stable. It pays a regular income if you can't work because of sickness or disability and continues until you return to paid work or you retire.
In a world where 1 in 4 of us would struggle financially after just four weeks without work, the stark reality hits hard – a mere 7% of UK adults possess the vital shield of income protection. The urgency of safeguarding our financial well-being has never been more palpable.
Let's face it – relying on savings isn't a solution for everyone. Almost 25% of people have no savings at all, and a whopping 50% have £1,000 or less tucked away. Even more concerning, 51% of Brits – that's a huge 27 million people – wouldn't last more than one month living off their savings. That's a 10% increase from 2022.
And don't even think about state benefits being a safety net. The maximum you can expect from statutory sick pay is a mere £109.40 per week for up to 28 weeks. Not exactly a financial lifeline, right?
Now, let's tackle a common objection: "But I have critical illness insurance. I don't need income protection too." Here's the deal – the two policies apply to very different situations. In a nutshell:
- Critical illness insurance pays a single lump sum if you're diagnosed with or undergo surgery for a specified potentially life-threatening illness. It's great for handling big one-off expenses or debts.
- Income protection, on the other hand, pays a percentage of your salary as a regular payment if you can't work due to illness or injury. It's the superhero that tackles those relentless monthly bills.
Types of life insurance policies
Common reasons for getting a life insurance policy are to:✅ Leave behind an amount of money to keep your family comfortable
✅ Protect the family home and pay off the mortgage in full or in part
✅ Pay for funeral costs
Starting from as little as a couple of pounds per week, you can do all that with a Life Policy.
Level Term Life Insurance
One of the simplest forms of life insurance, level term life insurance works by selecting a length of time for which you would want to be covered and then deciding how much you would like your loved ones to receive should the worst happen. Should your life insurance policy pay out to your family, it would be in a lump sum amount that can be used in whatever way the beneficiary may wish.
Decreasing Term Life Insurance
Decreasing term life insurance works in the same way as level term, except the lump sum payment amount upon death decreases with time. The common use for decreasing term life cover is to protect against mortgage repayment as the lump sum decreases along with the principal of the mortgage itself.
Increasing Term Life Insurance
Increasing term life insurance aims to pay out a cash sum growing each year if the worst happens while covered by the policy. With increasing term life cover amount insured increases annually by a fixed amount for the length of the policy. This can protect your policy's value against inflation, which could be advantageous if you’re looking to maintain your loved ones’ living standards, continue paying off your mortgage in line with its repayment schedule and cover your children’s education fees.
Whole of Life Insurance
Whereas term life insurance policies only pay out if you pass away during their term, whole of life insurance pays out to your beneficiaries whenever this should happen. The most common uses for whole life insurance are to cover the costs of a funeral or as a vehicle for your family's inheritance tax planning.
Family Income Benefit
Family income benefit is a somewhat lesser-known product in the family of life insurance products. Paying out a set amount every month of year to your beneficiaries, it is the most cost-effective way of maintaining your family's living standards to an age where you'd expect them to be able to support themselves financially. The most common use would be for a family with children who are not working yet so are unable to take care of themselves financially.
Relevant Life Insurance
Relevant Life Insurance is a tax-efficient policy for a director or single employee. A simple level term life insurance product, it is placed in a specific trust to ensure its tax efficiency. The premiums are tax deductible and any benefit payable should a claim arise is also paid out tax free, which makes it an attractive product for entrepreneurs and their businesses.
Important Fact!
We can look at a more suitable option mid-term!
Why is it important to get life insurance early?
👉 Many people are very thankful that they had their life, income protection, and critical illness insurance cover in place before running into some serious issues. Critical illness and income protection insurance is as important as life insurance for protecting your family's finances.👉 We insure our cars, houses, bicycles and even bags! Yet our life and health are the most precious things we have.
Easily one of the most important insurance purchases an individual or family can make in their lifetime, the decision to buy life, income protection, critical illness and private medical health insurance can be made much simpler with the help of FCA-authorised advisers. They are the specialists who do the searching and analysis helping people choose between various types of life insurance policies available in the market, including income protection, critical illness and other types of policies most suitable to the client's individual circumstances.
It certainly won't do any harm if you speak with one of our experienced FCA-authorised insurance partner experts who are passionate about advising people on financial matters related to life insurance and are keen to provide you with a free consultation.
You can discuss with them in detail what affordable life, income protection, critical illness or private medical health insurance plan for the necessary peace of mind they would recommend! WeCovr works with some of the best advisers in the market.
By tapping the button below, you can book a free call with them in less than 30 seconds right now:
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WeCovr is an insurance specialist for people valuing their peace of mind and a great service.👍 WeCovr will help you get your private medical insurance, life insurance, critical illness insurance and others in no time thanks to our wonderful super-friendly experts ready to assist you every step of the way.
Just a quick and simple form and an easy conversation with one of our experts and your valuable insurance policy is in place for that needed peace of mind!