Life insurance broker Reassured has added Aviva to its protection provider panel.
From 1 February Reassured customers will be able to get a quote for and purchase life and critical illness (CI) insurance policies from Aviva.
Reassured said it was the beginning of a three year strategic partnership between Reassured and Aviva including an exclusive, bespoke service and support agreement with the insurer.
Phil Jeynes, director of corporate strategy at Reassured, said: “At the heart of this partnership is the ambition to protect as many consumers as possible.
“The senior team at Aviva have worked hard over the last several months to deliver a strategic partnership which meets the needs of Reassured and our customers.
“This show of intent is testament to Reassured’s incredible growth over the last 13 years and forms part of our strategy to continue developing and innovating our offering to make sure everyone has access to the financial safety net and peace of mind which life insurance can bring.”
Fran Bruce, managing director of protection at Aviva, (pictured) added: “Our number one priority as a protection business is to help improve the financial resilience of UK households and to offer customers choice in how they purchase our protection policies.
“We’re delighted that this partnership with Reassured will help us achieve this common ambition. The new agreement builds on the strength of our core proposition and means that we can make life and critical illness insurance available to more customers.”
She added that the firms had a “shared commitment to simplifying and digitising customer journeys”.