Aviva to launch ChatGPT-native app

Aviva is launching a native app within ChatGPT, allowing customers to generate a quote without leaving the interface.

Aviva’s app will be offered through ChatGPT’s App Store, where customers can connect it to their account. The interface replaces the standard form that is usually used to generate quotes, asking them simple questions, before directing them through to the Aviva website where they can complete the purchase.

Set to launch within weeks, the app will launch offering only Aviva’s Signature Home Insurance product, with other lines presumably set to follow later.

The move aims to tap into new customer behaviour, where people will begin researching a purchase through an AI chatbot such as ChatGPT, Gemini or Claude.

Commenting on the new app, Owen Morris, CEO Aviva UK Personal Lines, said: “Customers choose to buy their insurance in many different ways and this app will be a brilliant new addition to Aviva’s existing distribution channels, allowing more customers to access our products when and how they want.

“The app is simple to use, allowing customers to get a home insurance quote with just a few questions. We already compete strongly across all distribution channels, including direct, price comparison websites, brokers and partnerships, and this will now enable customers using LLMs to purchase from us.

“Although use of LLMs in financial services is relatively new, it’s likely we will see more customers adopting this purchase method as behaviour changes and LLMs become more commonplace.”