Lemonade looks to disrupt UK market with Aviva tie-up

Insurance disruptor Lemonade is entering the UK market through a long-term strategic partnership with Aviva.

The start-up, which defines itself as “trustworthy insurance with purpose”, is now offering its Lemonade Contents insurance to UK residents.

Lemonade uses AI to automate key processes, making it quicker to get a quote, purchase contents insurance, file a claim and get paid through a smartphone.

The company is also known for its focus on social impact, with leftover premiums donated to non-profit organisations selected by customers.

Founded in the US in 2015, the company has also launched in France, Germany and the Netherlands.

Daniel Schreiber, Lemonade co-CEO and co-founder, said: “Insurance as we know it hails from the UK, as do I. 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?”

Adam Winslow, CEO of Aviva UK & Ireland General Insurance, said: “We share a common outlook for how digital, AI 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.

“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.”