Tesco and Aviva launch free life cover for parents
Tesco Insurance and Money Services has launched a Free Parent Life Cover proposition with Aviva, offering £15,000 of free life cover to each parent for every child under 4 for 12 months.
Tesco Insurance and Money Services has launched a Free Parent Life Cover proposition in partnership with Aviva.
The initiative will provide each parent with £15,000 of free life cover for every child under the age of 4, for a period of 12 months.
Research from Tesco Insurance and Money Services found that more than a third of young families remain unprotected, with 62% of parents of under-4s having life insurance.
Tesco said the proposition had been introduced to help address this gap and provide a simple starting point for families considering the role protection can play in supporting their financial futures.
The research also found cost was perceived as a barrier to purchasing life insurance among UK parents, with 30% saying it had actively put them off taking out a policy.
Tesco said the free cover would give shoppers and Clubcard members with young families an accessible way to start considering long-term protection needs.
The proposition will be integrated across the Tesco ecosystem, reaching customers in-store and online. Tesco said 3.4m households with young children shop regularly in its stores each year, with the initiative set to feature in baby and toddler categories and through digital touchpoints.
Tesco will also put in place a wider engagement strategy to support Free Parent Life Cover customers as they adjust to the practical and financial demands of new parenthood.
This will include tools to help families understand their protection needs, personalised communications, and access to Tesco benefits, Clubcard offers and partner content.
Ban Mahsoub, partnerships director at Tesco Insurance and Money Services, said: “We know that becoming a parent is one of life’s most important milestones, but it can also bring new financial responsibilities that many families feel unprepared for.
“Free Parent Life Cover is designed to give parents a simple, no-cost way to start thinking about protection and their financial futures, while offering immediate peace of mind.
“We’ve made it as easy as possible for families to get started, with a quick sign-up process that takes less than two minutes and doesn’t require bank details or medical questionnaires.
“By removing barriers and meeting customers where they already shop with us, we can help more parents take those important first steps towards protecting what matters most; their loved ones.
“It forms part of our wider commitment to making insurance more accessible, relevant and rewarding for Tesco customers, supporting them through key life moments in a way that feels genuinely helpful.”
Daren Boys, protection distribution director at Aviva, said: “This is a significant initiative by Tesco and Aviva to actively engage millions of families with protection insurance and supports our ambition to strengthen financial resilience across UK households by reaching customers through a diverse range of distribution channels.
“At Aviva, we see first-hand how starting a family can reshape priorities. Free Parent Life Cover is about meeting parents in that moment — offering protection in a way that’s simple and easy to take up.
“Through our partnership with Tesco, our aim is to encourage more families get started with protection earlier and to support them in taking positive steps to build their financial resilience, so they can focus on what matters most.”
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