Aviva vs Legal & General: At a Glance
| Feature | Aviva | Legal & General |
|---|---|---|
| Founded | 1696 (one of UK's oldest) | 1836 |
| Claims payout rate (life) | 99.3% | 99.5% |
| Typical pricing | Mid-range to competitive | Frequently cheapest |
| Complexity of health cases | Excellent — flexible underwriting | Good — more rule-based |
| Online quote/apply | Yes | Yes |
| Terminal illness benefit | Included as standard | Included as standard |
| Waiver of premium available? | Yes | Yes |
Premium Comparison
Legal & General is frequently the cheapest provider for straightforward, standard-risk applicants. For a healthy 35-year-old non-smoker arranging £200,000 of level term cover over 25 years, L&G is often £1–£3/month cheaper than equivalent Aviva cover.
Aviva is not always the cheapest for simple cases, but often becomes more competitive when health conditions are involved. Their underwriting team is known for flexibility and willingness to consider unusual or complex cases that some insurers might decline or load heavily.
Policy Features: How Do They Compare?
Life Insurance
Both Aviva and Legal & General offer level term, decreasing term, and whole of life insurance. Both include terminal illness benefit as standard — paying out if you are diagnosed with a terminal illness with a life expectancy of 12 months or less.
Aviva's policies include free access to their Digital GP service and a nurse helpline. Legal & General offer similar added-value services through their Smart Health platform, including unlimited GP consultations, mental health support, and a health check tool.
Critical Illness Cover
Aviva covers 53 conditions and includes a broad range of additional partial payment conditions. Legal & General cover 65+ conditions and are particularly strong on childhood conditions cover, which is included for free on their family life insurance policies.
Income Protection
Both offer income protection with own occupation definitions. Aviva's back-to-work support and rehabilitation benefit is a notable feature. Legal & General's IP policies are competitively priced for office-based occupations.
Claims Payout Rates
Both providers have excellent claims records. In recent years:
- Aviva: Paid 99.3% of all life insurance claims
- Legal & General: Paid 99.5% of all life insurance claims
The marginal difference is not a meaningful distinguishing factor — both are among the UK's most reliable payers.
When to Choose Aviva
- You have a complex health history (Aviva's underwriting is more flexible)
- You want access to digital health services bundled with your policy
- You are a higher-risk applicant (certain occupations, BMI, medical conditions)
When to Choose Legal & General
- You are a standard-risk applicant and want the lowest possible premium
- You want comprehensive critical illness cover with a high condition count
- You are arranging a family policy and want children's CIC included free
Should I Choose Aviva or Legal & General?
The honest answer is: it depends on your specific profile. Neither insurer is universally better — they are strong in different areas. The most reliable way to find the best option for you is to compare both (and all other UK insurers) through a whole-of-market adviser. This comparison takes minutes and is completely free.
Frequently Asked Questions
Legal & General is frequently the cheapest option for straightforward, standard-risk applicants. Aviva can be more competitive when health conditions are involved, due to their more flexible underwriting. The only way to identify the cheapest insurer for your specific profile is to compare the whole market through an independent adviser.
Both have outstanding claims records. Aviva pays around 99.3% of life insurance claims and Legal & General around 99.5%. The marginal difference is not a meaningful deciding factor — both are among the most reliable life insurance payers in the UK market.