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US Insurance Firm Lemonade Fizzes Into the UK in Aviva Partnership

Lemonade has launched in the UK following a partnership for the US-based insurance firm with UK insurer Aviva. It follows previous launches in France, Germany and the Netherlands.

Founded in 2015, Lemonade offers renters, homeowners, car, pet and life insurance by replacing ‘brokers and bureaucracy’ with ‘bots and machine learning’.

From today, UK residents can get Lemonade contents insurance from any device, as well as file claims and get paid in ‘seconds’. It includes worldwide coverage for individual personal items of up to £2,000 each, total coverage up to £100,000, and no cancellation fees.

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?

“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.”

The partnership

According to Aviva, the companies share a common outlook for how digital, AI and data can transform customer experiences, and the role insurers can play in building stronger communities.

“We’re excited to be appointed as the long-term partner for Lemonade in the UK,” said Adam Winslow, CEO of Aviva UK & Ireland General Insurance. “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.”

Lemonade, which indicated it plans to continue to expand globally, donates leftover premiums to non-profit organisations selected by its customers, supporting causes like equality, climate, and poverty. It is regulated by the Financial Conduct Authority (FCA) and subject to limited regulation by the Prudential Regulatory Authority (PRA) in the UK.



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