Aviva Life Insurance Review (2025): Plans, Benefits, & Claim Experience

When it comes to life insurance, most people focus on one number: the claim settlement ratio. Aviva Life Insurance checks that box with a substantial number, on par with the industry’s average of 98% or higher. But the CSR doesn’t tell the whole story. Despite its high claim settlement, Aviva also records a higher-than-average volume of customer complaints. So, how does it stack up? Let’s take a closer look. 

Overview

About Aviva Life Insurance Company

Aviva Life Insurance, a joint venture between Aviva Plc, a UK-based insurance group, and Dabur Invest Corp, one of India’s oldest and most respected business houses, has carved a niche in the Indian market with a strong emphasis on term and protection-based products. While it offers a relatively standard range of life insurance solutions, including term plans, savings, and endowment products, as well as ULIPS, its real strength lies in claim settlement.  Aviva has consistently demonstrated strong performance in this area, as visible in the overall claim ratios. However, this isn’t the whole story. Despite its efficient claim handling, Aviva’s customer experience record is less consistent. It reports around 149 complaints per 10,000 claims, a figure higher than many of its peers.  While some level of dissatisfaction is standard across the industry, this number suggests that Aviva has more work to do in terms of service quality and complaint resolution.

This review breaks down Aviva's key strengths and potential red flags across multiple data-backed metrics.

Pros and Cons of Aviva Life Insurance

Now that we’ve seen the pros and cons of Aviva’s offerings, let’s dive into the actual numbers behind its performance to understand how it compares on key metrics.

Aviva Life Insurance Customer Reviews

Metrics of Aviva Life Insurance

Here’s a breakdown of Aviva Life Insurance’s performance across key customer-focused metrics, based on our analysis:

Note: We’ve used a 3-year dataset to compare the insurer’s performance against industry average metrics, ensuring consistency and a fair benchmark.

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Let’s begin by evaluating the most critical metric for any life insurer: its Claim Settlement Ratio, which reflects how reliably claims are honored.

Claim Settlement Ratio of Aviva Life Insurance

The Claim Settlement Ratio (CSR) is a critical indicator of how reliably an insurer honours claims. It’s calculated as:

CSR= (Total number of claims settled by an insurer/ Total number of claims raised in the year)*100

This metric helps you gauge the probability of your nominee’s claim being approved in the event of an unfortunate incident. CSR includes claims settled in the current year, including carry-forward claims from previous years, but excludes pending or rejected ones.

Here’s how you can interpret a company’s CSR

Insight: Aviva’s consistently high claim settlement ratio of above 98% reflects its strong ability to honor claims reliably over the past three years. This suggests that the insurer has a solid track record in processing and settling claims. However, it’s worth noting that Aviva operates at a lower business volume as compared to larger insurers. Maintaining a high CSR is generally more manageable at this scale, unlike insurers handling significantly higher claim volumes, averaging more than 15,000 crores, where operational complexity can impact CSR performance. 

However, while CSR is an encouraging indicator, it does not always guarantee a great customer experience. Factors such as service quality, ease of claim filing, and the speed of complaint resolution, especially given Aviva’s higher complaint volume, are equally important. We recommend using CSR as a starting point, but also consider other key metrics, such as the amount settled, complaint volume, and product suitability, before choosing a plan.

Amount Settlement Ratio of Aviva Life Insurance

While the Claim Settlement Ratio (CSR) indicates the percentage of claims an insurer approves, it doesn’t reveal the proportion of the total claim amount paid.  In the context of term insurance, where claims are usually settled in full or not at all, the Amount Settlement Ratio (ASR) helps us assess how consistently insurers pay out the full sum assured.

The formula for calculating the ASR is:

ASR = (Amount Settled / Total Amount of Claims Received) x 100

This ratio indicates the percentage of the claimed amount that the insurer is honoring, helping to understand whether the insurer is equally honoring large-value claims alongside small ones. 

Here’s how you can interpret the company’s ASR:

Insight: Aviva Life Insurance has consistently maintained a high Amount Settlement Ratio over the past three years, averaging 98.8%. This suggests that the company not only settles a majority of claims but also doesn’t differentiate between small and large value ones. This high ASR shows that Aviva is less likely to reduce or reject claims due to technicalities or excessive scrutiny, a reassuring sign for policyholders seeking financial protection without hassle.

Strong settlement ratios are encouraging, but they don’t tell the whole story. To get a complete picture, we also need to look at Aviva’s complaint volume.

Complaint Volume of Aviva Life Insurance

When choosing a term insurance provider, most people focus on claim settlement metrics; however, complaint volume is also an equally important indicator. It reflects the insurer’s ability to deliver a seamless customer experience, from policy issuance to servicing and, ultimately, claims. A high complaint volume may signal delays, unclear communication, hidden charges, or service inefficiencies, all of which can become critical during emergencies. 

Aviva has experienced fluctuations in its customer complaint volume over the past three years, which can offer insight into its service quality and customer support experience. Here’s a look at the complaint volume per 10,000 claims.

Insight: Aviva’s average complaint volume, 149 complaints per 10,000 claims, is on the higher side, and the recent uptick after a brief improvement signals inconsistency in post-sale service. While their claim settlement track record is otherwise strong, the friction often comes after the claim is filed, such as delayed responses, excessive follow-ups, or complex documentation. For a family already navigating a difficult time, this can quickly turn into a frustrating experience. At Ditto, we’ve noticed that customers who prioritize stress-free claim handling often opt for insurers with a lower complaint volume, even if premiums are slightly higher.

Now that we’ve covered how Aviva performs on claims and service, let’s explore what their actual insurance plans offer.

Aviva Life Insurance Plans Overview

Aviva Life Insurance offers a range of term and investment-linked plans designed to meet diverse financial needs, including protection, savings, and wealth creation. Known for its customer-centric approach, Aviva combines flexible features with long-term financial security.

Aviva’s term plans are best suited for individuals seeking affordability, flexible payouts, and critical illness coverage without overcomplicating things. While not packed with every feature under the sun, these plans are practical, focused, and deliver value for money. For those with simple protection needs and confidence in traditional claim settlement, Aviva’s offerings tick many of the right boxes. Remember to carefully evaluate rider options and factor in service quality expectations when making a decision.

In short, Aviva’s term plans offer flexible and affordable protection options with critical illness coverage; however, their product range is limited.

Why Choose Aviva Life Insurance?

Choosing a term insurer is about trust, value, and long-term reliability. Aviva Life Insurance, although not the most significant player in the market, brings specific strengths that make it a worthy contender, especially for those seeking customizable and cost-effective term plans.

1) Long Track Record

Operating in India since 2000, Aviva has over two decades of experience in the life insurance sector, showing long-term stability.

2) High Claim Settlement Ratio

Aviva maintains a strong claim settlement ratio, instilling confidence that legitimate claims are honored swiftly, a crucial factor when choosing a term insurer.

3) Modest Market Presence

While Aviva has been around for years, it has not scaled up as aggressively as some peers. This can result in limited physical presence or brand recall in certain regions.

4) Customizable Plans

Aviva offers flexibility with riders such as critical illness and waiver of premium, allowing policyholders to tailor their plans to meet individual needs.

5) Affordable Premiums

Aviva’s term plans are competitively priced, offering a good mix of affordability and features, especially for young policyholders or first-time buyers.

Despite these reasons, Aviva Life Insurance struggles to keep pace with larger, more established insurers in key areas such as customer service, digital experience, and overall responsiveness. Yes, the claim settlement track record is solid, but that alone doesn’t make it stand out in today’s market. In a space where better, more efficient, and digitally-savvy players are available, Aviva may fall short. If you're looking for reliability and smooth service, there are simply better insurers that deserve your attention.

To sum it up, Aviva combines a long-standing market presence and high claim reliability, making it suitable for those who prioritize dependable protection over digital convenience. Now, let’s look at the selection of optional riders Aviva Life Insurance provides to strengthen your coverage further.

Available Riders

Aviva Life Insurance allows policyholders to enhance their base cover with optional riders. These add-ons provide additional protection against specific risks, making the overall policy more comprehensive and tailored to individual needs.

1) Critical Illness Rider

Offers a lump sum upon diagnosis of specified critical illnesses (like cancer, heart attack, stroke). This helps cover treatment costs and income loss during the recovery period.

2) Waiver of Premium Rider

Waives all future premiums if the policyholder becomes critically ill or disabled. This ensures policy continuity even when one can't afford to pay premiums due to health setbacks.

3) Accidental Death Benefit Rider

Provides an additional lump sum payment if the insured dies as a result of an accident. This is especially useful for individuals in high-risk professions or those who frequently travel.

Riders from Aviva offer valuable enhancements to standard coverage, addressing real-life risks beyond just death. By carefully selecting suitable riders, policyholders can customize their term plans to match their unique protection needs.

Since you need to pay extra for these add-ons or riders, you may feel that they’re not worth it. However, that’s not the case. Riders play a significant role in providing comprehensive coverage and are sometimes necessary. Regarding Aviva Life Insurance, its selection strikes most of the right notes, particularly the waiver of premium and critical illness riders, which add tremendous value. If you have a family history of health issues or work in a physically demanding job, riders can be the difference between basic protection and truly comprehensive coverage.

To conclude, Aviva’s riders enhance base policies by covering critical illness and offering premium waivers, enabling tailored protection to meet diverse needs. Once you’ve selected the right plan and riders, the next step is buying the policy. Thankfully, Aviva’s process is designed to be simple and digital.

How to Buy Aviva Life Insurance?

Purchasing an Aviva life insurance policy is a straightforward and primarily digital process, designed for convenience and efficiency. Whether you're buying directly from Aviva or through an aggregator platform, the steps are straightforward.

Buying life insurance should be simple and transparent. Aviva’s mostly digital process makes application straightforward, but consulting a certified advisor can ensure you choose the plan and riders that truly match your needs and budget. At Ditto, our complimentary 30-minute consultations help you cut through the jargon and make informed decisions with confidence. Book a call now!

1) Fill in Basic Details

Begin by entering your personal information, including age, gender, smoking status, and coverage amount, on Aviva’s official website.

2) Compare Plans and Premiums

Once the basic info is submitted, you'll see plan options with premium quotes. Compare features, riders, and benefits to select the plan that best suits your needs and budget.

3) Upload Required Documents

Upload scanned copies of the following documents: ID proof, address proof, income documents, and age proof to proceed with the application.

4) Pay Premium and Activate Policy

After submitting the documents and undergoing any required medical tests, pay the premium online. Upon verification, your policy will be issued and activated.

Aviva’s mostly digital buying process is straightforward, but guided help from Ditto can make selection easier and smarter.

Documents Required to Buy a Policy from Aviva Life Insurance

To ensure a smooth policy issuance process, Aviva requires applicants to submit a standard set of documents. These help verify identity, financial eligibility, and insurability.

1) ID Proof

Accepted documents include an Aadhaar card, a PAN card, or a Passport. These confirm the applicant’s identity and are mandatory for KYC compliance.

2) Address Proof

Documents such as utility bills (electricity or water), Aadhaar card, or bank statements can be used to verify your current residential address.

3) Income Proof

Aviva may request salary slips, Income Tax Returns (ITR), or Form 16 to assess your financial profile and determine your eligibility for higher coverage amounts.

4) Age Proof

A birth certificate, a Passport, or a Driving License is valid to confirm your age, which directly impacts your premium and coverage eligibility.

5) Medical Reports (if required)

For high sum assured policies or older applicants, medical examinations may be required. Reports from authorized diagnostic centers must be submitted if requested.

Having the correct documents ready helps streamline the policy purchase process with Aviva. While most paperwork is standard, additional medical forms may be required depending on age and coverage amount. Now that we have that covered, let’s look at the standard exclusions you should be aware of before finalizing your decision.

Exclusions in Term Insurance

Like most term insurance providers, Aviva includes specific standard exclusions in its policies, situations where the insurer is not liable to pay the claim. Being aware of these helps avoid surprises during the claim settlement process.

1) Suicide Within 12 Months

If the policyholder dies by suicide within the first 12 months of policy inception, only the premiums paid (or surrender value, if any) are returned. This is a standard exclusion that applies to all term plans.

2) Death Due to Adventure Sports

Deaths resulting from high-risk activities like skydiving, bungee jumping, or scuba diving are typically excluded unless explicitly covered after disclosure..

3) Undisclosed Pre-existing Conditions

Insurers deny claims if the policyholder had a pre-existing illness that was not disclosed at the time of purchase. Full medical disclosure is essential.

4) Alcohol or Drug-related Deaths

If the policyholder’s death occurs due to substance abuse or while under the influence of alcohol/drugs, the claim may be rejected.

5) Death Due to Criminal or Illegal Activities

If the policyholder dies while participating in criminal acts or illegal activities, such as theft, rioting, or acts of terrorism, the claim is likely to be denied. Insurers typically exclude coverage for deaths arising from unlawful conduct.

These exclusions are not unique to Aviva and are common across most term insurance policies in India. Reading the policy document carefully and making complete disclosures can help avoid claim rejections. Understanding exclusions enables you to avoid surprises, but expert advice can also make a significant difference. This is where Ditto can help you out.

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Conclusion

Aviva Life Insurance stands out as a reliable option for policyholders seeking strong claim settlement performance alongside flexible term plans. The Aviva life insurance company offers straightforward, affordable coverage with key features like critical illness and waiver of premium riders. While its product range may be limited and customer service inconsistent, Aviva’s consistently high claim settlement ratio and settlement amount ratio demonstrate its financial reliability.

Key Takeaways:

• Strong Claim Settlement Record: Aviva consistently honors the majority of legitimate claims, providing reliability when it matters most.
• Flexible and Affordable Plans: The Aviva life insurance policy details highlight customizable plans that offer valuable protection without overwhelming costs.
• Customer Service Considerations: Despite solid claim metrics, Aviva faces service quality issues, including a higher volume of complaints and limitations in digital support, which may affect the overall customer experience. 

If you want to save time and get personalized guidance on whether Aviva insurance fits your needs, consider booking a free 30-minute consultation with Ditto’s certified advisors. With no spam and no sales pressure, Ditto helps simplify your insurance decision, enabling you to make an informed choice more quickly.

Disclaimer

The details, facts, or figures given here are intended solely for the reader's informational purposes and should not be relied upon for personal, medical, legal, or financial decisions. Please visit the insurer's website for the most up-to-date information. We do not endorse any particular insurance company or insurance product provided by any insurer.