Following a beta test earlier this year, Aviva UK has formally re-entered the usage-based insurance market with the launch of Aviva Drive.
The company, which suspended its Norwich Union-branded telematics program in 2008, says that several drivers who used the beta version of the app have already signed up for the coverage.
The app measures acceleration, braking and cornering. At 200 miles, an individual driving score is used to calculate an up to 20% premium discount. After the beta test, Aviva used customer feedback to add social media sharing capabilities to the app, as well as more driver tips.
Steve Treloar, Aviva's retail director, recommends that more women — who are expected to face higher auto insurance premiums under a new E.U. directive — could benefit from using the product.
"Aviva Drive can benefit safer drivers regardless of age or gender," he says in a statement. "Our test phase also showed that the average driving score was 5.6 and that women are less likely to download and use the app than men. We would call on safer women drivers to try out the Aviva Drive app as we believe it could reduce their premiums which would be helpful, particularly with the EU Gender Directive coming in to force next month.