Choosing the right life insurance policy is one of the most important financial decisions you'll ever make. It’s a promise to your loved ones that they will be financially secure, even if the worst should happen. In the crowded UK insurance market, two names stand head and shoulders above the rest: Aviva and Legal & General.

Both are titans of the industry, trusted by millions of families and businesses across the country. But when you look beyond the brand names, their policies, features, and overall value propositions have distinct differences. Making the right choice between them isn't just about finding the cheapest quote; it's about understanding which insurer's offering best aligns with your unique needs, health, and lifestyle.

This is where we come in. As expert protection advisers, we at WeCovr spend our days delving into the intricate details of policies from all major UK insurers. We're here to cut through the noise and provide a clear, comprehensive, and unbiased comparison to help you decide.

WeCovr’s expert comparison of Aviva and Legal & General life policies to help you choose wisely

In this definitive 2025 guide, we will dissect the core offerings of Aviva and Legal & General. We'll compare their life insurance, critical illness cover, and income protection policies, explore their value-added benefits, and examine their track records on what matters most: paying claims. Let’s begin.

A Tale of Two Giants: Who are Aviva and Legal & General?

Before we dive into the policy details, it's helpful to understand the companies behind them. Their history and scale speak volumes about their stability and experience.

Aviva: A household name in the UK, Aviva's roots trace back over 325 years to the Hand in Hand Fire & Life Insurance Society, founded in 1696. Today, it's the UK's largest general insurer, providing protection, savings, and retirement solutions to millions. Aviva is known for its comprehensive approach, often bundling extensive wellness benefits with its policies to promote a healthier lifestyle for its customers.

Legal & General (L&G): Founded in 1836, Legal & General is another FTSE 100 powerhouse. It has grown to become one of the UK's leading providers of life insurance, pensions, and investment management. L&G has built a formidable reputation for providing straightforward, reliable, and often highly competitive protection products. They are frequently a go-to for advisers seeking solid, no-fuss cover for their clients.

Both companies are financially robust, heavily regulated by the Financial Conduct Authority (FCA) and the Prudential Regulation Authority (PRA), and have exceptional track records for paying claims. You can be confident that a policy with either is built on a solid foundation. The real difference lies in the detail.

Core Life Insurance: A Head-to-Head Comparison

Life insurance, in its purest form, pays out a lump sum if you pass away during the policy term. It's designed to clear a mortgage, cover family living costs, or leave an inheritance. Both Aviva and L&G offer the main types of term life insurance.

Level Term Assurance

This is the simplest form of life insurance. You choose a cash sum (the 'sum assured') and a policy length (the 'term'). If you die within the term, the policy pays out the pre-agreed sum. The amount of cover and your monthly premium remain fixed.

Key Takeaway: For standard level term cover, both insurers offer very similar core products. The decision often comes down to price and the added benefits, which we'll cover later. Aviva's option for 'last survivor' on a joint policy can be useful for specific inheritance tax planning scenarios.

Decreasing Term Assurance (Mortgage Protection)

This type of cover is specifically designed to protect a repayment mortgage. The sum assured decreases over the term of the policy, broadly in line with your outstanding mortgage balance. Because the potential payout reduces over time, premiums are typically lower than for level term assurance.

Key Takeaway: Again, the core offerings are very similar. The key differentiator here is the 'policy interest rate' you select when taking out the cover. You should choose a rate that is higher than your mortgage interest rate to ensure the payout will always be sufficient to clear the loan. Both providers offer a good range, making their policies suitable for most mortgage holders.

Family Income Benefit

Instead of paying a single lump sum on death, Family Income Benefit pays out a regular, tax-free income to your family until the end of the policy term. This can be easier for a grieving family to manage than a large lump sum and is excellent for replacing a lost salary to cover ongoing bills.

Example: Sarah, a 35-year-old, takes out a Family Income Benefit policy with a 25-year term to provide £2,000 per month. If she were to pass away 10 years into the policy, her family would receive £2,000 every month for the remaining 15 years.

Key Takeaway: Both providers offer excellent Family Income Benefit products. The ability to add 'increasing cover' is vital to protect the future income from the effects of inflation. The 'commutation option' also provides valuable flexibility, allowing the beneficiary to take a discounted lump sum instead of the income if their circumstances change.

Critical Illness Cover (CIC): Where the Details Matter Most

Critical Illness Cover is arguably the area where insurers differentiate themselves the most. This cover pays out a tax-free lump sum if you are diagnosed with one of a specific list of serious illnesses, such as some forms of cancer, a heart attack, or a stroke.

The money can be used for anything – to cover lost income, pay for private treatment, adapt your home, or simply reduce financial stress while you recover. The key is in the definitions: what conditions are covered, and how severe do they have to be to trigger a payout?

According to the Association of British Insurers (ABI), a staggering £1.27 billion was paid out in critical illness claims in 2022, demonstrating just how vital this cover is.

Drilling Down into the Differences:

• Core vs. Upgraded Cover: Both insurers offer different tiers of cover. Aviva's standard "Critical Illness+" is comprehensive, but they also offer an upgraded version. Legal & General has its standard "Critical Illness Cover" and the more extensive "CI Extra". It's crucial to compare the correct tiers.
• Cancer Definitions: This is a key battleground. While both cover all ABI model wording for cancer, there can be subtle differences. For example, Aviva has a strong definition for less advanced cancers of the prostate. L&G's CI Extra offers broad coverage for cancers in situ. The 'better' option depends on individual risk factors and family history.
• Heart-Related Conditions: Both have strong definitions, but it's worth checking the specifics. For example, Aviva was one of the first to introduce an additional payment for coronary angioplasty.
• Children's Cover: Both offers are excellent and market-leading. They not only cover the same conditions as the adult policyholder but also a list of child-specific conditions like cerebral palsy or cystic fibrosis. They may also include a small death benefit for a child.
• Additional Payments: These are for conditions that are serious but not severe enough to trigger the full payout. For example, receiving an early-stage cancer diagnosis might result in a partial payment of around £25,000, without ending the policy. Both insurers have a strong list of additional payment conditions, but the exact conditions covered vary.

Verdict on CIC: This is a very close call. Legal & General's CI Extra is often praised for its breadth of conditions. However, Aviva's focus on clarity and its strong definitions in key areas like cancer and heart conditions make it a formidable competitor. The best choice here truly requires a detailed look at your personal health concerns, which is where speaking to an adviser at WeCovr can add significant value.

Income Protection (IP): Your Financial Safety Net

If you were unable to work due to illness or injury, how long could you survive on your savings? For most people, the answer is "not long". According to the Office for National Statistics, around 2.8 million people in the UK were economically inactive due to long-term sickness in early 2024.

Income Protection is designed to prevent this from becoming a financial catastrophe. It pays a regular monthly income, typically 50-60% of your gross salary, if you can't work due to sickness or an accident.

The most important factor in any IP policy is the 'definition of incapacity'.

• Own Occupation: The best definition. The policy pays out if you are unable to perform your own specific job.
• Suited Occupation: Pays out if you cannot do your own job or any other job you are suited to based on your skills and experience.
• Activities of Daily Living (ADL): The most basic definition. Pays out only if you cannot perform a set number of daily tasks like washing, dressing, or feeding yourself. This should generally be avoided if possible.

Key Takeaway: Both Aviva and Legal & General offer first-class 'Own Occupation' cover for the majority of professions, which is the gold standard.

• Aviva's Strengths: Aviva's standard IP policy includes valuable extras like Fracture Cover and a Trauma Benefit, which can provide a lump sum for specified injuries regardless of your ability to work. Their "Back to Work" benefit is also excellent, offering partial payments if you return to work on a lower salary.
• Legal & General's Strengths: L&G provides a very solid, reliable, and often keenly-priced IP product. Their strength lies in its simplicity and the quality of its core 'Own Occupation' definition. They also offer a 1-year limited payment term, which can be a budget-friendly option for some.

For freelancers, tradespeople, and the self-employed, income protection is arguably the most important insurance policy you can own. A policy like Aviva's with built-in Fracture Cover could be particularly beneficial for someone in a manual trade.

The Game Changer: Value-Added Benefits & Wellness Programmes

In 2025, a protection policy is no longer just about the financial payout. Insurers are increasingly competing on the 'living benefits' – services you can use from day one to manage your health and wellbeing. This is where the value proposition between Aviva and L&G becomes sharply distinct.

Aviva DigiCare+

Aviva has invested heavily in its wellness app, Aviva DigiCare+. Available to most new protection customers, it provides a suite of health and wellbeing services at no extra cost.

• Digital GP: 24/7 access to a GP via your phone for consultations, advice, and prescriptions.
• Second Medical Opinion: If you're diagnosed with a serious illness, you can get a second opinion from a world-leading specialist.
• Mental Health Support: Access to therapy and counselling sessions.
• Nutrition Support: Consultations with a nutritionist to help improve your diet.
• Annual Health Check: A yearly check-up to monitor key health metrics like cholesterol and blood glucose.

This is a comprehensive package that offers tangible, day-to-day value. For a busy family, being able to speak to a GP at 10 pm without leaving home is a huge benefit.

Legal & General's Wellbeing Support

Legal & General also provides a strong suite of wellbeing services, often delivered through their partner, RedArc.

• Second Medical Opinion: Similar to Aviva's offering, providing access to expert specialists.
• Mental Health Support: Access to experienced mental health nurses and counsellors.
• Carer Support: Practical and emotional support for those who find themselves in a caring role.
• Help with Bereavement: Support for your family after a claim.
• Return to Work Support: Nurses can help you manage a phased return to work after a period of illness.

The Verdict on Value-Added Benefits: Aviva is the clear winner if you are looking for a proactive, app-based wellness programme. The inclusion of a Digital GP and annual health check is a significant perk that you can use immediately. Legal & General's offering is excellent but is more focused on providing support when you need it most – during a diagnosis, recovery, or bereavement. It's less about prevention and more about expert assistance in a crisis.

Cover for Business Owners and Directors

For limited company directors, freelancers, and business owners, standard personal policies are not always the most efficient option. Both Aviva and L&G offer specialised business protection solutions.

• Relevant Life Cover: This is a tax-efficient life insurance policy for directors and employees. The company pays the premium, but the payout goes directly to the employee's family, free of inheritance tax. The premiums are typically an allowable business expense, offering significant tax savings compared to a personal policy. Both Aviva and L&G are major players in this market.
• Key Person Insurance: This protects a business against the financial impact of losing a key employee to death or critical illness. The payout goes to the business to cover lost profits, recruitment costs, or loan repayments.
• Executive Income Protection: Similar to a personal IP policy, but it's paid for by the business for a director or employee. Again, this offers significant tax efficiencies. Both insurers offer strong 'Own Occupation' definitions for their executive plans.

For business owners, the choice between Aviva and L&G may depend on specific underwriting appetites for your industry or the nuances of how they structure their business trusts. This is an area where specialist advice is essential.

Claims and Customer Service: The Moment of Truth

A policy is only as good as the insurer's promise to pay. Fortunately, both Aviva and Legal & General have outstanding and transparent records on paying claims.

2023 Protection Payout Statistics (latest full-year data available):

(Source: Data compiled from insurer's public press releases and industry reports for the 2023 claim year).

What do these numbers tell us?

• Both companies pay the vast majority of claims. The tiny percentage of declined claims is usually due to 'non-disclosure' (the customer not providing accurate information at the application stage) or the claim not meeting the policy definition.
• Legal & General's income protection payout rate is particularly impressive, demonstrating their commitment to supporting customers when they are unable to work.
• Aviva's sheer volume of payouts shows their scale and experience in handling claims efficiently.

In terms of customer service, both insurers generally receive positive reviews. Legal & General has often been praised for the simplicity and speed of its application process. Aviva is frequently commended for the quality of its claims handling and the support provided by its claims assessors.

Who is Each Insurer Best For? Our Expert Verdict

So, after this deep dive, which insurer offers better value in 2025? The truth is, there is no single answer. The "best" insurer is entirely dependent on you.

Legal & General could be the better choice for you if:

• You want straightforward, high-quality cover at a competitive price. L&G excels at providing robust, no-fuss policies.
• You are looking for a simple and fast application process. Their online journey is one of the slickest in the market.
• Your main priority is a core insurance benefit without the need for an integrated wellness app.
• You need a budget-friendly income protection plan and are considering a 1 or 2-year limited payment term.

Aviva could be the better choice for you if:

• You highly value proactive health and wellness benefits. The Aviva DigiCare+ app is a market-leading proposition that offers tangible value from day one.
• You want comprehensive income protection with built-in extras like Fracture Cover and Trauma Benefit.
• You have specific concerns around certain conditions (like heart or specific cancers) where Aviva's definitions may be particularly strong.
• You want the reassurance of being with the UK's largest insurer and value their extensive experience.

How WeCovr Helps You Choose Wisely

Navigating the differences between two great insurers like Aviva and Legal & General can be challenging. The details matter, and a feature that seems small on paper could make a huge difference at the point of a claim.

This is where we help. As independent, expert insurance advisers, WeCovr doesn't work for any single insurer. We work for you.

1. We Listen: We take the time to understand your circumstances, your budget, your family's needs, and your health.
2. We Compare: We use our expertise and technology to compare policies from Aviva, Legal & General, and a wide panel of other leading UK insurers. We go beyond the price to analyse the critical policy definitions and features for you.
3. We Advise: We provide you with a clear, impartial recommendation on the policy that offers the best possible value for your unique situation.
4. We Support: We handle the application process for you, making it as smooth and hassle-free as possible.

Furthermore, we believe in supporting our clients' long-term health. That’s why every customer who arranges their policy through WeCovr receives complimentary access to CalorieHero, our exclusive AI-powered calorie and nutrition tracking app. It's our way of going above and beyond, helping you stay healthy while we protect your financial future.

Ultimately, whether you choose Aviva, Legal & General, or another provider, the most important step is to put the right protection in place. Don't leave your family's future to chance.