Aviva partners with CALM to offer additional support to its customers

Aviva is proud to announce a new partnership with the suicide prevention charity Campaign Against Living Miserably (CALM), reinforcing our commitment to mental health and wellbeing. The collaboration aims to provide meaningful support to Aviva’s customers, their families, and advisers.

Everyday in the UK we lose about 18 people to suicide.^[1] 

The initiative, led by Aviva’s group protection business, was introduced following the identification of an increase in online searches to find out if suicide is covered by life insurance. 

In 2024, suicide was the second most common reason for claim on Aviva’s individual life insurance policies among people under 39. It was the third most common cause of claims for individuals aged 40–49.

When broken down by gender, 4.7% of all claims made for males and 2.3% of claims made for females related to suicide^[2].

In Aviva’s Group Life insurance, 2% of claims were attributed to suicide.^[3]

As part of this initiative, Aviva is launching a series of resources designed to help customers and their families navigate the complex and emotional challenges surrounding suicide. These include articles covering topics such as:

• Worrying about someone else
• Supporting young people
• Recognising the signs
• Feeling suicidal
• Loneliness
• Money worries
• Losing someone to suicide
• Helplines and further resources

These resources have been developed in collaboration with CALM.

To mark the beginning of this important work, Aviva and CALM are hosting a webinar titled “Let’s Talk About Suicide” on 22 September, open to all advisers and customers. The webinar aims to break the silence around suicide and encourage open, honest conversations.

Additional content will be rolled out from October, with the ambition to help more people talk openly about suicide and access the help they need. 

Jason Ellis, Distribution Director, Aviva Group Protection, said: “Suicide is a deeply personal and painful experience that touches many lives. Our partnership with CALM is about offering hope, understanding, and practical support to those who are struggling, and to those who have lost someone. By working together, we can help break the stigma, start conversations, and ensure that the individuals covered on our protection schemes and their loved ones are not alone.”

We encourage advisers to share this initiative with their clients and networks, and to join us in supporting suicide prevention efforts this September and beyond.

Register here for the Let’s Talk About Suicide webinar.

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References:

^1. _{According to the Office for National Statistics (ONS), the number of registered suicide deaths in England alone has ranged from around 5,000 to 6,000 annually in recent years.} 

_{This averages to approximately 13–16 deaths per day in England. When including the rest of the UK (Scotland, Wales, and Northern Ireland), the total number of suicides rises, making the estimate of 18 deaths per day across the UK a reasonable approximation.}

^2. _{Aviva’s 2025 Protection Claims and Wellbeing Insight Report. Data based on paid claims and excludes 50+ life insurance and claims where the cause of death was not reported in enough detail. Data period 1 January 2024 to the end of December 2024.}

^3. _{Aviva’s 2025 Group Protection Claims and Wellbeing Insights Report. Data period 1 January 2024 to the end of December 2024.}

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