Ageas UK and Saga plc today announce the launch of a landmark 20‑year Affinity Partnership, bringing market‑leading Motor and Home insurance propositions to over‑50s customers. The partnership goes live for Motor new business today, with Home new business following in the first quarter of 2026.
Under the agreement, Saga will lead marketing and proposition development for its customer base, while Ageas will manage price comparison website distribution, pricing and underwriting, claims handling and customer service — combining Saga’s deep customer insight with Ageas’s operational strength in personal lines. The customer ownership remains with Saga.
“This launch, delivered as planned, is an important milestone in our strategy to build scale and deliver great outcomes for customers in the UK. Together with Saga, we’re combining trusted brands and complementary strengths to offer compelling Motor and, shortly, Home propositions for over‑50s customers,” said Ant Middle, CEO, Ageas UK.
“The launch of our insurance partnership with Ageas marks a major milestone in the execution of our strategy, simplifying and de‑risking our insurance operations. I want to thank all Saga and Ageas colleagues whose hard work has delivered this project on time and within budget. The combination of Ageas’ market‑leading insurance capabilities and Saga’s 75‑year history of serving people over 50 creates a winning partnership offering quality cover at competitive prices, with the service our customers expect,” said Mike Hazell, Chief Executive, Saga plc.