As a part of the 20-year Affinity Partnership between Ageas UK and Saga plc, a home insurance proposition for the over-50s has gone live, marking the latest milestone.
This comes after the successful launch of motor new business at the end of 2025.
Under the partnership, Saga will lead customer acquisition and proposition development for its customer base, while Ageas will manage price comparison website distribution, in-life and retention marketing, pricing and underwriting, claims handling and customer service.
The partnership unifies Saga’s rich customer insights with Ageas’s operational strength in personal lines.
As part of Ageas’s commitment to ensuring customers understand the products they purchase, the Saga home insurance policy booklets were tested with a group of target audience customers before being launched and their feedback directly used to improve the documentation.
Managing Director of the Saga Partnership, Adam Clarke said: “This is an important milestone for both organisations in combining trusted brands with complementary strengths.
“Ageas and Saga share a commitment to deliver great service when it matters most and are dedicated to making the customer experience journey as easy as possible.”