Asda and Allianz UK are launching new Asda-branded home and motor insurance products from summer 2026, expanding a partnership that began more than 15 years ago with Britannia Rescue breakdown cover. Asda will lead on marketing and Asda Rewards members will get preferential rates; Allianz UK handles underwriting, administration and claims.
TL;DR · LAST REVIEWED 12 July 2026
- Asda and Allianz UK are launching new Asda Home Insurance and Asda Motor Insurance products from summer 2026.
- Allianz UK will handle underwriting, administration and claims management; Asda leads on marketing and distribution.
- Policies will be available through contact centres, online channels and price comparison websites.
- Asda Rewards members buying direct through Asda will get guaranteed preferential rates on top of the standard pricing.
KEY FACTS
- Launch timing: summer 2026
- Underwriter and claims handler: Allianz UK
- Distribution: contact centres, online channels, price comparison websites
- Asda and Allianz's partnership began 15+ years ago via Britannia Rescue breakdown cover
- Asda Rewards members purchasing direct through Asda get guaranteed preferential rates
What's Launching
Asda and Allianz UK announced an expanded partnership on 21 May 2026 to launch new home and motor insurance products under the Asda brand, available from summer 2026. Asda will lead on marketing the products, while Allianz UK is responsible for underwriting, administration and claims management, distributed through contact centres, online channels and price comparison websites.
How the Partnership Works
Asda and Allianz UK have worked together for more than 15 years, a relationship that began with Britannia Rescue breakdown cover for Asda customers, underwritten by LV= Britannia Rescue, part of the Allianz group. This new agreement extends that relationship into core home and motor insurance, a bigger step into Asda's broader financial services offering. Jenny Maden, Asda's Head of Insurance, said the move was "another example of how Asda is more than just a supermarket," pointing to plans to use customer data across both home and motor insurance to better match products to customers, alongside guaranteed preferential rates for Asda Rewards members buying direct.
Why It Matters
Supermarket-branded insurance is an established model in the UK, with Tesco and Sainsbury's both offering home and motor cover through third-party underwriters for years. Allianz has been building out a wider multi-partner distribution strategy: alongside the Asda deal, it agreed a partnership with Sainsbury's Bank for home and motor insurance from November 2025, and separately renewed its long-running distribution arrangement with LV= for home, car and pet insurance under the LV= brand. For Asda, insurance is part of a broader push to diversify revenue and deepen customer loyalty through its Rewards app, at a time when the core grocery business faces continued pressure from discounters.
What Isn't Confirmed Yet
Asda and Allianz haven't published specific pricing, policy terms, or an exact summer 2026 launch date. Kael Tripton will update this article with full product details, and add an independent review, once the products go live.
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DISCLAIMER
This article is for general information only and does not constitute financial advice. Kael Tripton Ltd is an independent editorial publisher and is not authorised or regulated by the Financial Conduct Authority (FCA). Product pricing and full policy terms have not yet been published as of this article's publication date. ICO registration ZC135439.
Frequently asked questions
When can I buy Asda home or motor insurance?
From summer 2026. An exact launch date hasn't been published yet.
Who underwrites Asda's new insurance products?
Allianz UK will handle underwriting, administration and claims management for both the home and motor insurance products.
Do I need to be an Asda Rewards member to buy these policies?
No, but Asda Rewards members buying direct through Asda will get guaranteed preferential rates on top of standard pricing.
Is this Asda's first insurance product?
No. Asda has offered breakdown cover through Britannia Rescue, underwritten by Allianz group company LV= Britannia Rescue, for over 15 years. This expands that relationship into home and motor insurance.
Where will I be able to buy the policies?
Through contact centres, online channels and price comparison websites, according to Asda and Allianz's announcement.
SOURCES
- Asda, Asda and Allianz to launch home and motor insurance – accessed 12 July 2026
- Allianz UK, Allianz and Asda agree home and motor insurance partnership – accessed 12 July 2026
