Asda has boosted its multiservice credentials through a new insurance partnership with Allianz.
It will launch two new home and motor insurance products in summer 2026. The policies will be underwritten and managed by Allianz, while Asda will lead on the marketing.
Asda will also tie the services to its loyalty programme, by offering Asda Rewards members preferential rates as well as additional savings across its other insurance and financial products.
“This is an exciting step forward for Asda Financial Services as we continue to expand our offering, working closely with a leading blue-chip insurer and long-standing partner,” said Jenny Maden, Asda head of insurance.
“As well as adding home insurance to our existing range, we’re taking a major step forward in leveraging customer data across both home and motor insurance to surface relevant products at the right time and markedly improve our insurance proposition, including guaranteed preferential rates for Asda Rewards users, who buy direct through Asda,” Maden said.
The expansion of the 15-year partnership between Asda and Allianz was “another example of how Asda is more than just a supermarket” and was offering customers “greater value beyond the weekly shop”, Maden said.
Ulf Lange, MD for personal lines at Allianz UK, said: “We are delighted to deepen our partnership with Asda – one of the UK’s leading supermarkets and a trusted household name in the UK.
“We have had a successful partnership with them for 15 years and this collaboration underscores the success of our multiparty distribution strategy and commitment to delivering innovative insurance solutions that meet the evolving needs of today’s consumers,” Lange said.
“Allianz has made great strides in the UK retail market over the past year, and this agreement highlights the strength of Allianz UK and the high-quality insurance and claims services that we provide,” he added.
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