Insurance
UI, UX
17M
Gamified car insurance
The Opportunity
Car insurance punished safe drivers with demographic stereotypes instead of rewarding actual driving behaviour
The £15B UK car insurance market operated on outdated demographic pricing models that penalised safe drivers while failing to accurately assess individual risk. With 85% of drivers believing they drive more safely than average, traditional insurers left money on the table by grouping customers into broad categories rather than rewarding actual driving behaviour. The industry needed a data-driven approach to bridge the gap between perceived and actual driving safety.
The Solution
Turns every smartphone into a driving coach that rewards safer driving
Aviva deployed the UK’s first smartphone-based telematics app to redefine car insurance pricing through behavioural data. The gamified platform leverages GPS technology to monitor real driving behaviours—acceleration, braking, cornering, speed, and phone usage—across 200 miles of driving. Users receive personalised driving scores (1-10 scale) with instant feedback, social sharing capabilities, and direct integration to insurance quotes, transforming risk assessment from demographic assumptions to individual performance metrics.
The Impact
Transformed 15M+ drivers into brand advocates
Aviva Drive achieved market-leading innovation metrics with 1M+ downloads in six weeks (3x annual target), Apple’s “App of the Week” recognition, and 4.5/5 user rating. The platform delivered measurable business value: 40% of users scored 7.1+ and saved an average of £101 on premiums, while 85% of participants qualified for discounts. Most critically, Aviva achieved ROI positive within 18-24 months while increasing brand innovation perception by 33 percentage points, establishing telematics as the new standard for personalised insurance pricing.
