Aviva and ICE InsureTech: Powering Ambitious Insurance Transformation

In just 12 months, Aviva and ICE have delivered at incredible pace a ground-breaking and complex insurance transformation.

Aviva is now live on the ICE Policy Admin System platform. This represents a real milestone in insurance transformation, replacing systems with a market leading SaaS platform, fully digital, white-labelled solution that enables seamless, tailored omni-channel journeys.

Aviva’s new capability went live in September 2025 and this go-live marks a pivotal step in their strategy to lead the UK Partnership market, leveraging technology as a commercial growth enabler.

As a mark of its scale and impact, this programme has also been named a finalist at the UK IT Industry Awards 2025, for Project Team of the Year and the Insurance Times Awards for Excellence in Technology. Winners announced in November and December.

Transformational Capabilities

ICE Policy removes limitations and replaces them with a platform built for the future:

• True white labelling allowing tailored, rapid partner configuration
• Modern, open architecture using microservices and real-time event streaming
• Cloud infrastructure designed for scalability and growth leveraging the very best of AWS architecture
• No-code configuration giving Aviva full product ownership and no reliance on ICE for change
• Agile integration layer via ICE’s Enterprise Service Bus and Open APIs, rapidly delivering strategic integrations such as Earnix in just six weeks
• Accessible, robust digital journeys via ICE Digital built to WCAG 2.2 standards improving quote certainty, reducing application time and enhancing user experience
• Secure by design and enhanced Operational Resilience above Aviva’s already robust standards
• Good Customer Outcomes with improved customer journeys resulting in a 50% reduction in time to quote and a positive impact on customer premium as a result of the lower IT cost to serve

Aviva’s Personal Lines Firsts

This programme has also set several important firsts for Aviva, these include:

• First SaaS PAS platform partnership: marking a shift to modern, cloud-native technology
• First fully digital product launched on day one: covering Quote, New Business, MTA, and Renewals
• First use of event-based architecture: enabling real-time agility and integration

Alfie Harvey, Aviva Personal Lines IT Business Partner, said: “This is another pivotal step in transforming our IT landscape and enables further growth potential for Aviva Personal Lines. This is a really exciting time for our customers with a full-service digital offering from day one.”

Andrew Passfield, ICE InsureTech CEO, said: “We’re excited to be Aviva’s partner on this programme, which demonstrates what can be achieved when technology and business focus align. Delivering a Tier-1 transformation of this scale at speed shows how ICE work with leading insurers modernise and unlock commercial growth through innovation.”

Looking Ahead

This transformation goes beyond replacing systems, it establishes a flexible, digital-first, API driven model that positions Aviva to lead in the UK partnerships market.

With the first launch successfully delivered, Aviva now looks ahead to the next major milestone which is the migration of customers from their previous insurer.

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