Aviva is set to launch an app on ChatGPT that will give customers an initial home insurance quote in a “couple of minutes.”

The launch builds on a new partnership between the insurer and OpenAI and marks the first collaboration between the two companies. Aviva said the app is aimed at people who want to use Large Language Models (LLMs) for everyday tasks, including shopping for insurance.

Potential home insurance customers will answer a short series of questions, including name, address, contact details and the type of policy they require, such as buildings only, contents only, or buildings and contents cover. The app will then return a quote for Aviva’s Signature Home Insurance product.

If a customer chooses to purchase a policy after receiving a quote, they will be able to click on a link to Aviva’s website. There, they will be prompted to select any additional covers and limits, add specified items, choose payment options and review all policy documentation before completing their purchase.

The app is due to launch in the next few weeks and will be available through the ChatGPT app store.

At first, the app will only provide home insurance quotes for Aviva’s Signature policy, which is only available to buy directly from Aviva. Once the app is live, the insurer said it will analyse how customers interact with it to see how the approach could be applied to other products.

Owen Morris, chief executive of Aviva UK Personal Lines, said the app will expand the company's distribution channels, allowing customers to access products when and how they want.

“We already compete strongly across all distribution channels, including direct, price comparison websites, brokers and partnerships, and this will now enable customers using LLMs to purchase from us,” he said. “Although use of LLMs in financial services is relatively new, it’s likely we will see more customers adopting this purchase method as behaviour changes and LLMs become more commonplace.”

In February, Experian launched its auto insurance comparison platform on ChatGPT, bringing its services to “millions” of consumers in the US who use OpenAI’s products. The insurance broker said the Experian Insurance Marketplace app uses conversational technology to simplify financial choices and create a more intuitive customer experience.

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