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Free life cover for parents: Tesco and Aviva launch new offer

Each parent gets £15,000 of free life cover for every child under four, with no medical needed.

News · July 2026

If you've got young children, here's a freebie worth knowing about. Tesco and Aviva have launched Free Parent Life Cover, giving each parent £15,000 of life insurance for every child under four, at no cost, for a year. There's no medical questionnaire, and Tesco says signing up takes under two minutes.

It's aimed at a real gap. Tesco's research found only 62% of parents of under-fours have any life cover, and three in ten said cost had put them off. A free policy is a simple way to get some protection in place while you think about whether you need more.

It's also part of a bigger trend, with supermarkets like Asda, Sainsbury's and Morrisons all moving into insurance and using their loyalty schemes to reach millions of shoppers.

Worth knowing: £15,000 is a helpful start, but it's usually far less than a family actually needs once you add up a mortgage and childcare. If you take out a larger policy later, that's exactly where the steps on this site come in, especially writing it in trust so the payout isn't caught by inheritance tax.

Based on reporting by Insurance Business UK. We're not affiliated with Tesco or Aviva, and this is information only, not a recommendation.

Information only. This is general information, not financial, tax or legal advice, and not a personal recommendation. Tax rules depend on your circumstances and can change. Please speak to a qualified, FCA-regulated adviser before acting.