Aviva drive app drives down the cost of car insurance by £101 for safer drivers

Article date: 4 August 2014

The Aviva Drive app, which assesses driving over 200 miles and gives a discount of up to 20%*, has seen safer drivers save an average of £101** on their comprehensive car insurance policies bought direct from Aviva.

Drivers using the app, which uses smartphone technology to record a motorist’s driving style, are given an individual score out of 10. The safer drivers who scored 7.1 and above saved an average of £101 - a saving achieved by 40% of them.

And analysis of over 4 million driven miles, by almost 20,000 app users, found that motorists in Greater London, with its heavy traffic volumes, are the safest drivers. Motorists in the North West also demonstrated strong road safety skills by coming second, with South West motorists coming in third.***

At the bottom of the table are drivers on the windy roads of the East of England – whose driving scores are 10% lower than Greater London motorists. The Home Counties come second from bottom, with the East Midlands just ahead of them.




Greater London


North West


South West


Yorkshire & Humberside


Scotland (South & Central)


South Wales


South East


Scotland (North)


North Wales


North East


West Midlands


East Midlands


Home Counties


East of England

The app, which launched in November 2012, has had around 230,000 downloads, with the average age of drivers that have completed the 200 miles being 41.

Heather Smith, Aviva marketing director said: “The Aviva Drive App has shown how much drivers are taking care on the roads – and how much they’re saving on their car insurance.

“With average savings of £101 for safer drivers, it’s certainly having a big impact in peoples’ pockets as they reap the rewards of safe driving.  Of course, the beauty of the app is that you are recognised for who you are: not old or young, married or single, but instead how you drive. We think that is the fairest way to price insurance.”

A new TV advert for the Aviva Drive app, which now includes new features, launched on Sunday 27th July.  A tutorial has been added to show customers how the app works and, to help customers complete the 200 miles, it now auto-starts when significant movement and speed is detected via the phones GPS.

The Aviva Drive App is also now available on Windows Phone and can also be downloaded from the App Store for the iPhone and Google Play for Android phones.  For more information please visit http://www.aviva.co.uk/drive/

Top tips for safe driving


  • Accelerate smoothly away from stationary position, traffic lights or any low speed starting point and also junctions and roundabouts.
  • Move slowly through the gears, rather than racing to get through them as quickly as possible.


  • Maintain a good distance between yourself and the car in front.
  • Check your mirrors regularly (wing mirrors and rear view mirror) to make sure you know what other vehicles are around you at all times – especially in case you do need to do an emergency brake.
  • Be alert at all times and anticipate what drivers around and in front of you will do – for example: don’t expect the driver in front to continue onto a roundabout even if there’s no traffic coming. Some drivers will stop and you will need to be ready to avoid braking harshly.
  • Apply the brakes early and slow down gradually where possible.


  • Try to make sure you slow down ahead of a bends as this will make sure your corners are nice and smooth.
  • Approach roundabouts with caution, ensure you are in the correct lane and be careful of your speed when navigating roundabouts.
  • Ensure you are looking ahead, whilst also checking vehicles coming from the right and already on the roundabout.
  • Consider the sharpness of the corner, bend or roundabout and make sure your speed is appropriate and allows you time to react if an incident occurs.
  • Always turn on the indicator ahead of turning left or right. This tells the driver behind you that you are taking a turn and he can react in an appropriate manner.
  • Make full use of your side and rear view mirrors. Watch out for the other drivers on the road. Not everyone might be driving safely.

- Ends -

If you are a journalist and would like further information, please contact:

John Franklin : Aviva Press Office : 01603 680795 : john.s.franklin@aviva.co.uk  

*Nov 2013 – Apr 2014, 29% qualified for the max saving of 20% and a further 32% qualified for 10%. Discount on first car per policy and depends on score and premium – min £200. Discount applied after any eligible offers are deducted and excludes optional extras 

**Based on policies bought direct from Aviva between 1 May 2013 and 30 April 2014. Discount is available on first car per policy and depends on score and premium - minimum £200. Discount does not apply to optional extras. Data charges may apply. 40% of customers achieved a saving of £101 or more.

*** Based on data from drivers who have downloaded the app and received a quote by completing the required 200 miles between 1st June 2013 to 1st July2014. 

Notes to editors:

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