Aviva has partnered with suicide prevention charity Campaign Against Living Miserably (CALM) to offer more support for customers, their families and advisers.
Aviva and CALM are creating practical guides on spotting warning signs, supporting those at risk, talking to young people and coping with bereavement, loneliness, or money worries. They are also hosting a webinar, Let’s Talk About Suicide, on September 22, with further content rolling out from October.
The partnership follows a rise in online searches asking whether suicide is covered by life insurance. In 2024, suicide was the second most common cause of claim on Aviva’s individual life policies among people under 39 and the third most common for those aged 40–49.
It accounted for 3.9 per cent of individual life claims, 4.7 per cent for men and 2.3 per cent for women. Additionally, suicide made up 2 per cent of claims within group life cover overall.
Aviva Group Protection distribution director Jason Ellis says: “Suicide is a deeply personal and painful experience that touches many lives. Our partnership with CALM is about offering hope, understanding, and practical support to those who are struggling, and to those who have lost someone.
“By working together, we can help break the stigma, start conversations, and ensure that the individuals covered on our protection schemes and their loved ones are not alone.”
