"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 aren’t alone."
- Jason Ellis, distribution director at Aviva Group Protection
Aviva has partnered with suicide prevention charity Campaign Against Living Miserably (CALM) to provide meaningful mental health support for policyholders, and their loved ones, as well as advisers.
According to Office for National Statistics (ONS) data, 5,690 suicides were registered in England during 2024.
“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 aren’t alone,” said Jason Ellis, distribution director at Aviva Group Protection.
Last year, suicide was the second most common reason for claims on Aviva’s individual life plans amongst those aged 39 or younger; suicide was the third most common cause of claims for those aged 40-49.
Overall, suicide accounted for 3.9% of all individual life claims and 2% of group life claims.
Aviva has developed resources in collaboration with CALM, designed to help policyholders and their loved ones navigate the complex challenges associated with suicide.
These resources cover supporting young people, recognising the signs, feeling suicidal, loneliness, money worries, and losing someone to suicide.
