Aviva and insureMO launch location-based travel insurance in Europe

Aviva Insurance Ireland has partnered with insurance technology provider insureMO to launch a location-based insurance proposition that automatically activates international travel cover when customers travel abroad.

The service is now live in Norway through distribution partner Kvikk Forsikring, with plans to expand into other European markets.

Under the arrangement, customers receive domestic travel protection while in Norway, with international insurance activated automatically when they leave the country. Policyholders do not need to notify their insurer, purchase separate cover, or manually activate a policy.

The proposition combines accident, illness, and travel protection, using insureMO’s digital platform to manage policy administration, pricing, claims, and customer servicing.

Claire Ryan, Head of Accident and Health at Aviva Insurance Ireland, said: “By removing unnecessary complexity and ensuring customers have the right protection when they need it, we’re creating a more intuitive insurance experience while creating a scalable foundation for future embedded insurance solutions across Europe.”

The model represents a shift from conventional travel insurance distribution towards protection integrated into customers’ existing services and activated according to their location.

However, the companies have not disclosed how location is determined, whether premiums change when international cover activates, or how destination-specific exclusions are managed.

Aviva and insureMO said the Norwegian launch would provide a foundation for additional insurance products and distribution partnerships across Europe.

The launch comes amid growing demand for digital-first travel insurance services, as insurers look to simplify policy management and integrate protection more closely into travellers’ journeys.