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When the economy gives you lemons: Lemonade launches in the UK through Aviva deal

US fintech unicorn is partnering with Aviva for its UK debut, following recent launches in France, Germany and the Netherlands.

a hand holding a lemon

Pexels/Madison Inouye

US-insurance unicorn Lemonade has launched into the UK market with a contents insurance product through a long-term, strategic partnership Aviva. 

Its initial product offers cover from £4 per month which includes worldwide coverage for individual personal items of up to £2,000 as well as total coverage of up to £100,000 with no cancellation fees. It also offers an add-on layer of coverage, available for people who want "extra protection" for theft and loss-related claims as well as accidental damage to mobile devices.

Lemonade’s entry into the UK market comes after the New York firm entered Germany in 2019, the Netherlands in 2020, and France earlier last year.

Founded in 2015, Lemonade initially launched its flagship renters’ insurance in the US in 2016. 

“Insurance as we know it hails from the UK, as do I. So both professionally and personally bringing Lemonade to the UK is a homecoming of sorts,” said Daniel Schreiber, Lemonade co-CEO and co-founder.

“We believe the millions of local renters will appreciate what Lemonade has to offer. After all, who doesn’t want instant, transparent, personalised, and mission-driven insurance?” 

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