Insurer lifts lid on Lemonade partnership

Read more: Lemonade posts growth statistics, takes shots at rivals

Labelled the “worst kept secret” in UK general insurance by one source, others less close to the machinations of the UK insurance industry have reacted with surprise to the deal.

 “It’s fair to say on the face of it that it might be a bit of an unlikely partnership,” Jon Marsh (pictured), Aviva partnerships and transformation director, acknowledged. “You take the 325-year-old insurer and the new disrupter, but when we scratched beneath the surface it really made a lot of sense for us.”

Aviva effectively acts as Lemonade’s reinsurer –

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