Exclusive 20-year agreement with Saga strengthens Ageas’s offer in UK for people aged 50+

This agreement facilitates the distribution of personal lines Motor and Home insurance products to Saga’s 2.7 million customers in the UK. At the same time Ageas UK also acquired Saga's Insurance Underwriting business, Acromas Insurance Company Limited (AICL).

This significant development not only cements Ageas’s role as a major insurer for the 50+ market, but it also signals a strong long-term commitment to this fast-growing demographic. Currently, 39%* of the UK’s population are aged 50 and over. From a Group perspective, this agreement also reflects the ambitions set out under the company’s Elevate27 strategy, which aims to leverage the Group’s strong European presence in Non-Life, increase business scale, and accelerate growth while providing solutions for an ageing society.

Who is Saga?

Saga is a highly respected and well-established British brand that focuses exclusively on people aged over 50. It offers a wide range of services including insurance, travel and financial products, and is known for its supremely loyal customer base and strong marketing expertise.

Complementing this, Ageas brings the benefit of scale, underwriting strength and operational expertise which together creates an exciting partnership. The powerful combination of Saga and Ageas will in the future drive increased innovation and competitiveness for all stakeholders.

Combined with the landmark acquisition of esure in the UK, 2025 has proven to be a remarkable year for Ageas UK, solidifying its position as a top 3 player in the personal lines market, in what is a large and highly competitive marketplace for insurance.

* Source: Centre for Ageing Better – The State of Ageing report 2025