Digital insurer Lemonade launches in the UK


Lemonade, the digital insurance company that leverages AI technology, has launched in the UK.

Lemonade is entering the UK market in a long-term, strategic partnership with leading UK insurer, Aviva.

UK consumers can now get Lemonade Contents insurance instantly, from anywhere, on any device, as well as file claims and get paid in seconds.

Founded in 2015, Lemonade launched its flagship renters insurance in the US in 2016. Lemonade’s platform allows customers to get a quote, purchase contents insurance, file a claim, and get paid, within seconds.

The launch follows Lemonade’s previous European launches in Germany (2019), France (2020) and the Netherlands (2022).

The company also closed its acquisition of car insurer Metromile in July this year.

Residents in the UK are now able to protect their belongings with Lemonade, featuring a Defaqto 5 Star Rating, starting at just £4 a month. Lemonade’s Contents insurance includes worldwide coverage for individual personal items of up to £2,000 each, total coverage up to £100,000, and no cancellation fees. Add-on coverage is also available for those who want extra protection for theft and loss-related incidents, accidental damage to mobile devices as well as expert help through legal protection.

Daniel Schreiber, Lemonade co-CEO and co-founder, said, ““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. “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?”

Adam Winslow, CEO of Aviva UK & Ireland General Insurance, added, “We’re excited to be appointed as the long-term partner for Lemonade in the UK. We share a common outlook for how digital, AI and data can transform customer experiences, and the role insurers can play in building stronger communities.

“By joining forces we can ensure compelling propositions reach a broader range of customers, including renters, an under-served yet growing segment of the UK insurance market. In our 325 year history we have adapted and thrived in a changing world and our partnership with Lemonade is a marker of our intent to continue just this.”

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