Ageas UK and Saga Plc have gone live with their 20-year affinity partnership, which was first announced at the end of 2024. Motor new business has gone live this week with home new business scheduled to be up and running in Q1 next year.

The agreement sees Saga control marketing and proposition development for its customer base, while Ageas will look after price comparison website distribution, pricing and underwriting, claims handling and customer service.

Ant Middle, CEO of Ageas UK, said: “This launch, delivered as planned, is an important milestone in our strategy to build scale and deliver great outcomes for customers in the UK.

“Together with Saga, we’re combining trusted brands and complementary strengths to offer compelling motor and, shortly, home propositions for over 50s customers.”

Mike Hazell, chief executive of Saga Plc, added: “The combination of Ageas’ market leading insurance capabilities and Saga’s 75 year history of serving people over 50 creates a winning partnership offering quality cover at competitive prices, with the service our customers expect.”