ASDA Money in 60 seconds
ASDA Money Insurance at a glance (2026)
Not sure ASDA is the cheapest for you?Compare ASDA Money against every other major UK insurer in our up-to-date guide to insurance providers.
About ASDA Money
ASDA was founded in Leeds in 1949 as the Associated Dairies and Farm Stores Ltd, the company behind a chain of Yorkshire dairies. The name ASDA is a contraction of Asquith (the founding family) and Dairies. ASDA opened its first supermarket in 1965 and became one of the UK's big-four supermarkets by the 1990s.
ASDA was acquired by US giant Walmart in 1999 and then sold to Mohsin and Zuber Issa (founders of EG Group) together with TDR Capital in 2021 for £6.8 billion. The Issa Brothers have since separated their stakes, and ASDA is now controlled by Mohsin Issa and TDR Capital.
ASDA Money is the supermarket's financial-services brand, launched in 2007. It does not hold its own insurance licence; every ASDA-branded policy is underwritten by a partner. ASDA Money also offers credit cards, travel money, personal loans, life cover and pre-paid cards.
ASDA Rewards linkASDA Money customers earn extra Pounds on their ASDA Rewards account when they buy insurance and travel money in store or online — up to £25 cashback on a new home or car policy in 2026.
Ownership and structure
ASDA Group Ltd is owned by Mohsin Issa and private-equity firm TDR Capital. ASDA Money is a trading name of ASDA Financial Services, an FCA-authorised credit broker and insurance intermediary. Every ASDA-branded insurance policy is underwritten by a third-party insurer that holds the relevant FCA/PRA licence.
Strategy: supermarket-priced, partner-underwritten insurance
ASDA Money positions itself as the value-for-money option in supermarket insurance. The underwriter panel has consolidated since 2023: Ageas Insurance Ltd now writes ASDA car and home, Aviva Insurance Ltd writes ASDA travel and Pinnacle Insurance plc writes ASDA pet. ASDA Life Insurance is arranged by HUB Financial Solutions and ASDA Breakdown Cover by RAC.
In 2024 ASDA Money announced a refresh of the ASDA Rewards link with insurance, allowing customers to earn ASDA Rewards Pounds on new and renewing policies, and rolled out the ASDA Money app to manage every financial-services product in one place.
ASDA Money insurance: cover and prices in 2026
ASDA Money sells five main insurance products. All are designed to compete on price on the major aggregators while linking back to ASDA Rewards. The headline product range is below.
The ASDA Money product range
ASDA Car Insurance
Underwritten by Ageas. Comprehensive, third-party fire and theft, or third-party only. Multi-car discount and ASDA Rewards Pounds on every renewal.
- Underwritten by Ageas.
- ASDA Rewards Pounds on renewal.
- Multi-car discount available.
ASDA Home Insurance
Underwritten by Ageas. Buildings, contents or combined; three tiers (Bronze, Silver, Gold). Gold includes accidental damage and home emergency.
- Up to £1m buildings cover.
- Up to £75,000 contents on Gold.
- Optional home emergency add-on.
ASDA Travel Insurance
Underwritten by Aviva. Single trip up to 365 days or annual multi-trip with trips of up to 31 days. Three tiers including a Premier option with Covid cover.
- Underwritten by Aviva.
- £10m emergency medical cover.
- Pre-existing conditions screening online.
ASDA Pet Insurance
Underwritten by Pinnacle. Lifetime, Maximum Benefit and Accident Only tiers. Vet-fee limits up to £7,500 a year on lifetime cover.
- Underwritten by Pinnacle.
- Vet-fee limits up to £7,500.
- Multi-pet discount available.
ASDA Life Insurance
Term life and decreasing (mortgage) cover arranged by HUB Financial Solutions. Underwritten by SunLife and Vitality depending on age and cover.
- Cover up to £500,000.
- Terminal-illness benefit included.
- Optional critical illness add-on.
ASDA Breakdown Cover
Provided by RAC. Four tiers (Roadside, At Home, National Recovery, Onward Travel). EV-ready as standard; optional European cover up to 90 days.
- Provided by RAC.
- 24/7 cover across the UK.
- Optional European cover.
Who underwrites ASDA?Always check your certificate. ASDA Money is the broker; the actual insurer is Ageas (car & home), Aviva (travel), Pinnacle (pet) or RAC (breakdown). FSCS protection applies to the underwriter.
Making a claim with ASDA Money
Claims handling is done by the underwriter on your certificate, not by ASDA Money. The claims line and address you need are printed on your policy documents and certificate — car and home claims are handled by Ageas, travel claims by Aviva and pet claims by Pinnacle. Always use the contact details on your own paperwork so your call reaches the right team.
For step-by-step instructions, premium ranges and customer reviews, see our dedicated guide on ASDA travel insurance and our wider list of UK insurers.
ASDA Money app and online account
The ASDA Money app, launched in late 2023 and refreshed in 2025, lets customers manage every ASDA financial-services product in one place — insurance, credit card, personal loan, ASDA Rewards Pounds and travel money. Insurance documents, renewals and policy changes can be done in-app.
- Sign in: by email and password. Face ID, Touch ID and Android fingerprint are supported.
- Forgotten email: recoverable by phone after security questions.
- Forgotten password: reset via the ASDA Money web login using your email.
- ASDA Rewards link: the app shows insurance-linked Pounds earned and reminds you of upcoming renewals.
Rewards on renewalRenewing your ASDA car or home insurance through the ASDA Money app earns you ASDA Rewards Pounds automatically, redeemable in store and online from a minimum of £1.
ASDA Money customer service
ASDA Money runs a different contact route for each product, and each one is underwritten by a different insurer. Because phone numbers change and each policy is handled by its own underwriter, the only reliable contact details are the ones printed on your own paperwork. We do not publish ASDA Money phone numbers here, so you always reach the correct, current line.
How to contact ASDA Money
- By phone: use the number printed on your policy schedule, certificate or renewal letter — it routes you to the right underwriter (Ageas for car and home, Aviva for travel, Pinnacle for pet).
- Online or in the app: manage your cover, view documents and start a claim from your online account or the ASDA Money app.
- Official website: find the current contact options on the ASDA Money website.
- Claims: the claims line for your product is on your certificate; quoting your policy number first gets you to the correct team fastest.
Contact ASDA Money online
- ASDA Money app: download for iOS and Android; manages every ASDA financial-services product.
- Live chat: available from the ASDA Money help pages during UK business hours.
- X (Twitter): send a DM to @AsdaServiceTeam for general queries (never share policy or payment details).
- Email: [email protected] for general queries; sensitive issues should be raised by phone.
ASDA Money head office address
ASDA's registered head office is ASDA House, Great Wilson Street, Leeds LS11 5AD. For policy correspondence and complaints, do not write to the head office — use the address printed on your policy schedule, which is the underwriter handling your cover (Ageas, Aviva or Pinnacle).
How to complain about ASDA Money
Raise the issue first with ASDA Money by phone, in the app or in writing. If ASDA Money does not resolve the complaint within eight weeks, or you receive a final response you disagree with, you can escalate the complaint to the Financial Ombudsman Service free of charge.
Is ASDA Money a good insurer? Reviews and ratings
ASDA Money consistently sits at the cheaper end of the UK personal-lines market on aggregators, with car and home premiums often 5–10% below the average for like-for-like cover. The 2025 Fairer Finance ratings give ASDA-branded car insurance three stars and home insurance three-and-a-half stars for transparency and complaints handling. On Trustpilot, ASDA Money sits at around 3.9/5 from more than 40,000 reviews.
The most common criticism in reviews is the underwriter hand-off at claims: because ASDA is the broker, not the insurer, customers sometimes report confusion about who is handling their claim. Always note the underwriter and claims line from your certificate.
If price is your priority, run an ASDA Money quote alongside our list of the best UK insurance providers before you renew.
ASDA Money news 2024–2026
- 2024: ASDA Money refreshes the link between ASDA Rewards and insurance, allowing customers to earn Rewards Pounds on new and renewing policies.
- October 2024: ASDA Money signs a long-term underwriting deal with Ageas for car and home insurance.
- 2025: ASDA Money launches an updated app with biometric login, in-app renewals and a single dashboard for every ASDA financial-services product.
- 2026: ASDA Money insurance reaches £25 cashback on a new home or car policy through the Rewards link.
ASDA Money timeline
- 1949: Associated Dairies (the ASDA forerunner) founded in Leeds.
- 1965: First ASDA supermarket opens.
- 1999: Walmart acquires ASDA for £6.7bn.
- 2007: ASDA Money launches, initially as a credit-card and travel-money brand.
- 2010: ASDA Money launches car and home insurance through a broker panel.
- 2021: Issa Brothers and TDR Capital buy ASDA from Walmart for £6.8bn.
- 2023: ASDA Rewards extended to insurance; ASDA Money app launches.
- 2024: Long-term Ageas underwriting deal signed for car and home.
- 2025: ASDA Money app refreshed with biometric login and full product dashboard.
ASDA Money FAQ
ASDA Money is an FCA-authorised credit broker and insurance intermediary, not an insurer. Every ASDA-branded policy is underwritten by a partner (Ageas, Aviva or Pinnacle) that holds the relevant FCA/PRA licence. Policyholders are protected by the Financial Services Compensation Scheme (FSCS): 90% of an insurance claim is covered with no upper limit on most general insurance products.
The panel is Ageas Insurance Ltd for car and home, Aviva Insurance Ltd for travel, Pinnacle Insurance plc for pet, and RAC for breakdown. Life cover is arranged by HUB Financial Solutions with SunLife or Vitality.
Yes. ASDA Rewards Pounds are credited automatically on new and renewing ASDA Money insurance policies. The amount varies by product and campaign; current promotional offers reach up to £25 on a new home or car policy.
You have a 14-day cooling-off period on any new ASDA Money policy in which you can cancel and receive a full refund minus a small admin fee. After the cooling-off period, you can still cancel but ASDA Money (or the underwriter) will keep the portion of premium covering the time on risk plus an admin fee.
ASDA Money is a trading name of ASDA Financial Services Ltd, a wholly-owned subsidiary of ASDA Group Ltd. The supermarket and ASDA Money share the same brand, head office and ownership (Mohsin Issa and TDR Capital), but ASDA Money operates as a separate FCA-regulated entity.