Britain's largest insurer, Aviva, promises to give loyal car and home insurance customers the same or better price than new customers when renewed. It will also drop the extra amount, which is usually paid monthly rather than annually.

The company refers to its AvivaPlus Deal as a subscription service, which allows drivers and homeowners to pay for their insurance on a monthly basis, without paying an additional annual supplement, and that they can cancel for free. There is also the guarantee that they will be treated like new customers during the renovation.

Guardian Money has repeatedly caused scandalous growth for loyal homeowners, usually older people, who pay excessive premiums compared to the prices paid by new customers.

A typical example we highlighted was home insurance, which an 85-year-old holds at Leamington Spa and was sold to her by Lloyds Bank. Despite her 30-year loyalty to the company, she was charged almost £ 700 a year, compared to £ 144 in the open market.

Aviva says its new policy aims to "address industry concerns and give customers more control," adding that existing customers can switch to AvivaPlus for free.

Note that this does not guarantee that the prices will not rise on renewal or match the prices of the competitors. Therefore, it still makes sense for Aviva policyholders to look for a better deal.

MoneySavingExpert says about the offer: "Insurance prices can be hard to compare as offers vary by circumstances. However, it is worth noting that Aviva can not guarantee that AvivaPlus is cheaper than the standard policy is a better deal. This is particularly the case if you are sure that you need full year protection and do not want to leave prematurely. "