Our Brand - Good Thinking

We help our 33 million customers save for the future and manage the risks of everyday life, with strong businesses in 16 markets in the UK, Europe, Asia and Canada.

Our overarching purpose is to free people from the fear of uncertainty and we have a clear strategy to deliver our investment thesis of cash flow plus growth by always putting our customers first.

Our strategic anchor is the “what we do, how we do it and where we do it” of our strategy:

  • We are a True Customer Composite – meeting all customer needs across life, general, accident and health and asset management.
  • We put Digital First  because this is increasingly how our customers want to deal with us.
  • We are Not Everywhere but focus on a select number of markets where we can win.  

Our values – care more, kill complexity, never rest and create legacy – are at the heart of how we do business. 

Our strategy and values have served us well as we turned around Aviva and will continue to guide us as we move to a new phase – transforming and growing the business for our customers and stakeholders.

Our new global brand promise supports the strategic anchor and our values by putting the customer at the centre of everything we do.

Our brand promise is that: “At Aviva, everything we do is full of Good Thinking for you” – captured in the phrase “Good Thinking”

For our customers, it's our promise for how we will serve them. 

For our people, it’s to inspire them to care more, kill complexity, never rest and create legacy in meeting the needs of our customers and create a sustainable future for our customers and stakeholders. 

We’ll be sharing more of our Good Thinking with our customers across our markets in 2016 – and how Good Thinking comes in all shapes and sizes. From big new launches to the smallest details.

In the UK, we want to help our customers stay safer on the road and save smarter. So our Aviva Drive app monitors your driving skills and could save safer drivers an average of £150 on car insurance, while our Financial Personality Profiler  gives you an insight into what kind of saver (or spender) you are.

Small business owners rarely have time to spend hours comparing insurance policies. In France, our new digital platform ePro cuts out the legwork – it diagnoses their complete insurance needs simply and effectively.

People search for information online but they also want to speak to someone to choose a product or complete an application. Developed in Poland, our ‘virtual branch’ gives them the best of both worlds.

Good Thinking isn’t just for customers. It’s for brokers and businesses too.

It’s offering our brokers and independent financial advisers mentoring for digital marketing, to help them grow their business.

It’s supporting them with high-quality online resources far superior to our competitors’ – like Adviser Academy and Paraplanner Point.

It’s giving small and medium-sized businesses a brilliant range of handpicked benefits with the Aviva Business Club.

It’s paying for an ad in a local newspaper to help our customer get his new business known.

Perhaps most importantly, Good Thinking is never done! We have made good progress, but have plenty more to do for our customers and stakeholders. But with Good Thinking we can do a whole lot more!