Group strategy

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Aviva's purpose is to deliver prosperity and peace of mind to our customers. We will achieve this by realising our vision: “One Aviva, twice the value”. By working together across our businesses, we will optimise our performance in the global marketplace and maximise the value we can generate for our stakeholders.

To achieve our vision, we are focused on delivering against our five key strategic priorities. These are set out below:

Manage composite portfolio:

We are fully committed to maintaining the composite nature of the group. We firmly believe in the benefits of life insurance, general insurance and asset management as complementary parts of an overall business model that balances cash flow, returns and long-term value creation, and delivers prosperity and peace of mind to customers.

Build global asset management:

We have significant asset management functions across the group. These businesses have historically been managed separately, and we are now bringing them together in a global asset management business – Aviva Investors – that will foster investment performance and creation of solutions, with an increased focus on winning external clients.

Allocate capital rigorously:

Capital management will continue to be a key focus for Aviva going forward. Capital is treated as a scarce resource, and is allocated to provide the highest sustainable returns for shareholders. We continuously seek improvements in capital structure and efficiency.

Increase customer reach:

We sell our products in 27 countries in the way that our customers choose to buy them. We will continue looking for the right distribution in the right markets. We also get closer to our customers through better understanding their needs, which helps us to generate profitable sales, by providing products and services that customers want at a fair price. Our move to a worldwide brand and closer integration means that new and existing customers will get the same quality, financial strength and security wherever they do business with us and will benefit from innovation from around the world.

Boost productivity:

We constantly look for ways to boost our productivity, in order to increase our competitiveness, improve our services and deliver higher value to our customers. This will enable Aviva to deliver further sustainable growth.

The Aviva triangle has been developed to explain the purpose, vision, targets and strategic priorities of the group in a simple and straightforward way.

Purpose