Strategy

Not Everywhere

Not Everywhere is about creating value and delivering it.

It's about focusing our resources where we can achieve the greatest return. We do not aspire to offer everything, to everyone. We are focused in the places where we will win.

Having largely reshaped the Group in recent years, we are now focused on our major markets and strategic investments.

We aspire to be the best at what we do in all our markets. This means being focused and committed to the right markets and the right products.

We allocate capital to the markets, businesses and products that offer the most attractive returns, looking at it through three lenses: strategic, financial and execution.

Graphic: how we decide where to allocate capital
How we decide where to allocate capital - click to expand

We focus on allocating capital to areas where we can generate strong returns. If we’re not getting the results we want, we will take action.

How we categorise our markets

Our major markets and strategic investments categorisation shows how Aviva’s markets and business lines contribute to our overall portfolio, both now and in the future.

We are focused on "major markets" where we have scale, profitability or a distinct competitive advantage.

We also have "strategic investments" which are markets in which we have invested strategically to drive long-term value.

You can find out more on the Our markets page.