Our businesses

We have unique strengths as a business which give us a significant competitive advantage.

We offer a wide range of insurance and saving products to help people protect what’s important to them and look to the future with confidence - from car,  home and health insurance, to pensions, investments and asset management.

Reception of St Helens
We are the UK's largest insurer with a strong international presence

Aviva is the UK's largest insurer, with 33 million customers worldwide and £475 billion of assets under management (as at 30 June 2017). We paid out £34.4 billion in benefits and claims to our customers in 2016. 

We have a strong international presence in selected insurance markets across North America,  Europe and Asia.  We're focused on markets and businesses where we can achieve scale, profitability and competitive advantage.  

Our geographic diversification is one of our strengths: our UK-based businesses contribute 53% of our market operating profit and our non-UK businesses contribute 47% (as at 30 June 2017). 

Our vision for Aviva is a business that makes it simple, effortless and easy for customers, with digital at its heart.

Our markets

Read about how we performed in our markets in 2016 PDF (498 KB).


Aviva is the UK’s largest insurer with 15.5 million customers. Our UK insurance business brings together our life, general insurance and health operations in the UK and provides 53% of our operating profit.  

We offer a wide range of savings and investments, protection and insurance products to individuals, business and corporate customers.  We provide pensions, investments, long-term savings, equity release, annuities, health insurance and a range of general insurance products.  In the UK our market share for general insurance is 10%, healthcare 13% and life insurance 15%.

Our customers can interact with us in a number of ways: online, by phone, through brokers, financial advisers, strategic partners and price comparison websites.

We have a great range and blend of skills, and our values are at the heart of how we do business.

Our UK business is led by Andy Briggs, CEO, UK Insurance.


Our international markets are a major contributor to the Aviva Group, serving 13 million customers and providing a valuable source of diversification for the Group. 

We have robust market positions in mature markets such as France, Canada and Poland, which deliver cash and growth. We have strong distribution in the established markets of Ireland, Italy and Lithuania. In the growing markets of Turkey and India, which have relatively low insurance penetration, we have businesses with high-potential. In May 2017 we reduced our presence in Spain, where we still have a small business.

Our international businesses are led by Maurice Tulloch, CEO International Insurance.


We have a presence in selected markets across Asia, which we believe have strong potential for growth, with wholly-owned subsidiaries in Singapore and Vietnam and joint ventures in Hong Kong (subject to regulatory approval), China and Indonesia. We operate a multi-channel distribution model and are investing in  becoming a digital disruptor to the market.

Our Asia businesses are led by Chris Wei, Executive Chairman of Asia and FPI.

Aviva Investors: our global asset management business

Aviva Investors trader at screens
Aviva Investors is our global asset management business

Aviva Investors has expertise in real estate, fixed income, equity, multi-asset and alternative investments.

They invest £351 billion (as at 30 June 2017) on behalf of our business and for external customers, who range from individuals saving for retirement through to the largest institutional investors.

This gives Aviva the size and scale to successfully seek out opportunities which will deliver specific investor outcomes.

In-depth research and robust risk management underpin every investment decision we make. We see it as our role not only to understand our clients' investment needs, but also to know how to best achieve them, now and over the long-term.

Aviva Investors is led by Euan Munro, CEO Aviva Investors.

Our progress

Since 2013 we have transformed Aviva.

We have fixed the balance sheet and turned around the operating performance. As we now enter the growth phase of our transformation, we have a clear strategy to deliver that growth.

And we are going to accelerate how we deliver that strategy. We’ll do so by recognising that strategy alone is just not enough. To go faster and further, we need the right culture, the right way of doing things.

Our approach always starts with the customer: to build trust we must always do the right thing for them, guided by our values.

You can find out more about our business, our strategy and our performance in the  investors section or take a look at our downloads below.

Our strategic framework

Our strategic framework focuses on three themes which will drive Aviva’s success.  It provides clear direction across all our markets for how we run our business:

True Customer Composite

This is about meeting customer needs across life, general, accident and health insurance, and asset management.  Discover more about what we mean by 'True Customer Composite'.

Digital First

This is about emphasising customer experience driven by digital.  For more about our digital transformation, read about how we are becoming a digital disruptor.

Not Everywhere

This puts our focus where we can win. We are focused on eight major markets where we have scale, profitability or a distinct competitive advantage. We also have six markets where we have invested strategically to drive long-term value. Find out more about how we decide where to allocate capital and how we categorise our businesses.

Our business model

We have a distinctive approach which defines and differentiates us.

We meet our customers’ needs with our insurance, protection, savings and investment products and services; we reinvest premiums and cash to create sustainable value for our customers, shareholders, our people and our communities.

Find out more in our business model infographic.