Our business

Our markets

One of our main strategic advantages is our diversity across countries, products and investments.

Our geographic footprint

We are the only large scale, multi-line insurer in the UK, our home market. We also have a strong presence in selected markets in Europe, North America and South-East Asia. Our international businesses account for approximately half of Aviva’s customer base and provide a good source of diversification.

Customer base

  • International businesses


  • UK


We have significantly simplified and focused our geographic footprint over recent years, halving the number of markets in which we have operations.

Aviva’s portfolio is composed of eight major businesses, which deliver cash and growth, and six strategic investments, which we expect will deliver significant growth over the medium or long term. 

Our businesses

Major markets - solid growth, sustainable cash    

We are focused on eight attractive, growing markets where we are, or have the potential to be, best in class. It is these businesses which will underpin our cash flow plus growth strategy. Within these markets, we have competitive strength in distribution, brand, capability and scale efficiency that allows us to deliver consistent growth and attractive returns. 


Aviva is the UK’s largest insurer with a 17% share of the UK life and savings market, and a 10% share of the UK general insurance and health market. We offer a market-leading range of products to individual and corporate customers covering their savings, retirement, insurance and health needs.

We have access to customers across the UK through our unparalleled distribution network, with: 

17 %

Share of the UK life and savings market

10 %

Share of the UK general insurance and health market    

  • a growing digital direct offering for sales and service
  • strong relationships with independent financial advisors, brokers, employee benefit consultants, banks
  • single-tie agreements with three of the largest estate agencies.

The UK insurance market remains attractive with a large, ageing and affluent population, structural savings growth (including auto-enrolment) and digital opportunities.

We aim to grow our business by deepening our multi-line strategy and expanding in targeted markets such as corporate multinational, bulk purchase annuities, home, digital and SME.


France is Aviva’s second-largest market. It accounts for 17.5% of the Group’s operating profit1. We offer a wide range of life, health, general insurance and investments products to around 2.8 million customers.

19 %

Percentage of Aviva's operating profit

2.8 million

Number of customers

Aviva France benefits from strong and diverse distribution and increased brand recognition. Our channels include tied agents, financial advisors and direct. We also have a partnership with l’Afer, France’s largest savings association, and hold a majority shareholding in UFF, one of the market’s leading wealth management advisors network. We have a strong presence in the investments market with Aviva Investors.

Our strategy in France will focus on improving our digital systems to make the most of our distribution potential. We aim to increase our customer base by 1 million by 2022. We will be integrating our different brands to give our customers better access to our full range of products in one single place.

1.All references throughout to ‘Operating profit’ represent ‘Group adjusted operating profit’, an APM which is not bound by the requirements of IFRS.


We are the second-largest general insurer in Canada with a 10% market share. We have around 4,000 employees. We offer home, motor, business and other personal general insurance products to around 2.7 million customers countrywide.

10 %

Market share

2.7 million

Number of customers

As a business mainly operating through an intermediary broker channel, we have strong relationships with thousands of independent broker partners across Canada. In 2016, we acquired Royal Bank of Canada’s general insurance business and signed a 15-year distribution agreement to provide a full suite of products to RBC Insurance customers.

As a responsible insurer, we attach significant importance to prevention. We have led several campaigns to raise awareness on the importance of prevention such as un-distracted driving and disaster risk reduction. We are also industry leaders in reform - leading the public debate calling for stronger action against auto insurance fraud


We offer individual and group life insurance, long-term investments, property insurance for individuals and companies, investment funds and health insurance to over 1.9 million customers in Poland. We are one of Poland's leading life insurers with one of the largest tied-agent salesforces on the market.
We have strong distribution across the country, including a network of almost 2,000 insurance agents, as well as insurance agencies and brokers, and key bancassurance partnerships with Santander Bank Poland and ING Bank Śląski. 
Aviva Poland has a strong focus on digital. By the end of 2017, MyAviva (MojaAviva) had 120,000 users. Offering better digital equipment to our agents has been a priority; in 2019 we expect to stop using paper forms and automate the administration of policies. 


Number of MyAviva users by 2017

1.9 million

Number of


Operating as a subsidiary of Aviva Poland, Aviva is one of Lithuania's largest life insurance and pension providers. We provide life insurance, savings, pensions and investment products to more than 211,000 customers across the country. We have a strong sales network of over 469 agents across 17 locations.

Aviva has been among the top life insurance companies in Lithuania for several years in a row.


We offer a comprehensive range of life, pensions, health, general insurance and investments products to around 1.5 million customers in Italy. We partner with top banks and have a growing independent financial advisors and agents network.

Aviva made further strategic and financial progress in Italy in 2018. Our focus on diversifying distribution and providing customers with innovative products has delivered higher sales. We remain focused on expanding distribution and increasing emphasis on our multi-line business model. Through digital, we’re applying our expertise in improving our service to customers and distribution partners.


Agents and brokers

1.5 million

Number of customers

Aviva Italy is committed to Aviva’s global digital agenda. We sponsor the International Master in Fintech organised by MIP Politecnico, Milan.


Aviva is a leading insurer in Ireland and one of the country’s most recognised brands.  Aviva Ireland provides retirement income, life cover, protection, general insurance, and investment and savings products to around 1 million customers.

In 2017, Aviva acquired Friends First to increase the scale and competitiveness of its life operations and complement its leading market position in general insurance. Our ambition is to become one of the leading multi-line insurers in the Irish market.

Through our investment in digital, we’ve made it easier for a growing number of customers and brokers to do business with us online.

1 million

Number of customers

We intend to use our market-leading brand, reaffirmed by the renewal of the sponsorship of the Aviva Stadium in January 2018, to make the most of our multi-line model and deliver further growth.


We offer our 885,000 customers a comprehensive product range, and are one of the few companies providing life, health and general insurance. We also offer the Navigator investment platform.

In 2016 we set up Aviva Financial Advisers, the country’s leading independent adviser network, to whom we provide technology, compliance and administrative support.


Number of customers

Our strategy is to drive the evolution of distribution in the market towards financial advisers which is the fastest-growing distribution channel in Singapore.

Aviva Investors equity traders working at computers

Aviva Investors

Aviva Investors is Aviva’s global asset management business, with expertise in multi-asset, fixed income, equity and real assets such as real estate and infrastructure. We currently invest £346 billion (as at 30 June 2019)  on behalf of our customers across major markets. In a world of Solvency II, we also provide the solutions for the Group to achieve the returns it needs.

Our ambition is to be the global leader in active outcome-oriented investing, through products that meet customers’ specific investment goals.

We continue to build our credentials with external clients, winning the coveted Insurance Asset Manager of the Year (Insurance ERM Awards) in 2019. Environmental, social and governance factors are also embedded within our investment decision-making process across all asset classes.  

Strategic investments

We have made a number of strategic investments which will accelerate growth and provide increased value. These businesses are targeting long-term growth by working with leading local partners in populous countries with strong growth characteristics. 

These businesses make a modest contribution to Aviva’s financial performance today, but they are sources of long-term upside for Group adjusted operating profit, cash-flow and value*.

* This is an APM which is not bound by the requirements of IFRS


Turkey presents an attractive opportunity for insurance, with a large young population and low insurance penetration rates. We operate in Turkey through AvivaSA, a joint venture with Sabancı Holding, one of Turkey’s largest conglomerates.

AvivaSA is a leading private pension provider and life insurer in the country, serving around 2.4 million customers. We have strong distribution through a partnership with Akbank, one of the country’s largest banks, as well as direct sales, corporate sales and through a strong agent network.

2.4 million

Number of customers

In February 2019 we launched a new distribution model in Turkey which allows our direct sales force to sell general insurance and health products, manufactured by other insurers, alongside Aviva life insurance products.


With a population of 1.4 billion and low insurance penetration, China is set to become one of the world’s most attractive insurance markets in the next decade. In China, we have a partnership with COFCO, one of the country’s leading food conglomerates. We also have a fast-growing agency channel.



We offer life insurance products in 14 provinces with over 89 branches across China and are ranked top 10 among foreign insurers. We also have a digital health and wellness platform that aims to help people in remote locations access a GP digitally.

Our focus in China is to grow our multi-channel distribution model and improve our services to customers and partners through digital. 

Hong Kong, China

We have an exciting opportunity to revolutionise the insurance industry in Hong Kong. We’ve partnered with leading investment management firm Hillhouse Capital and tech giant Tencent Holdings Limited to create the first truly digital insurer in a market dominated by intermediaries. 

We combine the expertise of the industry leaders to bring simple, flexible solutions with zero commission to customers in the digital era. 

Blue, our new digital joint venture, started operations in 2018, offering simple insurance products direct to customers.


Indonesia has a population of 260 million and offers an attractive insurance market, with a young digitally connected population, a rising high-consumption workforce and low insurance penetration.

We are partnered with PT Astra International Tbk, one of Indonesia’s largest diversified conglomerates. Our joint venture, Astra Life, offers life insurance products to customers of Permata Bank, the 11th largest Indonesian bank by assets.

Since we started operations in 2016, we have rapidly increased our customer base, and we expect to continue to grow in the medium and long-term.


In 2017 we transformed our joint venture into a wholly-owned subsidiary now operating as Aviva Vietnam. We have invested in a young, talented and dynamic agency network and opened a second office in Ho Chi Minh City in 2018.

Aviva Vietnam has achieved significant business growth. In addition to building our own agency force, we have a distribution agreement with former joint venture partner VietinBank which grants us access to a network of over 1,100 branches.


India presents great opportunities for digital insurance, with a young dynamic population that is increasingly connected. We have a joint venture with Dabur Group, one of the country’s largest conglomerates, to provide life insurance and savings to around 500,000 customers.