What's Aviva's purpose?
We are the UK’s leading diversified insurer, with businesses spanning insurance, wealth, and retirement. We also have major operations in Ireland and Canada. Our purpose is with you today, for a better tomorrow.
As our customers grapple with the financial puzzles in their lives, we’ll be right there to help solve them. We’re with them when it matters in the moment, and we’re thinking about what’s needed for tomorrow too.
Amanda Blanc DBE, Group Chief Executive Officer
For the moments you plan for and the ones you don't
We've been here for over 330 years, insuring, supporting, protecting, investing and encouraging our customers.
Because life isn't one thing, it's everything.
Watch this short video to see how our purpose comes to life for our customers.
Transcript for video For Every Story
Stories.
We all have one.
Some begin with a cry.
Some a laugh.
Some a leap.
Falls.
Firsts.
Fails.
Flourishes.
Steps.
Stocks.
Shares.
Spends.
As time flows.
Ambitions grow.
Dreams
become
savings.
Become
deposits.
Become
reality.
New job,
New hires,
New heights,
New home,
New opportunity.
Insured,
Supported,
Protected,
Invested,
Encouraged.
Life moves fast.
Juggling
work,
health,
money,
kids,
risks,
worries.
wins.
Every curveball.
Every complexity.
Career highs.
Career lows.
The moments we plan for.
The ones we don’t.
Looking back with pride.
And ahead with promise.
We’ve been here all along
Across UK, Ireland and Canada
Protecting pensions.
Growing businesses.
Building futures.
Backing community,
Championing culture,
From studio to stadium.
Investing in our people,
Protecting our planet.
Because life isn't one thing.
It's everything.
For Every Story.
How does our purpose come to life for customers?
We're here for our customers when it really matters. We help them make the most of life. Because at Aviva, we understand that what you do today creates what is possible tomorrow.
Hear from our colleages how we're serving our customers to create a lasting impact.
Jakob's story
Some calls stay with you. One I’ll never forget came from a woman diagnosed with breast cancer. She was emotional and overwhelmed - not just by her diagnosis, but also by a recent breakup that had left her managing everything alone.
Poppy's story
Working in the Death Pension Claims team, I support families during some of the most difficult times in their lives, and that’s something I never take lightly.
Daniel's story
Working in the Lifetime Mortgages team, I chat with customers every day who are in the middle of something big - moving home while holding a lifetime mortgage with us. It’s a huge step and often comes with a lot of questions and uncertainty.
Read more stories to see how we're helping customers every day.
What are our values?
Aviva’s values are Care, Commitment, Community, and Confidence.
In this short video, discover why Aviva’s values matter in the words of our colleagues:
Transcript for video Aviva Values
Aviva’s Values
In the words of our colleagues
"I joined Aviva almost two years ago and when I first came one of the first things I wanted to understand was what is our values?"
"I think the care value is one that's probably really close to my heart because it links us back to the customer. And it's all about the customer that's why we're here."
"Care means to me is making sure our systems are in place to pay our brokers their due commission and also to resolve any issues that come up as soon as we can."
"Operations to a data team to marketing; I've done a little bit of everything and the customer runs through the blood of all of those roles."
"Because this is exactly what we do in claims, we care like crazy about people. And that's why we do what we do."
"I've had customers say to me, "I wish I could give you a hug," you know, things like that. It's really lovely."
"Our Aviva family are naturally caring towards one another. We want to give back, not just in a professional sense but from a community perspective."
"Internally all I see is people constantly saying, how can we create community? How can we draw people together?"
"We've all gotten better at working together, sharing ideas, and having a common goal, but community makes it far, far bigger."
"What commitment speaks to is Aviva wanting to be more than just a reactive company that takes customers' money, it's about trying to make the world a better place."
"I think the commitment value is kind of bringing us back to our purpose."
"When I joined the financial industry, I didn't think that I could also be a climate activist at the same time. And now one of the best ways we can make a difference is actually through the way that we manage pensions and investments. That's a really, really powerful way to actually drive change."
"Aviva as a large company with large influence, that's great for them to step up and make us think beyond our company."
"Having that focus on innovation and on disruption is absolutely brilliant."
"Aviva has been so forward leading, you only get to that place by confident individuals, confident leaders and them being able to put confidence in others."
"That customer confidence in us comes from our brand reputation, the fact that we're continually innovating, that we're there for wider society."
"We've been around for over 300 years and the confidence to say, we're gonna be around for another 300 years."
"The values are incredibly important in times of giving employees the motivation that they need to go out and do their best for the customer."
"So, I had at least one foot in the "What's wrong with the old ones?" camp. But those four values absolutely to me describe what it's like to work for Aviva, and the sort of Aviva I want to work for."
"I think these new values are strong. I think we'll get used to like we did the last ones and I think they're good to get behind."
"You wouldn't choose friends with poor values, so why would you choose a company with poor values?"
"My mom always taught me at the end of the day you have to look yourself in the mirror."
How do we live our values?
Our values bring to life some simple truths about what it means to work here, both today and in the future. Discover how:
Care
Every day, we help people protect what matters most to them. That’s why we take the time to listen, understand, and do what’s right - not just for our customers, but for each other too.
Emma (pictured here), from Aviva’s vulnerable customer team, supports customers facing financial or life challenges, working with partners like Citizens Advice to provide practical help.
Commitment
We stand up for what we believe in. We act with courage, keep our promises and take ownership of our work. We understand the impact we have on the world and take seriously the responsibility that brings with it.
We play our part in tackling the climate crisis. That's why, working with The Wildlife Trusts, we’ve donated £38m to help restore Britain’s lost temperate rainforests.
Community
We recognise the strength that comes from working as one team, collaborating and winning together for Aviva, for each other and for our customers.
That's why Alex (pictured here), who runs the Aviva Foundation, works to support charities that can deliver the greatest social benefit.
Working with partners like Mencap and Talking Money, we can help more people across the UK. People who’ve been excluded or left behind. People who need a stable footing so they can look forward with confidence.
Confidence
We believe the best is still to come – for our customers, our people, and society. We’re not just here for now; we’re here to imagine and to innovate for the future.
That's why we're investing £300m in Cambridge to help people and businesses get ready for the future. From housing to office spaces to life-saving technology, our investments are supporting growth - and turning breakthroughs into break-out success.
Read more features about how we're living our values.
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Investment case and strategy
Our customer base and market-leading positions across Insurance, Wealth and Retirement set us apart. We're taking advantage of opportunities to grow in our chosen markets, and accelerating our progress through targeted mergers and acquisitions (M&A). And we're investing for the future as our consistent performance gives us the confidence to invest in our customers, our business and our communities.
Aviva's sustainability ambition
We know that what we do today decides what’s possible tomorrow. We are committed to doing our part, working with other businesses, governments, regulators and communities, to help get ready for the challenges and opportunities ahead. Our approach to sustainability focuses on three core areas: Taking climate action, Taking social action, and Acting as a sustainable business.