Strategy

True Customer Composite

We provide life, general, accident and health insurance, and asset management – this is what differentiates us.

We are the only composite insurer of scale in the UK. Operating as a True Customer Composite means we can help our customers protect what’s important to them and save for a comfortable future.

Customer Derek Wang and his family
We help our customers protect what’s important to them

We understand that customers have a wide range of insurance, protection and savings needs, and can find it challenging to manage them all.

True Customer Composite means offering all these products individually or in tailored combinations to meet customers’ needs in a convenient, easy to understand and timely manner.

Furthermore, True Customer Composite means valuing and rewarding customers for making the choice to have a deeper, more loyal relationship with us. Rewarding our customers’ loyalty is central to our True Customer Composite strategy. For example, we give multiple-product discounts to customers who purchase products through MyAviva. 

For Aviva, this means increased customer engagement and retention, and driving towards more cost effective operations. 

Watch our True Customer Composite animation below to find out more:

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Why now?

In a digital world, being a True Customer Composite provides a tangible competitive advantage. We have a much greater opportunity to deal directly with customers, to introduce them to our composite range of products and offerings, and provide them with a wide range of products to meet their needs.

In the past, although the financial benefits of our composite model were clear (such as lower capital requirements through diversifying our risk), few customers held more than one Aviva product because our business was distributed almost solely through intermediaries.

We are continuing to expand our range of customer propositions to be a True Customer Composite across our geographies, and making it easier and more rewarding for customers to manage multiple products with Aviva through digital.

What we plan to do

We will continue to develop new propositions for customers and we will extend our digital hub MyAviva to more countries.  

We aim to broaden our offering of products across several Aviva markets.

This will be underpinned by our Digital First strategy which includes creating a common approach to customer-facing digital developments. This is the key to unlocking the benefits of the True Customer Composite.