True Customer Composite

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

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.

We are the only composite insurer of scale in the UK

Furthermore, True Customer Composite means valuing and rewarding customers for making the choice to have a deeper, more loyal relationship with us. For Aviva, this means increased customer retention and engagement, and lower-cost administration.

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

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Why now?

In a digital world, the advantages of being a True Customer Composite become more tangible. We have a much greater opportunity to deal directly with customers 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), the operational benefits were more elusive. Very few customers held more than one Aviva product because our business was distributed almost solely through intermediaries.

If customers are not relying on intermediaries to analyse their needs and recommend a suitable package of products, they could find themselves managing multiple products from different providers. This is not what customers tell us they want: what they want is a simple way to meet their insurance and savings needs.

What we plan to do

75% of customers using our MyAviva digital hub are very happy with their online experience

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.

1 GfK Annual Relationship Survey, 2016. The Net Promoter Score® (NPS) is a measure of the likelihood to recommend (brand) to a friend or colleague.