Our purpose

With you today, for a better tomorrow. We exist to be with people when it really matters, throughout their lives.

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It takes Aviva – Manifesto film

We all want a better future. We can imagine it. Even see it.

But knowing what steps we need to get there?

That’s not easy.

It’s understanding how much to put away for a rainy day.

And for the sunny ones too.

How to build a better world for your children.

As well as for everyone else.

What it takes to look after your pride and joy.

And to fix things when they go wrong.

What does it actually take?

It takes understanding - and breadth of expertise.

It takes commitment - to stand up for what you believe in.

It takes care - making the time to solve problems for each other.

It takes community – because our strength comes from our connections.

And it takes confidence – to believe that the best is yet to come.

It takes a partner to map the path to a brighter future.

And help you start putting one foot in front of the other.

A partner to our customers.

A team with our colleagues.

A sustainable investor in our society.

It takes a company like no other.

It takes Aviva. 

Amanda Blanc, Group CEO

“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.” 

Aviva exists to be with people when it really matters, throughout their lives

We are 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.

A helping hand

Life is complicated. Things don’t always go to plan. 

Everyone needs a helping hand from time to time so we are here for people when it really matters, throughout their lives. Every day, we help customers like Michelle, whose home caught fire.

Go to Michelle's story

I couldn’t sit up, swallow or speak

When the chips are down, you want your insurer to step up. After surgery for a brain tumour didn't go to plan, Alia ended up being an inpatient for six months. Her husband called us about her income protection policy.

Go to Alia's story

We are part of something bigger

Aviva has been taking care of people for more than 325 years. We live in the same streets and work in the same towns. We are deeply invested in our people, our customers, our communities and the planet that is our home. 

Serving our customers well will let us create a lasting impact for the communities and the society in which we live.

Sustainability at Aviva

Sustainability is a fundamental part of Aviva’s strategy and integral to what we do as a business. Aviva’s Sustainability Ambition sets out our commitment to create a brighter future. This is focused on three core areas - social action, climate action and running ourselves as a sustainable business.

Our values

The power of our values comes from their simplicity. They bring to life some simple truths about what it means to work here, both today and in the future. In this short film, discover why Aviva’s values matter in the words of our colleagues:

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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."


We understand the positive difference we make in our customers’ lives every day. We truly listen to see beyond the policyholder to a person with plans and dreams.

We solve problems for our customers, and for each other. We build relationships that no-one else can. Empathy is our strongest force, as Melanie in our Canada claims team showed when she helped a heartbroken customer.

Go to Melanie's story


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 will play our part in tackling the climate crisis. That’s why we’ve donated £38m to help restore Britain’s lost temperate rainforests.

See how we restored native british rainforests


We recognise the strength that comes from working as one team, collaborating and winning together for Aviva, for each other and for our customers.

Aviva is built on a foundation of trust and respect. So we’ve launched the Foundry, an initiative dedicated to building the digital workforce in and around Norwich.

Read about the Aviva Foundry


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. 

We are brave and passionate, setting new standards for ourselves and the competition. With a humility that is as important as the ambition that drives us. That’s why we insure businesses across the world, allowing them to continue operating and contributing towards the global economy.

But how do we weigh up the risks?

Our investment case and strategy

Our position as the UK’s leading diversified insurer, with major businesses in Canada and Ireland, is clearly delivering. We are building a clear track record of strong and consistent performance.

We’re with you today for a better tomorrow