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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“We protect people each day. We help people to get on with their lives. We support them when they’ve had a problem. And so I think ‘With you today, for a better tomorrow’ really encapsulates that for me. It’s a great purpose, and one I can truly get behind.”  

Amanda Blanc, Group CEO

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
Firefighters fighting fire

Count on us

Our customers don’t have to worry about the bumps in life’s road. They can count on us to help plan the journey and, if something goes wrong, we’ll be with them to put it right.

Like how we helped rebuild Battersea Arts Centre (BAC).

Go to BAC's story
Battersea Arts Centre on fire

We are part of something bigger

Aviva has been taking care of people for more than 320 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 – acting on climate change, building a stronger, more resilient Britain 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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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
A parcel


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. Our solar carport in Scotland is just one of the ways we’re committing to a better tomorrow. 

See our solar carport
Our solar carport in Scotland


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. Our strength comes from our connection – to each other, to our customers and partners and to the communities around us. Take Adam Hayward. Adam, Senior Clinical Consultant at Aviva, returned to the NHS (National Health Service) during the COVID-19 pandemic.

Read Adam’s story
Adam Hayward in PPE


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 collaborate with the best minds at University of Cambridge on projects like increasing resilience to the effects of dementia.

What is cognitive reserve?
Couple using tablet in modern apartment

Our strategy

Our customers are making choices about the most precious aspects of their life. How to look after their family, their health, how to save and invest their money and how they will pay for the life they want as they get older.

We want to be the best possible partner, every step of the way.

We’re with you today for a better tomorrow