All about us

Our strategy, culture and values.

Life’s full of unexpected twists and turns.  Luckily, we’re here to defy uncertainty and protect our 33 million customers globally from them.

Aviva employee in Singapore

Ultimately, we put customers at the heart of everything we do – helping them to create a bright and sustainable future. And it will take people, like you, to make this happen.

We give our people the freedom to act in line with our values to create an environment in which they can thrive.

Our strategy

True Customer Composite: we can provide customers with life, general, accident and health insurance and asset management – a True Customer Composite.  This is what sets us apart.  We are the only composite insurer of scale in the UK.

Digital First: we put digital first. This is how we will capitalise on the breadth of what we can offer customers.  With their busy lives, customers are increasingly turning to digital to make things more convenient, easier and quicker.

Not Everywhere: we focus our resources where we can be most competitive. We focus on a select number of markets and business lines where we have scale and profitability or a distinct competitive advantage – where we can win.

Our values 

Never rest: we test and learn at pace. We embrace digital. We are dissatisfied with the way things are done now. We challenge ourselves to learn about the cutting edge and harness it.

Care more: we start with the customer and prioritise delivering a great outcome for them. We do the right thing, making sure we and those around us are acting with positive intent. In 2016 we paid our customers £34.4 billion in claims and benefits. We’re in it together.

Kill complexity: we can list our priorities on one hand, picking a few things to do brilliantly. We make the call with the right information. We join forces and build it once. We aim to deliver outstanding, cost-effective customer service. Simple.

Create legacy: we invest with courage, taking smart risks and making good decisions. We think like an owner, taking responsibility. We go for more than quick wins. We take the long view to build a bright and sustainable future for all.

Our culture

To disrupt insurance, we must transform our culture. With the right culture, we will be agile, innovative and visionary. We will delight and serve our customers brilliantly.

We are focusing on our customers and on innovation and simplicity to deliver on our purpose.  

Watch the video

MyAviva 

MyAviva, our digital hub, brings together products that help our customers around the world to protect their life, health, loved ones, future and possessions in one secure and simple-to-use space. It’s a whole new way for us to serve our customers when they want, how they want. 

Digital Garages

Aviva Digital Garage in Hoxton, London

Our commitment to digital is reflected structurally and physically within our Digital Garages – inspiring spaces where business people work alongside IT professionals to spur creativity and promote agile working. It’s a disruptive, startup environment that promises real innovation. 

Watch our digital videos

Our social purpose

To defy uncertainty, we use bright ideas to tackle the important issues of our time for you, your communities and our world. Like backing ideas that can inspire stronger communities, and going the extra mile to help you protect your health, home and financial security. 

We use our expertise to simplify and inspire action around climate change, and help us all live well for longer. We challenge our industry to do better, to make financial services work in everyone’s best interests. Bright ideas for your life, your communities and our world.

Interested in a career at Aviva?

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