Our strategy has three core elements:

True customer composite

Meeting all customer needs across life, general, health insurance and asset management

We are a True Customer Composite. This is what differentiates us. We are the only true composite of scale in the UK, which means we are one of only a few insurance companies in the world which can provide customers with life, general, and health insurance and asset management in one place.

Digital first

Emphasising customer experience driven by digital - online and mobile

We put digital first - this is how we will capitalise on being a True Customer Composite. Direct digital distribution is fundamentally changing the customer relationship in many of our markets. So, if it is a choice of where we invest it will be in Digital First across all our distribution channels - it's how customers want to do business with us.

Not everywhere

Focusing only in markets and segments where we can win

We are Not Everywhere. We are not interested in planting flags or being in 100 countries. We will focus on a select number of markets where we have scale and profitability or a distinct competitive advantage - where we can win.

Watch this film to learn more about Aviva's UK businesses, our digital strategy and our expectations for the future  View video

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