Our strategy

We are a diversified insurer that aims to provide growing profits and cash.

Aviva’s strong financial position, resilience and diversity mean we are well insulated from external events. We remain confident in our ability to deliver on our key commitments of cash flow and growth.

We are uniquely positioned as the only large-scale composite in the UK and we focus in other countries where we have a competitive advantage. 

Aviva’s long-term vision is to lead the digital revolution of the insurance industry for the benefit of our customers, our shareholders, our partners and our employees. Achieving this vision will mean we can keep delivering on our core promise of consistent and reliable growth in profit, an attractive dividend and a secure balance sheet.


Aviva’s balance sheet is strong and resilient. Our Solvency II capital surplus of £12.2 billion (as at 31 December 2017) equates to a coverage ratio of 198%, which is above our working range of 150-180%. 

Our surplus capital position provides financial flexibility and the capacity to accelerate growth.


Aviva is concentrated in attractive markets where our high-quality franchises have commanding positions.  As a result, we’re building a track record of consistent and reliable growth in operating earnings and dividends. In 2017, our total dividend per share was 27.4p, an increase of 83% since 2013.  Extending this track record is a primary objective.  


We are disrupting the insurance industry from within. Leadership in digital will let us unlock the potential of our composite model, support growth and raise barriers to entry. You can read more about our approach on the Digital First page.

Our strategic framework

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Our strategic framework focuses on the things that really matter and provides clear direction across all our markets for how we run our business

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 will 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.

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