Aviva France, a major player in life insurance and long-term savings, asset management and non-life insurance, presents the 2010 marketing strategy for its distribution networks under the Aviva brand: salaried Aviva Epargne et Conseil (AEC) advisers, Aviva general agents and brokers.
Aviva France, a major player in life insurance and long-term savings, asset management and non-life insurance, presents the 2010 marketing strategy for its distribution networks under the Aviva brand: salaried Aviva Epargne et Conseil (AEC) advisers, Aviva general agents and brokers.
In 2009, the general agents, salaried AEC advisers and brokers, with the support of the services of the company, continued to pre-empt their customers’ needs, in line with the proactive Good Advice approach. In a difficult financial context, this approach has proved successful and made it possible to further strengthen customer loyalty.
Moreover, the general agents of Aviva and the company ensured prompt compensation for policyholders with claims following storms Klaus and Quentin in January 2009, with high satisfaction rates.
This commercial policy made it possible to outperform the market in 2009 in life insurance and long-term savings, with 19% growth in sales.
“As in 2009, our sales approach in 2010 will continue to be based on three main pillars: security, to anticipate life’s ups and downs and provide concrete responses in a context of extremely volatile markets, the dynamism of our offerings and marketing initiatives, with the aim of increasing the number of policyholders with multiple policies in each of our networks, and sustainable development, confirming our unwavering commitment to this aspect,” outlined Jean-Pierre Menanteau, CEO of Aviva France.
The security of our customers
- In life insurance and long-term savings
Against a backdrop of great financial market uncertainty, Aviva will be placing a greater emphasis than ever on its proactive Good Advice customer support strategy, with:
- Offers that meet customers’ need for security: Aviva Lisséo Duo Janvier 2011.
- The setting-up of financial alerts in the event of rises or falls in value, to reassure customers and help them secure their savings.
- In provident and long-term-care insurance
- Strengthening Aviva’s position in provident schemes, a field in which the company has 20 years’ experience, being one of the first insurers to offer long-term-care insurance contracts: 20% reduction of the Senséo product in the first year for general agents; 30%/20%/10% reduction on the Senséo Médical product in the first three years; lowering of the cost of creditor insurance.
- In non-life insurance
- Launch of specific cover for “tough times”, which will exempt policyholders from paying premiums for six months in the event of loss of income or family difficulties for motor insurance (Vectura), comprehensive home insurance (Domifacil) and health (Santhia).
- Launch of new specific covers for Domifacil comprehensive home insurance: domestic appliances package, second home package, policyholder’s children package and jewellery package.
- Santhia health insurance: three new packages for agricultural workers (accident back-up, voluntary assistance and replacement labour).
Dynamism and innovation
In 2010, Aviva will continue to demonstrate innovation and dynamism.
A major player in the distance selling of insurance products, with its Aviva Direct (provident and health), Epargne Actuelle (AFER) and Eurofil (non-life insurance) subsidiaries and brands totalling more than a million customers, Aviva will increase its online presence by strengthening links between its websites and sales networks. The reworking of its websites with the imminent launch of the overhauled www.aviva.fr will mark an initial stage.
This year, Aviva will also feel the benefits of work carried out at Aviva Europe to boost commercial dynamism and product innovation.
The main marketing focuses will be:
- In life insurance and long-term savings
- Continuing the systematic establishment of thorough investor profiles for all our customers in order to determine their objectives and investment horizons, thereby enabling them to take advantage of wealth management opportunities.
- Reducing switching fees to make it possible to adapt customers’ asset allocations to their needs.
- The Aviva Lisséo Duo Janvier 2011 offer allows customers to progressively invest in financial markets thanks to free monthly switching, while keeping part of their investment in a secure fund. Savers place up to 70% of their capital in the guaranteed part of the product, and from the following month onwards, free automatic monthly transfers will redirect part of the savings into the eligible unit-linked products from the Aviva Investors France UCITS range. The remaining maximum 30% can be invested in a 100%-guaranteed fund until 4 January 2011, to cover any cash requirements.
- In provident and long-term-care insurance
- Increase of the ceilings of Senséo provident policies to better adapt them to the realities of the liberal professions.
- For the self-employed, very small enterprises and small and medium-sized enterprises: modernisation of the Madelin contract, development of group insurance.
- In non-life insurance
- Development of easier, quicker and more relevant professional insurance.
- New civil liability for SMEs and SMIs.
- Boosting agents’ conversion of prospects via the internet, particularly with the packaging of a health offer for small entrepreneurs (which will soon be accessible via the website www.unionautoentrepreneur.com/content/le-club-des-partenaires-de-luae).
- Reworking of the Vulcain product for garages.
- Development of a comprehensive agricultural insurance product.
- Reduction of the cost of claims through an approved garages policy.
Sustainable development
In addition to continuing to adapt its products to various aspects of sustainable development, Aviva will be focusing on its educational role, particularly through informative websites geared towards the general public.
- In life insurance and long-term savings
- Marketing of socially responsible investment products to its networks, in particular Aviva Valeurs Responsables.
- Launch, in February, of the website www.questions-finance.fr, for any savers who want to gain a better understanding of how financial markets work and how their assets are managed.
- In provident and long-term-care insurance
- Launch, in February, of an informative space on the subject of the link between the generations, with the creation of the participatory website www.questions-generation.fr, which will allow internet users to exchange ideas and engage in the debate about the intergenerational link, generate ideas and identify initiatives on the ground.
- Active participation in debates on dependency; for nearly a year, Aviva has been promoting the need to establish compulsory long-term-care insurance within the framework of a public-private partnership.
- In non-life insurance
- Launch of “Aviva green loans”, offering those buying new clean vehicles preferential credit rates, a 10% insurance premium reduction as well as a 10% discount for customers in the Ile-de-France region who have an annual public transport season ticket.
- Expansion of the Corporate Citizens on the Road charter, which generates a real competitive advantage by enabling companies to reduce the road risks and CO2 emissions of their vehicle fleets.
- Pay-as-you-drive cover within the framework of Vectura motor insurance, which sends a strong prevention message to young drivers as higher charges are applied for use during risk periods (eg Saturday evening).
- New pricing for motor insurance policies for professionals who use their cars moderately.
Aviva will also help all its partners to develop offers and products adapted to their members and customers, particularly through its AFER, Crédit du Nord and vehicle distribution partnerships.
Finally, Aviva will continue to assist its 74%-owned subsidiary UFF with the implementation of its internal growth strategy Ambition Patrimoine.
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Press contacts:
Estelle Joubert (Aviva)
Telephone: +33 (0)1 7662 5786
E-mail: estelle_joubert@aviva.fr
Valérie Dudoit (HDL Communication)
Telephone: +33 (1)0 5865 2016
E-mail: vdudoit@hdlcom.com
Notes to editors:
About Aviva
Aviva is the world’s fifth-largest insurance group*, with 50 million customers across Europe, North America and the Asia Pacific region. Aviva’s principal business activities are: life insurance and long-term savings, fund management and general insurance.
At 31 December 2008, Aviva had total turnover of €64.3 billion, with €393 billion of assets under management. Aviva is the largest insurer in the UK and one of the leading providers of life insurance and pension products in Europe. A selection of images and all the press releases from the Aviva Group are available in the press area www.aviva.com/media.
With more than 180 years’ experience in France, Aviva is among the top ten players in the insurance market. Aviva France operates a balanced multi-distribution model based on a comprehensive range of products, mainly intended for individuals and SMEs.
Some 900 general agents, 1,800 branch staff, 400 life insurance advisers, almost 900 wealth management advisers (Union Financière de France) and more than 1,000 active partner brokers are at the service of three million clients every day. Aviva has developed unique expertise in building effective partnerships for the benefit of its clients, particularly with AFER, the largest savings association in France, and the Crédit du Nord, Société Générale and Ford groups.
Specialising in unit-linked products, Aviva is recognised for the excellent performance of its long-term funds, the quality and innovation of its products, and solid commitment to its customers through its Good Advice approach.
Aviva France is a socially responsible company and has developed initiatives that include reducing and neutralising its CO2 emissions, supporting more than 250 projects to help children and the elderly through the Aviva Foundation, and implementing an acclaimed diversity policy.
The Aviva Group directly employs more than 4,700 staff in France.
At 31 December 2008, Aviva France reported consolidated sales of €6.0 billion and an IFRS-based net profit of €130 million. The company had €69.6 billion of assets under management at 31 December 2008.
* Based on gross worldwide premiums at 31 December 2008.