Aviva has received regulatory approval from the Financial Conduct Authority (FCA) to provide targeted support[1] to its customers. This marks an important step in Aviva’s ambition to expand access to financial support and close the advice gap for customers.
Aviva will launch the service to customers from summer 2026, in a phased rollout. Its targeted support will help customers who may not currently use financial advice but would benefit from more personalised guidance.
Through a combination of prompts and suggestions, the service will help customers take clearer steps, based on what typically works for people in similar situations.
Targeted support gives us the opportunity to provide people with the help they need in a more practical way.
Aviva will take a phased approach to launching targeted support and building out the service over time. The initial rollout will focus on the needs of Aviva’s pension customers, and will evolve through customer feedback, ongoing testing, and regulatory engagement.
Michele Golunska, Managing Director of Wealth at Aviva, said: “The introduction of targeted support is an important milestone.
“Millions of people are having to make complex financial decisions without the guidance they need. Indeed, only 9% of people are believed to take full financial advice in the UK today[2]. Targeted support gives us the opportunity to provide people with the help they need in a more practical way.
“We will evolve our targeted support service; testing, learning and building over time. It’s important we get things right for our customers.
“Our ambition is to create a service that feels accessible and easy to use. It will help customers take the next step with confidence and we are committed to playing our role in supporting our customers’ financial futures.”
Ends
References:
1. Targeted support is a new regulated service designed to bridge the gap between guidance and full financial advice, enabling firms to offer tailored suggestions to groups of customers with similar characteristics. www.fca.org.uk [↑]
Enquiries:
Fiona Whytock
Retirement, Savings and Investments
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Phone
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+44 (0) 7800 692 299
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Email
Shelley Kernaghan
Retirement and Annuities
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Phone
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+44 (0) 7800 692 266
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Email
Notes to editors:
- We are the UK's only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
- We help our 25.2 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
- We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
- Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
- As at 31 December 2025, total Group assets under management at Aviva Group were £454 billion and our estimated Solvency II shareholder capital surplus as at 31 March 2026 was £6.1 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
- For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us
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