Being vulnerable isn’t something that only happens to other people. Ask Our Emma from Aviva’s vulnerable customer team. She knows better than most.
In a hurry? Read a summary
What does it mean to support vulnerable customers, and why does it matter?
From personal experiences of hardship to helping those facing financial shocks, Emma shows how partnerships with charities like Citizens Advice and Alzheimer’s Society make a real difference.
This is a story of resilience, empathy, and never saying no to opportunities.
Read the full story to see how one person’s journey is shaping a culture of care and changing lives.
This summary is generated by artificial intelligence and reviewed by our editorial team.
It’s hard to describe what I do, but I'll try.
A lot of my work is with charity partners. Because of these partnerships, when customers call us needing help, real help, we’re ready to do everything we can to keep them safe.
My grandma was recently diagnosed with Alzheimer’s.
My mum’s husband died unexpectedly earlier this year.
I got pregnant at 17, was told to leave my school, and survived an abusive relationship.
That’s how I know. One day, you’re fine. The next, you get sick, you suffer a financial shock, you’re suddenly alone. Even if you’re not vulnerable now, you probably will be at some point in your life.
On hard times
I started working here 23 years ago. Back then, customers called us to access their investments to pay off their mortgage, go on a cruise, buy a new car. Now, people sometimes need their pension to pay the bills or even buy food.
Customers might call us to ask for a payment break or mention they’re accessing investments sooner than planned. It’s really important to listen and try to help them get ready for a secure future.
We can refer financially vulnerable customers to Citizens Advice. They get a call back within 48 hours. Citizens Advice can help with benefits, energy costs, legal advice… all kinds of things.
One customer, David, had no income or savings because of health issues after having Covid-19. He didn’t have money for food, so Citizens Advice gave him a food voucher straight away. Then they found he was also not claiming some benefits he was eligible for and paying more for some things than he needed to.
We started referring to Citizens Advice early this year. Since then, our customers have gained over £1,000,000 through things like reducing their energy costs and accessing financial support.
On being vulnerable
We support colleagues, too. I know how difficult some cases can be.
Years ago, I left an abusive relationship and walked away with nothing.
My daughter was two when we moved in with my grandma. We were sleeping on the sofa in a one-bedroom flat, but we were safe.
Then I got a job at Aviva, and grandma looked after my daughter.
My mum worked for Aviva too. We did alternate shifts in claims, and my little girl would come to the office and pretend to be on the phone next to us between our shifts.
That job meant I could get a mortgage, and my daughter and I could get our own house.
Since then, I’ve been working towards a better life, for my family. Looking back, I don't know if I’d be strong enough to go through it all again.
I’m grateful for charity partners, like Refuge, and our amazing team of vulnerability practitioners. They help me keep track of customers who need extra care and support.
On frustration
I’m married now with three daughters and a dog. My eldest is 25 with her own house and a job at Aviva.
My grandma turned 98 and was recently diagnosed with dementia. The work I do with Alzheimer's Society to support Aviva’s vulnerable customers helps me understand and deal with that.
She’s amazing. She’s the family matriarch, even now, but she needs our help to keep her independence. Yet when we call her bank or doctor, they can’t talk to us.
I’m seeing, first hand, the frustration vulnerable customers and their families often face. It’s a struggle. There are often quite a lot of regulations, and some issues are complex.
On recognition
Every one of us in our small team has struggled. We know what it’s like to be vulnerable. We know the things we did in those moments; the things we wish we’d done.
We’re all passionate about what we do. If we weren't, this wouldn't be the job for us. We hear about difficult cases every single day. We hear from customers in really shocking circumstances.
Recently, our team has been shortlisted for two awards. We're up against some amazing organisations doing amazing work. Just to be shortlisted is something I’m really proud of.
On never saying no to an opportunity
Winning an award would be fantastic. But win or lose, I'll keep doing what I’m doing.
A few years back, somebody told me, ‘Never say no to an opportunity’. Since then, I’ve spoken in front of hundreds of people about supporting survivors of economic abuse. I never thought I would do that.
I’m a trustee at Citizens Advice, I’ve joined the Aviva Carers Community, I’m on the Aviva Foundation advisory panel. I push myself because now I see opportunities, and I don’t say no.
There aren’t many jobs like mine. I get to do work that I love and make a real difference for people. People like past-me, people like my grandma, maybe people like you – one day.
Our vulnerable customer team
… write our vulnerable customer policy and framework.
They provide training for colleagues across Aviva to make sure the right support is offered to our customers.
And they work with partners to help customers get the help they need. In short, they’re brilliant.
