Our strategic financial resilience partnerships
We know local causes and national charities are needed to give communities support with financial issues. That’s why we've partnered with Citizens Advice and the Money Advice Trust, two of the UK’s leading financial support and debt advice charities.
Through these partnerships, we’re increasing the capacity of frontline support services so more individuals and businesses dealing with financial pressures can get the right support to find a way forward. But these relationships go beyond funding: we’re also sharing our people’s expertise through volunteering, helping the charities improve efficiency, and collaborating on projects that tackle the root causes of financial hardship.
Our multi-faceted approach aims to create lasting, meaningful change – strengthening financial resilience and helping communities move from crisis to confidence.
Mariam shares an example of someone Citizens Advice has helped:
Transcript for video Mariam shares an example of someone Citizens Advice has helped
I’ll give you an example of a client I actually dealt with during COVID, and I'll always remember this because this guy was dismissed unfairly from work after 15 years.
But the client couldn't read and write, was slightly illiterate and didn't understand forms and things that he was given. You know, “sign this.” And he’d just sign.
After I heard his story, I knew that he wasn't dealt with in the right way. He couldn't be instantly dismissed.
We managed to get him three months... because he'd been there for 15 years... they were only going to give him one week's notice pay.
So in the end, the end story would be that he got three months pay and he got severance of £10,000.
And to me, whilst it took me three months to deal from beginning to end... You think, ‘that is the reason why you're here today.’ To help these people who have no voice, who don't understand forms, perhaps people who find things, simple things, quite intimidating.
Whereas perhaps myself and people who work in [Citizens Advice] simple things to us could be dealt with very quickly
Citizens Advice
Citizens Advice offers free, confidential and impartial advice for people needing support with bills, debt, benefits, housing and more.
Aviva has committed over £11 million to Citizens Advice since 2022, including £4 million pledged in 2025 to meet unprecedented demand. This funding is helping Citizens Advice:
- Employ more advisers to support hundreds of thousands of people each year facing personal and financial difficulty.
- Launch a dedicated referral service for Aviva’s customers, ensuring quick access to expert advice.
- Invest in technology to improve online advice and identify vulnerable clients faster.
- Train cohorts of Aviva colleagues to volunteer as telephone advisers one day a week.
See more about Citizens Advice and Aviva.
Money Advice Trust
The Money Advice Trust runs Business Debtline, the UK’s only free debt-advice service for small businesses and the self-employed. These businesses are the backbone of our economy and vital to local communities, which is why we’re committed to ensuring they have the support they need to overcome challenges and thrive.
Aviva has committed over £4.5 million to the Money Advice Trust since 2022, including a new pledge of £2.5 million in 2025 enabling:
- Thousands more small businesses to access free debt advice through funding additional telephone advisers.
- The development of ‘Building Up Business’- a programme designed to research the challenges faced by small business owners and deliver practical solutions. It provides virtual learning tools and resources aimed at strengthening financial management skills and boosting business knowledge.
- Funding and support for modernisation and multi-service channel delivery.
Get involved
Charities and local causes often need more than funding alone
Like many people in our communities, we love volunteering, and our people get up to three days of paid volunteering leave every year.
If you have a passion to help others with their financial resilience, why not consider volunteering with Citizens Advice?
The Aviva Foundation
We believe everyone should feel secure, confident and in control of their financial future. That’s why we offer support to both small and large organisations delivering solutions to help individuals and communities build financial resilience – supporting people to feel more secure, confident, and in control of their financial future.
Discover what support is available through the Aviva Foundation.