Aviva (AV) Status update summary

Customer growth and engagement

• Customer base has grown to 19.6 million across the UK, Canada, and Ireland, with ambitions to exceed 21 million by 2026 and 5.7 million UK customers with multiple policies.

• 41% of new sales are to existing customers, demonstrating strong cross-selling and retention, especially among multi-policy holders who show higher engagement and loyalty.

• Investments in digital, data, and marketing have enabled direct engagement with 8.8 million customers and improved customer journeys, with over 10 million app logins in four months.

• The MyAviva app has been relaunched with enhanced features, driving a 15-point increase in online experience scores and a 20-point rise in motor satisfaction.

• Affluent customers (3.5 million) represent a significant opportunity, holding over £1 trillion in assets and using multiple products over their lifetimes.

Product and proposition innovation

• Aviva Zero, a next-generation retail motor product, has sold nearly one million policies in 2.5 years, supporting growth in personal lines.

• Workplace business assets have reached £120 billion, with scheme membership up 50% in three years; a new Guided Retirement proposition is set to launch.

• Direct Wealth proposition targets mass affluent customers, leveraging data for personalized marketing and lower acquisition costs, with plans to expand guidance and product journeys.

• New digital features like MyDrive and Aviva Score use AI and telematics to engage customers, reward safe driving, and provide personalized financial insights.

• Well-being solutions are being piloted for large corporates and will be expanded to all customers via MyAviva.

Operational efficiency and technology

• Achieved 60% marketing permissions among eligible customers, up 75% since 2020, through improved data management and customer matching.

• A single customer view will be operational by year-end, enabling real-time, personalized engagement and more efficient marketing.

• Over 8,000 digital improvements delivered in three years, including enhanced claims journeys and virtual assistant capabilities, leading to a 40-point NPS increase for claims.

• Efficiency gains are supported by cross-business collaboration, lower acquisition costs for existing customers, and a focus on pragmatic customer journey improvements.

• Investments of £300 million over three years have underpinned digital transformation, with further opportunities as legacy customers are migrated to modern platforms.