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Aviva
How is Aviva targeting the retirees and growing wealth cohorts?
In early 2025 Aviva reported a 14 percent rise in private health subscriptions as it pivots to health and wealth, shifting from a broad insurer to a focused financial leader targeting aging, wealth-accumulating customers across the UK, Ireland and Canada.
Aviva’s customer base now spans individual retirees, mid-career savers, SMEs and institutional partners, prioritized by age, income, savings stage and healthcare needs to drive product mix and capital allocation.
See product insight: Aviva Porter's Five Forces Analysis
Who Are Aviva’s Main Customers?
Aviva’s primary customer segments comprise Individual Consumers, Corporate and Commercial clients, and Institutional investors, serving about 19.5 million customers across core markets as of mid-2025. The largest volume is B2C, focused on mass-affluent ages 35–65, with rapid growth in the 55+ retirement cohort.
Individual Consumers (B2C)
Targets mass-affluent adults aged 35–65 who prioritize retirement planning and protection; over-55s drive demand for annuities and equity release.
Corporate & Commercial (B2B)
Serves >4,000 corporate clients with group pensions, workplace savings and commercial insurance; primary buyers are HR directors and CFOs, many long-term contracts.
Institutional Investors
Includes asset management and bulk annuity counterparties seeking capital-light, long-duration liabilities and investment partnerships.
SME & GI Customers
GI offers tailored SME cover (professional indemnity, property); SME segment grew 9% in 2025 after modular, AI-driven product launches.
Shifts in focus favor Protection and Health over motor lines after analysis showed multi-product customers have 25% higher lifetime value; Generation X and Young Boomers are key targets during peak earning years.
Key characteristics & data
Practical segmentation and product focus underpin customer targeting, with measurable financial impact across lines.
- Customer count: 19.5 million (mid-2025)
- B2B clients: >4,000, including FTSE 100 exposure
- Operating profit contribution from retirement products within prior fiscal year: part of £1.5 billion
- SME GI growth: 9% in 2025 following AI-modular products
For broader competitive context see Competitors Landscape of Aviva
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What Do Aviva’s Customers Want?
The modern Aviva customer seeks financial security and digital simplicity, favouring self-service and ethical brands; in 2025 over 70% of new policy interactions occur via MyAviva, and sustainable investing has risen. Practical needs centre on clearer retirement planning and faster claims resolution, with younger, ESG-conscious clients driving uptake of green products.
Digital-first interaction
Over 70% of new policy actions in 2025 are via MyAviva, reflecting demand for self-service ecosystems and mobile-first experiences.
Sustainability matters
Aviva’s Net Zero by 2040 target has driven a 12% rise in sustainable fund adoption within pension portfolios among younger investors.
Advice gap and simplicity
Customers report complexity in financial planning; Aviva uses robo-advice and simplified disclosures to reduce the advice gap in the UK market.
Claims speed and efficiency
Claims automation has cut average settlement times for simple motor and home claims to under 24 hours in many cases, addressing the need for rapid resolution.
Bundling and loyalty
The 'One Aviva' strategy encourages multi-product ownership via bundled discounts and life-event personalised insights to improve retention.
Eco-conscious product design
Products like Aviva Zero motor insurance target eco-friendly drivers by offsetting emissions, aligning practical protection with 'guilt-free' consumption.
Key customer preferences combine security, convenience and values-driven choices; Aviva’s product and channel design responds across life stages with targeted digital tools and automated services.
Customer Needs and Preferences — Quick Facts
Data points shaping Aviva customer strategy in 2025 and practical implications for product teams and marketers.
- Preference for self-service: 70%+ of new policy interactions via MyAviva.
- Sustainable investing: 12% increase in sustainable fund adoption in pensions.
- Claims efficiency: many simple motor/home claims settled in under 24 hours.
- Advice gap addressed with robo-advice and clearer disclosures for retirement planning.
For deeper context on Aviva’s strategic positioning and customer segmentation see Growth Strategy of Aviva.
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Where does Aviva operate?
Aviva’s geographical market presence concentrates on core territories—UK, Canada and Ireland—where it leverages scale, local expertise and high brand awareness to drive lower acquisition costs and higher margins.
United Kingdom focus
The UK accounts for approximately 65 percent of group revenue; Aviva uniquely offers a full suite of insurance and wealth products under one brand across London and suburban markets, boosting cross-sell and retention.
Canada—top-three insurer
Aviva Canada is a top-three general insurer, strong in commercial lines and personal property in Ontario and British Columbia, supported by an extensive independent broker network to match local customer preferences.
Ireland—life and pensions leader
Aviva holds a dominant share in Ireland’s life and pensions market, benefiting from rising private pension demand as state pension ages shift and households seek private retirement solutions.
Capital repatriation & reinvestment
Strategic exits from non-core Europe and Asia (2021–2024) freed capital for reinvestment; in 2025 Aviva expanded UK health via niche acquisitions to consolidate domestic footprint and market share.
Brand awareness
Prompted brand awareness exceeds 90 percent across the three core territories, reducing customer acquisition costs versus fragmented competitors.
Market segmentation
Geographic concentration aligns with Aviva market segmentation: urban financial hubs, suburban homeowners, and provincially concentrated commercial clients in Canada.
Customer acquisition
Localized distribution (brokers in Canada, integrated brand in UK/Ireland) enables targeted marketing to Aviva insurance customer profile segments, lowering CAC and improving LTV.
Product concentration
Focus on insurance, wealth and health offerings in core markets concentrates product development and cross-sell efforts where demographic demand is highest.
Reinvestment outcomes
Repatriated capital from non-core exits funded UK health acquisitions in 2025 and strengthened digital and distribution investments across primary territories.
Further reading
For deeper analysis of Aviva target market and customer demographics see Target Market of Aviva.
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How Does Aviva Win & Keep Customers?
Aviva balances broker networks with a digital-first acquisition model that generated nearly 55% of new individual policy sales in 2025, while retention is driven by the MyAviva app and loyalty initiatives that cut motor and home churn by 15%.
Multi-channel acquisition
Aviva uses brokers, SEO, PCWs and targeted social campaigns (LinkedIn for B2B; Facebook for older B2C) to capture leads and expand its consumer base.
Data-driven pricing
Advanced analytics enable 'personalized pricing' by risk profile and history to avoid PCW price wars and preserve margins.
Retention via MyAviva
The MyAviva app exceeded 6 million active users by end-2025, serving as a hub for cross-sell, upsell and service interactions.
Aviva Plus loyalty
Renewal price guarantees and rewards under Aviva Plus reduced churn in volatile lines by 15%, increasing customer lifetime value.
CRM enhancements and partnerships further boost acquisition and retention.
AI-enabled CRM
Generative AI provides real-time sentiment analysis and agent guidance, lifting first-call resolution to 85% in 2025.
Predictive retention
Proactive outreach uses behavioral signals and historic data to present tailored retention offers before churn events occur.
Bank partnerships
White-labeled insurance through major banks taps existing customer bases cost-effectively, boosting multi-product adoption.
Lead channels mix
SEO, PCWs and social ads remain primary drivers of leads; PCW exposure combined with personalized offers reduces margin erosion.
CLV focus
Cross-selling across life, health, pensions and home increases CLV by creating product dependencies that deter switching.
Customer segmentation
Market segmentation targets distinct demographics and product lines, from pensions and investments to small-business insurance products.
Key metrics & sources
Performance is quantified by digital share of new sales, app users, churn reduction and service KPIs; read more on the company’s wider marketing approach:
- Marketing Strategy of Aviva
- Digital-first new individual policy share: 55% (2025)
- MyAviva active users: 6,000,000+ (end-2025)
- First-call resolution: 85% (2025)
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