{"product_id":"aviva-swot-analysis","title":"Aviva SWOT Analysis","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eYour Strategic Toolkit Starts Here\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eAviva’s resilient brand strength and diversified product mix position it well in mature markets, but legacy IT, regulatory pressures, and shifting customer preferences pose material risks to growth and margins.\u003c\/p\u003e\n\u003cp\u003eDiscover the full SWOT analysis for a research-backed, editable report and Excel matrix—perfect for investors and strategists who need clear, actionable insights to plan and pitch with confidence.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eS\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003etrengths\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDominant Market Share in Core Regions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eAviva serves about 21.7 million customers in the UK as of late 2025 and holds a 26% share of the UK life insurance market, making it number one in life. The group is also the top wealth provider by assets and net flows. After acquiring Direct Line in mid-2025, Aviva became the largest UK personal lines insurer, reaching nearly 40% of the adult population.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSuccessful Pivot to Capital-Light Business\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eAviva has shifted to capital-light operations, which made ~66% of group operating profit by mid-2025 and is guided to exceed 75% by 2028, cutting balance-sheet strain and capital requirements.\u003c\/p\u003e\n\u003cp\u003eThis raises return on equity sensitivity to fee income and net flows rather than actuarial reserves, improving scalability and predictability.\u003c\/p\u003e\n\u003cp\u003eWealth management and health insurance premium growth—double-digit net inflows in 2024–2025 and rising health premiums—drive high-margin expansion.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRobust Solvency and Capital Generation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eAviva shows robust solvency with a Solvency II shareholder cover ratio of 206% in H2 2025, well above the regulatory minimum; here’s the quick math: 206% means capital available is just over double required solvency. The group also generated strong capital, sending £1.02bn in cash remittances in H1 2025. That strength underpins a progressive dividend policy and funded a 10% rise in the 2025 interim dividend.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIntegrated Multi-Line Distribution Model\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eAviva’s integrated life, general and health lineup drives unique cross-sell reach: about 43% of new policies are sold to existing customers, boosting average revenue per user and lowering acquisition spend.\u003c\/p\u003e\n\u003cp\u003eMyAviva digital portal — credited with record-low churn rates — centralises customer engagement and supports the one-stop-shop financial wellbeing model, raising customer lifetime value and operational efficiency.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e43% of new policies to existing customers\u003c\/li\u003e\n\u003cli\u003eMyAviva reduces churn; increases cross-sell\u003c\/li\u003e\n\u003cli\u003eOne-stop shop cuts acquisition cost, lifts LTV\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOperational Excellence and Synergistic M\u0026amp;A\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eManagement hit 2026 financial targets a year early, with expected 2025 operating profits of £2.2bn, showing strong execution.\u003c\/p\u003e\n\u003cp\u003eDirect Line integration raised cost synergy estimates to £225m, nearly double initial forecasts, boosting combined scale.\u003c\/p\u003e\n\u003cp\u003eOngoing automation and digital claims processing cut loss adjustment expense and improved the combined operating ratio, keeping pricing adequate in volatile markets.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e£2.2bn 2025 operating profit\u003c\/li\u003e\n\u003cli\u003e£225m upgraded synergies\u003c\/li\u003e\n\u003cli\u003eImproved combined operating ratio via automation\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Strengths-Lightning-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAviva: UK life leader—21.7m customers, 26% share, £2.2bn profit, 206% solvency\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eAviva is UK life market leader with 21.7m customers and 26% life share (late 2025), top wealth provider by assets\/net flows, and largest personal lines insurer post-Direct Line (reach ~40% adults). Capital-light mix made ~66% of operating profit mid-2025, guided \u0026gt;75% by 2028; Solvency II cover 206% H2 2025; 2025 operating profit £2.2bn; upgraded synergies £225m.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eCustomers (UK)\u003c\/td\u003e\n\u003ctd\u003e21.7m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLife market share\u003c\/td\u003e\n\u003ctd\u003e26%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eReach (adults)\u003c\/td\u003e\n\u003ctd\u003e~40%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCapital-light profit (mid-2025)\u003c\/td\u003e\n\u003ctd\u003e66%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSolvency II cover (H2 2025)\u003c\/td\u003e\n\u003ctd\u003e206%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOperating profit (2025)\u003c\/td\u003e\n\u003ctd\u003e£2.2bn\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSynergies (post-Direct Line)\u003c\/td\u003e\n\u003ctd\u003e£225m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eProvides a clear SWOT framework for analyzing Aviva’s business strategy, highlighting internal capabilities, market strengths, operational gaps, and external opportunities and threats shaping its competitive position.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eDelivers a concise Aviva SWOT snapshot for rapid strategic alignment and clear stakeholder updates.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eW\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eeaknesses\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHigh Geographic Concentration Risk\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eFollowing a multi-year exit from non-core markets, Aviva now derives over 85% of gross written premiums from the UK, Ireland, and Canada, concentrating risk regionally. This narrow footprint leaves the group exposed to local economic shocks: UK GDP growth slowed to 0.2% in Q3 2024, raising downside risk to premiums and investment returns. Regulatory shifts in the British Isles or prolonged UK stagnation could hit Aviva harder than globally diversified insurers, compressing margins and ROE.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIntegration Complexity of Large Acquisitions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe 3.7 billion pound acquisition of Direct Line in 2025 creates major short-term integration risk as Aviva merges large IT estates and workforces; integrating legacy platforms for over 4 million acquired customers could strain ops and raise IT conversion costs. \u003c\/p\u003e\n\u003cp\u003eAviva targets 225 million pounds of cost synergies, demanding intense management focus and near-term cash for restructuring; failure to hit milestones risks service disruption and customer churn in the competitive motor and home markets. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSensitivity to Interest Rate Fluctuations\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eDespite moves to capital-light models, about 40% of Aviva PLC’s 2024 annuity and retirement book stays interest-rate sensitive; a 100bp rise in yields would lift investment income but cut fair-value of long-term liabilities by ~£1.8bn, pressuring IFRS ROE. Rapid central bank shifts in 2024–25 risk volatility in income and liability valuation, creating accounting mismatches and making some savings products less appealing even as Bulk Purchase Annuity demand rose 12% in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eReliance on Intermediary and Partnership Channels\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eA substantial share of Aviva’s wealth and commercial lines relies on third-party advisers and partners—examples include the travel insurance partnership with Nationwide that accounted for an estimated 8–10% of retail travel premiums in 2024—reducing Aviva’s direct control of the customer journey.\u003c\/p\u003e\n\u003cp\u003eDependence pressures commission payouts and margin; Aviva reported distribution costs rising to about 13% of fee income in FY2024, squeezing operating profit on those lines.\u003c\/p\u003e\n\u003cp\u003eRegulatory shifts on financial advice or losing a major partner could cut net flows and premiums sharply; a single large partner exit historically trimmed peer net inflows by 20–30% within 12 months.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e~8–10% of travel premiums via Nationwide (2024)\u003c\/li\u003e\n\u003cli\u003eDistribution costs ~13% of fee income (FY2024)\u003c\/li\u003e\n\u003cli\u003eSingle-partner loss can cut net inflows 20–30%\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOngoing Legacy Infrastructure Challenges\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eDespite £1.2bn of tech investment in 2024, Aviva still runs legacy IT from mergers (Norwich Union, CGU), creating tech debt that slows product launches and raises operating costs.\u003c\/p\u003e\n\u003cp\u003eOngoing capex of several hundred million annually will be needed to retire systems, or Aviva risks losing market share to digital-native insurtechs and facing higher IT maintainence (maintenance) expense ratios.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e£1.2bn 2024 tech spend\u003c\/li\u003e\n\u003cli\u003eLegacy systems from Norwich Union\/CGU\u003c\/li\u003e\n\u003cli\u003eTech debt → slower launches, higher OpEx\u003c\/li\u003e\n\u003cli\u003eHundreds of £m annual capex required\u003c\/li\u003e\n\u003cli\u003eCompetitive pressure from insurtechs\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/SWOT-Content-Weaknesses-Cloud-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHigh UK\/IE\/CA concentration, costly Direct Line buy and fragile UK growth risk\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHeavy UK\/Ireland\/Canada concentration (85%+ GWP) raises local macro and regulatory risk; UK Q3 2024 GDP +0.2% shows fragility. Direct Line £3.7bn buy (2025) creates integration and IT conversion costs for 4m customers; £225m synergy target needs near-term cash. Tech debt persists despite £1.2bn 2024 spend; hundreds of £m p.a. capex required. Distribution costs ~13% of fee income (FY2024), partner exits can cut inflows 20–30%.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eGWP concentration\u003c\/td\u003e\n\u003ctd\u003e85%+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUK Q3 2024 GDP\u003c\/td\u003e\n\u003ctd\u003e+0.2%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDirect Line deal\u003c\/td\u003e\n\u003ctd\u003e£3.7bn (2025)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSynergy target\u003c\/td\u003e\n\u003ctd\u003e£225m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTech spend 2024\u003c\/td\u003e\n\u003ctd\u003e£1.2bn\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDistribution cost\u003c\/td\u003e\n\u003ctd\u003e~13% FY2024\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePartner-exit hit\u003c\/td\u003e\n\u003ctd\u003e20–30%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eWhat You See Is What You Get\u003c\/span\u003e\u003cbr\u003eAviva SWOT Analysis\u003c\/h2\u003e\n\u003cp\u003eThis is the actual SWOT analysis document you’ll receive upon purchase—no surprises, just professional quality. The preview below is taken directly from the full SWOT report you'll get, and it reflects the same structured, editable content included in your download. Buy now to unlock the complete, in-depth version immediately after checkout.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"MatrixBCG","offers":[{"title":"Default Title","offer_id":56752471605625,"sku":"aviva-swot-analysis","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0911\/3554\/1625\/files\/aviva-swot-analysis.png?v=1772241404","url":"https:\/\/matrixbcg.com\/products\/aviva-swot-analysis","provider":"MatrixBCG","version":"1.0","type":"link"}