The international savings, investments and insurance group already trades as Aviva in most of its 28 markets across Europe, North America and Asia Pacific and the change in the UK is a key part of Aviva’s strategy of uniting the business behind a worldwide brand.
Aviva has grown from the merger of a number of businesses to become the fifth largest insurer in the world providing savings, investments and insurance to around 50 million customers.
Today’s change is part of the transformation set out by Andrew Moss, chief executive, in October 2007 in the ‘One Aviva, twice the value’ vision, which aims to maximise the company’s full potential as a global group. A consistent, recognisable name and branding across its markets around the world is an important part of Aviva’s strategy to succeed in an increasingly competitive and global marketplace.
Outside the UK, Aviva’s businesses in Ireland and Poland will complete the name change to Aviva in 2010.
