Aviva’s digital journey

Brian Carruthers

UK pensions and insurance company Aviva has reinvented itself over the past five years, building a digitally enabled business and tapping the latest trends around subscription models.

These days every business is on a journey of digital transformation, but it can still come as a surprise to realise just how far some have come – and how quickly.

“We started this journey four or five years ago, as a business that was very, very traditional,” Blair Turnbull, managing director/digital and retail at Aviva, told The Digital Transformation Conference (London, May 2019): much of its business still relied on intermediaries and partners, like insurance agents, advisers and banks. Today, 80% of its 80 million direct transactions in the UK are digitally enabled and the more-than-three-hundred-year-old business is tapping...

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