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Company > Aviva PLC: Business Model, SWOT Analysis, and Competitors 2023

Aviva PLC: Business Model, SWOT Analysis, and Competitors 2023

Published: May 04, 2023

Inside This Article


    Aviva PLC is a leading global insurance company that operates in multiple markets and offers a wide range of insurance products and services. This article explores Aviva's business model, SWOT analysis, and competitors in 2023. By understanding Aviva's unique approach to the insurance industry, analyzing its strengths, weaknesses, opportunities, and threats, and examining its key competitors, readers will gain valuable insights into the company's position in the market and its potential for growth in the coming years.

    What You Will Learn:

    • Who owns Aviva PLC and the significance of understanding the ownership structure of a company.
    • The mission statement of Aviva PLC and how it guides the company's strategic direction.
    • How Aviva PLC generates revenue and the key sources of income for the company.
    • An explanation of the Aviva PLC Business Model Canvas, highlighting the various components and their interrelationships.
    • The main competitors of Aviva PLC and their impact on the company's market position.
    • An overview of the SWOT analysis of Aviva PLC, examining its strengths, weaknesses, opportunities, and threats.

    Who owns Aviva PLC?

    Major Shareholders

    Aviva PLC, a multinational insurance company based in the United Kingdom, has a diverse ownership structure with several major shareholders. These shareholders play a crucial role in shaping the company's strategic decisions and overall direction.

    One of the largest shareholders of Aviva PLC is BlackRock, an American investment management company. As of the latest available data, BlackRock holds a significant stake in Aviva, making it one of the most influential shareholders. With its extensive expertise in the financial sector, BlackRock's ownership often carries considerable weight in Aviva's decision-making processes.

    Another notable shareholder is Legal & General Group, a British multinational financial services company. Legal & General Group also holds a significant stake in Aviva PLC. As a prominent player in the insurance and investment industry, Legal & General Group's ownership provides it with substantial influence over Aviva's operations.

    The third major shareholder of Aviva PLC is Vanguard Group, an American investment management company known for its index funds and exchange-traded funds (ETFs). Vanguard Group's ownership in Aviva further diversifies the shareholder base and adds to the company's stability.

    Institutional Ownership

    Apart from major institutional shareholders, Aviva PLC also has a significant portion of its ownership held by various other institutional investors. These include pension funds, insurance companies, and asset management firms. While their individual ownership stakes may not be as substantial as the major shareholders, their collective ownership represents a significant portion of Aviva's total ownership structure.

    Institutional ownership offers stability to Aviva PLC as these institutions typically have long-term investment strategies. Moreover, they often have dedicated investment teams that closely monitor the company's performance, ensuring active engagement and constructive dialogue with Aviva's management.

    Retail Investors

    In addition to institutional ownership, Aviva PLC also has a substantial number of retail investors. These are individual shareholders who buy and hold Aviva's shares through brokerage accounts or investment platforms. Retail investors play an important role in providing liquidity to the stock market and can collectively influence the company's ownership structure through their buying and selling activities.

    While individual retail investors may not have the same level of influence as major institutional shareholders, their ownership signifies widespread interest and confidence in Aviva PLC among individual investors. Retail investors often have a long-term perspective and can contribute to the overall stability and resilience of Aviva's ownership structure.


    The ownership of Aviva PLC reflects a diverse mix of major institutional shareholders, including BlackRock, Legal & General Group, and Vanguard Group. These major shareholders, along with various other institutional investors and a significant number of retail investors, collectively shape Aviva's ownership structure. Their ownership stakes provide stability, influence strategic decisions, and contribute to the overall success of Aviva PLC as a leading insurance company in the global market.

    What is the mission statement of Aviva PLC?

    Aviva PLC's Mission Statement

    Aviva PLC is a global insurance and financial services company that is committed to providing its customers with peace of mind and financial security. The company's mission statement reflects its dedication to delivering value to its stakeholders and making a positive impact on society.

    Aviva's mission statement can be summarized as follows:

    1. Providing financial security

    Aviva aims to provide its customers with the financial security they need to protect themselves and their loved ones. The company offers a wide range of insurance products, including life, health, home, and car insurance, to ensure that individuals and families are covered in times of unexpected events or emergencies.

    2. Delivering value to customers

    Aviva is dedicated to delivering value to its customers by offering high-quality products and services that meet their needs. The company constantly strives to improve customer experience and satisfaction by providing innovative solutions, personalized advice, and efficient claims processes.

    3. Building long-term relationships

    Aviva understands the importance of building long-term relationships with its customers. The company aims to be a trusted partner that customers can rely on throughout their lives, providing ongoing support and guidance as their needs evolve. Aviva's focus on building strong customer relationships helps foster loyalty and ensures customer retention.

    4. Making a positive impact on society

    Aviva recognizes its role in society and is committed to making a positive impact on the communities it operates in. The company actively engages in corporate social responsibility initiatives, focusing on areas such as climate change, social inclusion, and financial education. Aviva's mission statement reflects its dedication to being a responsible corporate citizen and contributing to the well-being of society.

    In conclusion, Aviva PLC's mission statement encompasses its commitment to providing financial security, delivering value to customers, building long-term relationships, and making a positive impact on society. These core values guide the company's actions and shape its strategies as it continues to serve its customers and stakeholders around the world.

    How does Aviva PLC make money?

    Overview of Aviva PLC

    Aviva PLC is a multinational insurance company based in London, United Kingdom. With a rich history dating back over 300 years, Aviva has grown to become one of the largest and most renowned insurance providers worldwide. Offering a wide range of insurance products and services, Aviva operates in various markets across Europe, Asia, and North America.

    Insurance Premiums

    One of the primary sources of revenue for Aviva PLC is through the collection of insurance premiums. As an insurance company, Aviva offers a diverse portfolio of insurance products, including life insurance, health insurance, property insurance, and automobile insurance. Customers pay regular premiums to Aviva in exchange for coverage against potential risks and losses.

    Aviva employs actuarial analysis to assess the probability and potential cost of future claims. Based on this analysis, Aviva determines the premium rates for each policy, taking into account factors such as the insured's age, health condition, occupation, and the level of coverage required. The premiums collected by Aviva from policyholders form a significant portion of the company's revenue stream.

    Investment Income

    In addition to insurance premiums, Aviva PLC generates substantial income through its investments. As a large financial institution, Aviva manages a vast portfolio of investments, including bonds, equities, and real estate. The premiums collected from policyholders are not entirely utilized for claim settlement; a portion is allocated to Aviva's investment activities.

    Aviva's investment strategy aims to generate attractive returns while ensuring the security of its policyholders' funds. The company's investment professionals carefully select and manage a diversified portfolio of assets, leveraging their expertise to optimize returns. Income from these investments, such as dividends, interest, and capital gains, contributes significantly to Aviva's overall profitability.

    Ancillary Services

    Aviva also generates revenue through various ancillary services. These services are complementary to its core insurance business and provide additional value to customers. For instance, Aviva offers risk management consulting services to help businesses assess and mitigate potential risks. This includes advising on strategies to improve safety protocols, comply with regulations, and minimize the likelihood of claims.

    Furthermore, Aviva provides retirement planning services, helping individuals and organizations plan for their financial future. This involves offering pension schemes, investment options, and personalized advice on retirement savings. By diversifying its revenue streams through these ancillary services, Aviva enhances its overall financial performance.


    In summary, Aviva PLC generates revenue through insurance premiums, investment income, and ancillary services. The company's core business revolves around collecting premiums from policyholders and providing insurance coverage against various risks. Simultaneously, Aviva strategically invests a portion of these premiums to generate additional income. Furthermore, by offering ancillary services such as risk management consulting and retirement planning, Aviva expands its revenue streams and solidifies its position as a leading insurance provider.

    Aviva PLC Business Model Canvas Explained

    What is a Business Model Canvas?

    A Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It breaks down the key elements and activities of a business, allowing stakeholders to understand how the company creates, delivers, and captures value.

    Aviva PLC's Business Model Canvas Overview

    Aviva PLC, a British multinational insurance company, has a well-defined business model that enables it to thrive in the highly competitive insurance industry. Let's delve into the various components of Aviva's Business Model Canvas to gain a better understanding of how the company operates.

    Key Partnerships

    Aviva PLC collaborates with various partners to enhance its offerings and expand its customer base. These partnerships include insurance brokers, affinity groups, and financial institutions. By establishing strong alliances, Aviva is able to tap into new markets, access a wider range of customers, and leverage the expertise of its partners.

    Key Activities

    The key activities of Aviva PLC revolve around providing insurance and investment solutions to its customers. This involves underwriting policies, managing risks, and offering a diverse range of products and services. Aviva also focuses on innovation and technology integration to streamline its operations and enhance customer experience.

    Key Resources

    Aviva PLC's key resources include its extensive network of agents and brokers, advanced technology infrastructure, and a talented workforce. These resources enable Aviva to effectively distribute its products, process claims efficiently, and maintain strong relationships with its customers. Additionally, Aviva's strong financial position allows the company to invest in research and development, ensuring a continuous flow of innovative solutions.

    Value Proposition

    Aviva PLC's value proposition lies in its ability to provide tailored insurance solutions that meet the diverse needs of its customers. Through its comprehensive product portfolio, Aviva offers a wide range of coverage options, competitive pricing, and personalized customer service. This customer-centric approach differentiates Aviva from its competitors and fosters long-term customer loyalty.

    Customer Segments

    Aviva PLC serves a diverse customer base, including individuals, businesses, and institutional clients. The company targets different segments through its various brands, each catering to specific customer needs. By segmenting its market, Aviva can tailor its products, marketing messages, and distribution channels to effectively reach and serve each customer segment.


    Aviva PLC utilizes multiple distribution channels to reach its customers. These channels include direct sales through its website and call centers, partnerships with insurance brokers and financial advisors, and affinity relationships with organizations such as trade unions and professional associations. This multi-channel approach ensures that Aviva can meet customer preferences and provide convenient access to its products and services.

    Cost Structure

    Aviva PLC's cost structure primarily consists of operational costs, such as employee salaries, marketing expenses, and technology investments. Additionally, as an insurance company, Aviva incurs costs related to claims payouts and risk management. By effectively managing its cost structure, Aviva can remain competitive while providing value to its customers and generating profits.

    Revenue Streams

    Aviva PLC generates revenue through various sources, including policy premiums, investment income, and fees for services. The company's diversified product portfolio allows it to generate revenue from different insurance lines, such as life, health, property, and casualty. Aviva also earns income from its investment portfolio, leveraging its expertise in managing assets.

    Which companies are the competitors of Aviva PLC?


    Aviva PLC, a multinational insurance company based in the United Kingdom, operates in a highly competitive industry. As one of the largest and most well-known insurance providers, Aviva faces competition from various companies offering similar products and services. In this section, we will explore some of Aviva's main competitors and their impact on the insurance market.

    Competitor 1: Allianz SE

    Allianz SE, a German multinational financial services company, is one of the major competitors of Aviva PLC. With a strong presence in the global insurance market, Allianz offers a wide range of insurance products, including life, health, property, and casualty insurance. The company's extensive network and diverse product portfolio make it a formidable competitor for Aviva.

    Competitor 2: Prudential Financial Inc.

    Prudential Financial Inc., a leading American insurance and financial services company, poses another significant challenge to Aviva PLC. With a focus on life insurance, retirement solutions, and investment management, Prudential has established itself as a key player in the insurance industry. Its strong brand reputation and innovative offerings make it a tough competitor for Aviva, especially in the life insurance segment.

    Competitor 3: Axa SA

    Axa SA, a French multinational insurance firm, competes with Aviva across various insurance lines, including property and casualty, life, and health insurance. Axa's broad international presence, extensive distribution channels, and emphasis on customer-centric solutions give it a competitive edge. Aviva faces tough competition from Axa, particularly in the European insurance market.

    Competitor 4: Zurich Insurance Group Ltd.

    Zurich Insurance Group Ltd., a Swiss insurance company, is another significant competitor of Aviva PLC. With a wide range of insurance offerings, including general and life insurance, Zurich operates in multiple markets worldwide. The company's strong financial position, global reach, and expertise in risk management make it a formidable rival for Aviva.

    Competitor 5: Generali Group

    Generali Group, an Italian multinational insurance company, competes with Aviva in various insurance sectors, including life, property, and casualty insurance. With a rich history dating back to 1831, Generali has established a strong presence in Europe and expanded globally. The company's focus on sustainable growth, digital transformation, and customer-centric solutions make it a significant competitor for Aviva.


    Aviva PLC operates in a highly competitive insurance market, facing strong competition from companies such as Allianz SE, Prudential Financial Inc., Axa SA, Zurich Insurance Group Ltd., and Generali Group. These competitors' global presence, diverse product offerings, and focus on customer satisfaction pose challenges for Aviva. However, Aviva's strong brand reputation, innovative solutions, and customer-centric approach continue to position it as a key player in the insurance industry.

    Aviva PLC SWOT Analysis


    • Established brand: Aviva PLC is a well-known and respected insurance company with a strong brand presence in the market. This helps to build trust among customers and attract new clients.

    • Diverse product portfolio: Aviva offers a wide range of insurance products including life, health, auto, and home insurance. This diversity allows the company to cater to the needs of a broad customer base and generate multiple revenue streams.

    • Global presence: Aviva operates in various countries around the world, which gives it a global footprint and access to a larger customer base. This global presence also provides the company with opportunities for expansion and growth.

    • Financial stability: Aviva has a strong financial position, with a solid track record of profitability and a healthy balance sheet. This financial stability enables the company to invest in new technologies, expand its operations, and withstand economic downturns.


    • Limited market share in some regions: While Aviva has a global presence, it faces challenges in certain markets where it has a relatively smaller market share compared to its competitors. This limits its ability to fully capitalize on growth opportunities in those regions.

    • Complex organizational structure: Aviva's organizational structure is quite complex, which can sometimes lead to slower decision-making and hinder the company's ability to respond quickly to market changes. Streamlining the structure could help improve efficiency and agility.

    • Dependence on traditional distribution channels: Aviva heavily relies on traditional distribution channels such as agents and brokers to sell its insurance products. In an increasingly digital world, this reliance may pose a challenge in reaching tech-savvy customers who prefer online platforms.


    • Digitalization and technological advancements: Aviva can leverage advancements in technology to enhance its operations, improve customer experience, and develop innovative insurance solutions. Embracing digitalization can also help the company tap into new markets and attract tech-savvy customers.

    • Expansion into emerging markets: Aviva has the opportunity to expand its presence in emerging markets with a growing middle class and increasing demand for insurance products. By targeting these markets, the company can diversify its revenue streams and gain a competitive advantage.

    • Sustainable and ESG-focused products: As there is a rising emphasis on sustainability and environmental, social, and governance (ESG) factors, Aviva can develop insurance products that cater to this growing demand. By aligning with customers' values, the company can attract a new segment of socially conscious consumers.


    • Intense competition: The insurance industry is highly competitive, with numerous players vying for market share. Aviva faces constant competition from both established insurers and emerging insurtech startups, which can pose a threat to its market position and profitability.

    • Regulatory challenges: The insurance industry is subject to strict regulations, which can impact Aviva's operations and profitability. Changes in regulations related to pricing, underwriting, or capital requirements may require the company to adapt its business practices or face penalties.

    • Economic uncertainties: Aviva's performance is influenced by macroeconomic factors such as interest rates, inflation, and economic stability. Economic downturns can impact consumer spending and demand for insurance products, which may affect the company's financial results.

    Key Takeaways

    • Aviva PLC is owned by its shareholders, who hold the company's stock and have voting rights.
    • The mission statement of Aviva PLC is to be the leader in the global insurance market, providing customers with financial security and peace of mind.
    • Aviva PLC generates revenue through various sources, including insurance premiums, investment returns, and asset management fees.
    • The Business Model Canvas of Aviva PLC encompasses key elements such as customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Some of the main competitors of Aviva PLC in the insurance industry include companies such as AIG, Allianz, AXA, and Prudential.
    • A SWOT analysis of Aviva PLC highlights its strengths, such as a strong brand and global presence, weaknesses like high debt levels, opportunities such as expanding into emerging markets, and threats such as intense competition and regulatory changes.


    In conclusion, Aviva PLC is a well-established insurance company with a diverse range of products and services. As for ownership, Aviva is a publicly traded company, meaning that ownership is distributed among the shareholders who hold shares of the company.

    Aviva PLC's mission statement is to be with their customers, providing peace of mind and helping them to achieve their financial goals. This mission reflects their commitment to customer satisfaction and financial well-being.

    The primary source of revenue for Aviva PLC comes from insurance premiums paid by their customers. They offer a wide range of insurance products, including life insurance, health insurance, car insurance, and home insurance, among others. Additionally, Aviva PLC generates income through investments in various financial instruments and assets.

    To understand Aviva PLC's business model, we can refer to the Business Model Canvas. This framework outlines the key elements of Aviva's operations, including customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure. By analyzing these components, we can gain a comprehensive understanding of how Aviva PLC operates and creates value in the insurance industry.

    Competitors of Aviva PLC include other insurance companies such as Axa, Allianz, Prudential, and Legal & General, among others. These companies operate in a similar market and offer comparable insurance products and services. The competition among these industry players is fierce, pushing Aviva PLC to continuously innovate and improve in order to maintain its market position.

    Lastly, conducting a SWOT analysis of Aviva PLC reveals its strengths, weaknesses, opportunities, and threats. Aviva's strengths lie in its strong brand recognition, diverse product portfolio, and global presence. However, weaknesses such as regulatory challenges and high operational costs need to be addressed. Opportunities for Aviva PLC include expanding into emerging markets and leveraging technological advancements. On the other hand, threats such as intense competition and economic uncertainties pose challenges to Aviva's growth and profitability.

    Overall, Aviva PLC is a major player in the insurance industry, aiming to provide financial security and peace of mind to its customers. With a strong mission statement, a solid revenue model, and a comprehensive understanding of its competitors and market position, Aviva PLC continues to thrive and establish itself as a trusted insurance provider.


    What is PLC SWOT analysis?

    PLC SWOT analysis refers to the evaluation of the strengths, weaknesses, opportunities, and threats of a product, service, or company during different stages of its Product Life Cycle (PLC).

    Strengths: These are the internal factors that give a competitive advantage to the product or company. It may include strong brand recognition, innovative features, efficient production processes, or a loyal customer base.

    Weaknesses: These are the internal factors that hinder the success of the product or company. Examples include outdated technology, poor customer service, limited distribution channels, or high production costs.

    Opportunities: These are the external factors that can be leveraged to grow the product or company. It may involve entering new markets, expanding product lines, adopting emerging technologies, or capitalizing on industry trends.

    Threats: These are the external factors that pose risks or challenges to the product or company. It could be intense competition, changing consumer preferences, economic downturns, legal or regulatory changes, or disruptive technologies.

    By conducting a PLC SWOT analysis, organizations can identify their strengths to capitalize on, weaknesses to address, opportunities to pursue, and threats to mitigate, in order to make informed strategic decisions and maintain a competitive edge throughout the different stages of the product life cycle.

    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company's official website: Start by visiting the company's official website. Some companies, especially larger ones, may publish their own SWOT analysis or provide insights into their strengths, weaknesses, opportunities, and threats.

    2. Annual reports and financial statements: Publicly traded companies often include a SWOT analysis or similar information in their annual reports. These reports can be found on the investor relations section of the company's website or through financial databases like Bloomberg or Reuters.

    3. Business news and analysis websites: Websites like Bloomberg, Reuters, Forbes, or Business Insider often publish SWOT analyses or provide insights into a company's strengths, weaknesses, opportunities, and threats. Use the search function on these websites and enter the company's name along with "SWOT analysis" to find relevant articles.

    4. Market research reports: Market research firms and analysts often produce reports that include SWOT analyses on various companies across different industries. These reports can be purchased from market research providers like MarketResearch.com, IBISWorld, or Statista.

    5. Business databases and libraries: Libraries and academic institutions often provide access to business databases that include SWOT analyses. Examples of such databases include Business Source Complete, ProQuest, or JSTOR. If you have access to these resources, search for the company's name along with "SWOT analysis" to find relevant research papers or reports.

    Remember to critically evaluate the sources you find to ensure they are reputable and up to date. It is also beneficial to compare multiple sources to get a well-rounded understanding of the company's SWOT analysis.

    What is the new strategy of Aviva?

    As an AI language model, I cannot provide real-time information. However, as of my last knowledge update, Aviva's strategy focuses on simplifying and streamlining its operations to become a more customer-centric and digitally-focused company. They are aiming to improve efficiency, enhance customer experience, and drive growth in their core markets. Aviva has been investing in technology and digital capabilities to offer personalized products and services, as well as expanding their digital distribution channels. They have also been divesting non-core businesses and focusing on areas where they have a competitive advantage. For the most up-to-date information on Aviva's strategy, I recommend visiting their official website or checking the latest news articles.

    Has Aviva taken over Sun Life?

    No, as of my knowledge, Aviva has not taken over Sun Life. Aviva Group is a British multinational insurance company, while Sun Life Financial is a Canadian financial services company.

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