Slide 1: Customer In Focus
) BI AVIVA Customer f : In Focus q\sree 16 October 2024
Slide 2: Disclaimer & important information
Disclaimer & important information Cautionary statements This document should be read in conjunction with the documents distributed by Aviva plc (the ‘Company’ or ‘Aviva’) through The Regulatory News Service (RNS). This announcement contains (and we may make other verbal or written) ‘forward- lookin
Slide 3: Agenda
Agenda Welcome & Customer introduction In Focus Q&A Amanda Blanc Cheryl Toner Group CEO Chief Customer & Marketing Officer 3
Slide 4: In focus today - unlocking customer advantage
In focus today - unlocking customer advantage Unique advantages of our model Insurance Diversification 19.6m UK Canada & Ireland Wealth Customer Individual customers Retirement Scale 4
Slide 5: Key messages
Key messages 19.6m customer franchise central to Aviva’s strategy & unique competitive advantage Making significant progress growing our customer base, serving more needs & transforming customer experience Ambition for >21m customers & 5.7m UK customers with 2+ Aviva policies by 2026 Unlocking custo
Slide 6: Customer central to our strategy & growth story
Customer central to our strategy & growth story The UK’s go-to brand across Insurance, Wealth and Retirement Junior ISA Car Insurance Workplace pension Congratulations, Passed first time, now Step on to that starting a family you’re going places career ladder Life Insurance SME business cover Direct
Slide 7: Unique growth opportunity within our customer base
Unique growth opportunity within our customer base Unrivalled UK insurance customer franchise Huge untapped potential with our UK customers Number of UK customers, FY231 LBG 27m Customers with 11.3m just 1 Aviva policy Barclays UK 20m 5.0m UK customers with NatWest 18m 2+ Aviva policies Customers we
Slide 8: Aviva's brand is a core customer acquisition & retention asset
Aviva’s brand is a core customer acquisition & retention asset Leading insurance brand in the UK… … with clear advantages UK FS rank1 Brand value Brand strength Company 2024 by value £bn /100 #1 Trust2 66% #1 16.1 72.1 +8pp vs. #2 #2 10.7 71.8 #3 6.4 70.2 #1 Consideration2 59% #4 5.8 69.3 +13pp vs.
Slide 9: Building loyalty by delivering on our customer promises
Building loyalty by delivering on our customer promises Product & service excellence… … with focus on value for money Stronger innovative propositions Robust product governance Master Trust, Find & Combine, Direct Wealth, Aviva Zero ~700 fair value assessments in 12 months Digital-first experience M
Slide 10: Unlocking customer advantage
Unlocking customer advantage Significant progress on customer priorities Customer ambitions underpin confidence in Group targets Growing our customer base in the +1.2m Global customers UK, Canada & Ireland since 2020 >21m 5.7m Global UK customers Serving more +220k customers with 2+ Aviva customer n
Slide 11: Unlocking customer advantage
Unlocking customer advantage
Slide 12: On the journey to transform our capabilities
On the journey to transform our capabilities Accelerated progress Transformed foundations Where we started 2020 2022 Today Global customers 18.4m 18.7m 19.6m o/w UK customers 15.3m 15.5m 16.3m UK customers with 2+ Aviva policies 4.8m 4.7m 5.0m Marketable customers 5.0m 7.7m 8.8m MyAviva users 4.5m 5
Slide 13: Clear priorities to drive further growth
Clear priorities to drive further growth Transforming Growing our Serving more experience & customer base customer needs engagement 1 2 3 13
Slide 14: Growing customer base
Growing customer base
Slide 15: Building on unique advantage of rich customer base
Building on unique advantage of rich customer base 16.3m 3.9k UK individual Large corporate Insurance customers customers1 2.6m 1.3k General Corporate Insurance customers 6.4m 4.6m General Protection Insurance & Health 19.6m Global Wealth 4.7m 0.9m customers Workplace Retail Pensions Wealth Retireme
Slide 16: Growing with our customers, across all businesses
Growing with our customers, across all businesses Delivering customer growth across the UK franchise1 Growing in Canada & Ireland1 Growth in customers vs. 2022 +18% +51% 2 +21% PCW Motor PCW Home2 UK GI +4% #1 with 12% share Building new retail propositions to meet demand Canada #2 with 9% share +7%
Slide 17: Investment behind innovative propositions to support growth
Investment behind innovative propositions to support growth Leading growth in UKGI Extending #1 Workplace Growing Canada with retail with Aviva Zero position with Master Trust flagship RBC partnership #1 Canadian brand Next-generation motor Leading Master Trust proposition Launched new digital propo
Slide 18: Serving more customer needs
Serving more customer needs
Slide 19: Already serving customers across multiple needs
Already serving customers across multiple needs Deepening relationships with our customers Clear benefits of MPH customers Individual Lower cost 20% of acquisition Lower CPA for Direct sales2 5.0m 41% UK customers have 2+ Aviva policies New sales to existing customers Staying with +2.7pp Aviva longe
Slide 20: Accelerating progress with focused effort
Accelerating progress with focused effort Clear results over the last two years Targeting six high-value focus areas Number of UK customers Motor insurance Home insurance with 2+ Aviva policies +0.3m 35% 49% 5.0m New sales to New sales to existing customers existing customers Focused efforts Health
Slide 21: Advice & Direct Wealth for Workplace customers
Advice & Direct Wealth for Workplace customers At-scale advice lead generation to Succession Wealth, with AI-led Customer Engagement Engine driving higher quality referrals Refreshed Direct Wealth proposition, including new mobile-led experience & hybrid advice offering “Aviva Simple Wealth” Innovat
Slide 22: Accelerating Direct Health business
Accelerating Direct Health business Launched Health Quote & Buy direct customer journey, generating increased sales & customer engagement Delivering “switch to Aviva” journey & promoting PMI proposition on MyAviva Deployed targeted campaigns & incentives with a focus on existing Aviva customers 57%
Slide 23: Meeting GI needs of Aviva customers
Meeting GI needs of Aviva customers On PCWs, identifying existing Aviva customers & can apply beneficial pricing, driving improved conversion On Direct, expanding multi-product discounts for home insurance to include Aviva Zero customers In Workplace, employer endorsements & direct marketing reach-o
Slide 24: Catering to all needs of corporates & intermediaries
Catering to all needs of corporates & intermediaries Unique waterfront proposition Serving more needs for corporates Auto- Leading broker Leveraging Health & Protection relationship enrolment & intermediary to win long-standing GI business in 2023 Workplace Pensions relationships FTSE 100 retailer £
Slide 25: Transforming experience & engagement
Transforming experience & engagement £112,162 “N
Slide 26: Transforming experience to power the next wave of growth
Transforming experience to power the next wave of growth Customer experience improvements >21m Global customers by 2026 MyAviva – a single digital front door to Aviva Powering the next wave of customer growth Personalisation underpinned by data & marketing 5.7m UK customers with 2+ Aviva policies by
Slide 27: Constantly improving customer experience
Constantly improving customer experience Delivering a step-change in servicing for our UKGI PL customers >8,000 digital Optimised customer Enhanced Virtual Assistant >70% enhancements with higher response success Increase in VA experience end-to-end interactions YoY since 2022 Claims transformation
Slide 28: Re-launching MyAviva – a single front-door to Aviva
Re-launching MyAviva – a single front-door to Aviva Built on future-proof, native app technology Driving improved experience & personalisation Easier app development & integration of 3rd parties Consolidating to enable single-point access to Aviva 6.8m >50% +15pp MyAviva MyAviva logins on Higher OES
Slide 29: Personalised experience underpinned by data & marketing
Personalised experience underpinned by data & marketing Single source of customer data Step-change in marketing effectiveness Single source of data for Platform & tools to optimise consolidated view of customers marketing across channels Supporting bespoke digital Always-on personalised experience f
Slide 30: Finding new ways to engage
Finding new ways to engage MyDrive Aviva Score Wellbeing Promoting safer driving Engaging customers on their Building a comprehensive with MyDrive in-app feature “Money” & “Health” needs wellbeing proposition +7pp 85% >20 59% 85k >100% Higher retention vs. Customers expected Avg. new data Engaging a
Slide 31: Our new MyAviva app experience
Our new MyAviva app experience £112,162
Slide 32: Key takeaways
Key takeaways 19.6m customer franchise central to Aviva’s strategy & unique competitive advantage Making significant progress growing our customer base, serving more needs & transforming customer experience Ambition for >21m customers & 5.7m UK customers with 2+ Aviva policies by 2026 Unlocking cust
Slide 33: Q&A
Q&A Amanda Blanc Cheryl Toner Doug Brown Jason Storah Group CEO CCMO CEO IWR CEO UK&I GI 33
Slide 34: Footnotes
Footnotes Slide Reference Footnote 7 1 Based on latest data publicly available. 1 From Brand Finance report. Ranking and associated data relates to start of 2024, based on research conducted in Q3 & Q4 2023. 8 2 Based on Kantar, Aviva UK Brand & Advertising Tracker – comparison vs. peer set of FS pr