Aviva has received regulatory approval from the Financial Conduct Authority (FCA) to provide targeted support to its customers. This marks an important step in Aviva’s ambition to expand access to financial support and close the advice gap for customers.
Aviva will launch the service to customers from summer 2026, in a phased rollout. Its targeted support will help customers who may not currently use financial advice but would benefit from more personalised guidance.
Through a combination of prompts and suggestions, the service will help customers take clearer steps, based on what typically works for people in similar situations.
Aviva will take a phased approach to launching targeted support and building out the service over time. The initial rollout will focus on the needs of Aviva’s pension customers, and will evolve through customer feedback, ongoing testing, and regulatory engagement.
Michele Golunska, Managing Director of Wealth at Aviva, said:
“The introduction of targeted support is an important milestone.
Millions of people are having to make complex financial decisions without the guidance they need. Indeed, only 9% of people are believed to take full financial advice in the UK today. Targeted support gives us the opportunity to provide people with the help they need in a more practical way.
“We will evolve our targeted support service; testing, learning and building over time. It’s important we get things right for our customers.
“Our ambition is to create a service that feels accessible and easy to use. It will help customers take the next step with confidence and we are committed to playing our role in supporting our customers’ financial futures.”
