Aviva Life Insurance
AVIVA is one of the largest insurance providers in the UK with over 300 years of experience AVIVA have come along way as they employ about forty five thousand people with millions of customers worldwide. As AVIVA is a worldwide company its business in other countries such as the Netherlands has been found to go back to the 17th century and also their business in Ireland can also date to the 17th century just a few years later but it has not always been named AVIVA. It has had various names over the years but the most memorable to most people would be Norwich Union. Like the name suggests it was set up in Norwich in 1797, providing like most other insurance providers a wide scope of different insurance policies, but it was not until 1846 when they launched their first group scheme. Shortly followed was their first accident insurance, this was set up for railway passengers because at the time there was a large number of accidents occurring so people were able to purchase such insurance when they bought their train fare. The company then opened their first office in Australia in 1851, which lead their insurance market for many years. In 1862 Norwich Union set a world record for the largest cover of £450,000 for a building in London called The International Exhibition.
They were also the first insurance provider to offer insurance for major employers; in 1880 they provided employers with cover against accident claims made by their employees as they were potentially going to be at a loss financially. Subsequently one of their subsidiaries Mercantile and Guarantee were also the first company to cover individuals for burglary insurance. And over the next few decades companies involved with AVIVA (Norwich Union) kept on leading the way by providing various different types of insurance which other companies and providers decide to follow and joined them in offering a variety of insurance products. They also went on to acquire many other companies overseas to build their portfolio and give them greater scope not just in the UK but internationally.
It was in 2002 that Norwich Union was to then be named AVIVA. The re branding would however take a long time to filter out and the name Norwich Union was still to be used for the time being. It then took until June 2009 until the name change took effect within in the UK, but various other countries had already undergone the changes as part of a global brand.
AVIVA’s brand promise is “no one recognises me like AVIVA”, they want their customers to feel valued, to be treat with dignity no matter where in the world they are or their culture they believe customers should feel like they matter. They hope that from customer satisfaction their brand will grow also by word of mouth. They also believe that a valued customer is not something that is recognised by all its competitors in the market.