Analysis

Michelle Taylor: New role provides opportunity to ‘draw the dots’ and fill Aviva’s distribution strategy gaps

By 2025-06-11T06:00:00

Michelle Taylor, Aviva

Expanding the insurer’s exclusive regional broker proposition and tackling the relationship ripple effect of broker consolidation are both key focus areas for the broker distribution director

At trade body Biba’s 2025 conference last month (14 and 15 May 2025), Aviva’s bright yellow stand was buzzing with brokers wanting to speak to the firm’s distribution team.

The 70-odd insurer staff in attendance, meanwhile, were adamantly banging the drum that UK general insurance “is a people industry” where “relationships are absolutely key” – this mantra ultimately underpins Aviva’s distribution strategy, which is centred on “visibility, execution [and] responsiveness”.

Leading this ethos from the front is the insurer’s impassioned broker distribution director, Michelle Taylor.

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