Aviva boss in digital war cry as customers flock online

Aviva chief executive Mark Wilson has labelled digital as ‘crucial’ to its success after the insurer saw a surge in customers using its website.

Last year there were 27 million visits to the Aviva website, a 35% increase on the year before. Driving this was an explosion in mobile and tablet usage, up 79% on the previous year. 

“Digital is crucial to our future success. It is increasingly how our customers want to deal with us and we want to lead the market in this area,” Wilson said. 

“With our strong financial position, we can focus on providing customers with the very best of life, general and health insurance and asset management, through the convenience of our digital channels.”

Aviva’s digital battelplan for 2016 consists of:

• Continued customer online business in investment, protection and health, which last year were optimised to work across mobile, tablet and PC
• A commitment to innovation through Aviva’s Digital Garage in Hoxton and a second location in Singapore
• A focus in getting more customers to sign up to MyAviva, an online site where customers can view all their health, general insurance and life insurance policies together. MyAviva users are three times more likely to hold multiple policies.
• MyAviva is live in UK, France and Italy and a big focus will be on rolling it out to three more countries this year.