Aviva has sent an email to affected customers apologising

Aviva has emailed customers to apologise after failing to follow FCA transparency rules.

The rules state insurers must display a clear message encouraging people to shop around and also plainly show what the customer paid last year compared to the new quote.

Aviva confirmed through an email to affected general insurance customers that it should have displayed the price comparison with last year in a clearer way, and should have made the reminder to shop around more prominent.

Within the email, Aviva told customers it was “sorry” to have failed at doing this.

A spokesperson for Aviva said: “Following a review, we are aware that we have not interpreted all the renewal transparency rules in the way they were intended for some customers. We have amended our processes to ensure they meet the requirements going forward.  

“Although premiums provided to customers were correct, we are contacting any customers who may have been impacted to apologise and provide the required information again in the correct format.

“We are committed to transparency around our pricing and giving our customers clear information, so they can make the right choice for their insurance cover.”

The RAC were earlier this year called out by the FCA and told to contact affected customers, with some receiving financial compensation, after it failed to follow the transparency rules effectively enough.

Aviva has confirmed customers affected can contact the insurer if they feel their decision was influenced by its failing on the transparency rules.

The FCA declined to comment, as a spokesperson stated it does not comment on individual firms.