A round-up of the latest insurance stories online

Just when you thought this unusually frantic August couldn’t get any more exciting, one of the biggest general insurance stories to break this year exploded in a frenzy of online activity.

In his blog on the Sky News website, city editor Mark Kleinman revealed details of RSA’s offer for some parts of Aviva’s general insurance business, sent in a letter by chairman John Napier, at the end of July.

This prompted the news to spread like wildfire across the web. The story took everyone by surprise, not least our online readers, who scrambled on to our website when the headline ‘Aviva rejects RSA bid for GI arm’ appeared in their inboxes.

But it didn’t stop there, with first Aviva issuing its defiant statement, shortly followed by RSA’s strongly worded response.

Both stories also got a mass of clicks, as did our news items on share price movements. In total, six pieces all related to the RSA-Aviva wrangle made it into the latest top 10.

Don’t be surprised to see this story feature prominently in the top 10 most popular stories of 2010, come the end of the year.

You can expect this one to create a few more headlines in the coming weeks and months.

Elsewhere on the site, the FSA’s latest act of enforcement on the broking sector was massively popular with online users. Meanwhile, Brit’s appointment of a new UK chief executive, Ray Cox, saw the insurer make the headlines again.

Also on the site, traffic was high for our new Aviva Premiership Rugby competition. Don’t forget to get your teams in by 3 September, when the scoring begins.

Online top 10

Aviva rejects RSA bid for GI arm report

FSA bans five following insurance fraud probe

RSA open to further talks with Aviva

RSA/Aviva bid risks reputation

Aviva confirms RSA rejection

Cox named UK Brit CEO

Willis ends pay freezes

RSA has backing for Aviva bid

Aviva shares jump on RSA bid reports

US price-rigging case revived