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The Actuary The magazine of the Institute & Faculty of Actuaries
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Farewell Norwich Union, hello Aviva

Aviva has completed a multi-million pound rebranding of its UK operations, signalling the end of the Norwich Union name which dates back as far as the 18th century. Norwich Union started selling protection against fire in rural communities in 1797.

Aviva was created in 2000 following mergers between Norwich Union, Commercial Union and General Accident. A statement explained: “As a global company, we need a name and brand that will be recognised anywhere. The name Aviva brings together more than 40 different trading names around the world. It is perfect because it is short, memorable and feels positive and lively.”

Aviva chief executive Andrew Moss said: “Aviva’s trusted brand is one of our most valuable assets, particularly in the current economic environment when customers are looking for solid financial companies to save and invest with. Now is the right time to invest in our brand so that it adequately reflects the improvements we are making in the service we give to customers.”

Aviva is now the fifth largest insurer in the world, employing 54 000 staff and serving around 50 million customers.