Aviva Launches New Midmarket Approach

Aviva has redesigned its approach for midmarket clients, investing in its technology and specialist partner network to open up corporate-level services and customer-level underwriting to the midmarket segment for the first time.


Drawing on multiple internal and external data sources, Aviva has assessed the insurance and wider business needs of midmarket companies to offer an integrated insurance and risk prevention solution across eight industry sectors:

  • professional and business services
  • industrial and manufacturing
  • real estate and construction
  • arts and culture
  • technology
  • retail and wholesale
  • health and public sector
  • the motor industry


Now, through data analytics, Aviva can pinpoint what risks a customer might be particularly vulnerable to, as well as identifying their wider insurance needs.

“We can now underwrite from a customer level, rather than selling individual products” – Director of SME Commercial Lines at Aviva, Gareth Hemming.

Offering specialist tools

Aviva has also built a suite of products and services through a network of more than 40 specialist partners, offering tools from online reputational monitoring, aerial inspections using drones and leak detection technology, to health and safety training and connected technology for manual handling.

David Carey, who joined Aviva last year as the new Head of Midmarket, is leading the delivery of the new strategy, which includes a dedicated midmarket Client Relationship Management team working closely with Aviva’s regional teams.

The CRM team is fully focused on working with brokers to understand midmarket customers’ businesses and co-ordinate all parts of the Aviva service proposition, from underwriting and claims to risk consultancy and seminars working closely with existing Regional offices.

“Midmarket businesses want peace of mind, customization, superior service, forward thinking and partnership. Aviva has the footprint to bring this proposition to every corner of the country and offer added value and expertise in our eight industry segments.” – David Carey.

On a separate note, late last year Aviva France announced the launch of a €100m investment fund called Aviva France Ventures and its first investment in Paris-based telemed company – H4D – that has previously raised $7.6m from several investors including CNP Assurances.