Aviva India’s New Era: A Bold New Approach to Life Insurance for Customers, Partners, and the Organization
New Delhi : Aviva Life Insurance India is transforming the life insurance landscape with a groundbreaking commitment to customer wellness, transparency, and accessibility. Guided by a forward-thinking vision, Aviva has introduced innovative products and initiatives that set a new standard in the industry, aligning with the Insurance Regulatory and Development Authority of India’s (IRDAI) “Insurance for All” mission.
At the core of Aviva’s approach is a focus on comprehensive wellness for its customers, anchored in five key pillars: Physical Fitness, Mental Well-being, Proactive Health Checks, Balanced Nutrition, and Financial Security. This holistic view of well-being is reflected in Aviva’s flagship products, , which include a Preventive Wellness Package offering smart health tools like a smart scale, BP monitor, smartwatch, AI-powered diet guidance, genome testing, and consultations with nutritionists. This suite of wellness tools encourages policyholders to take a proactive role in their health and enhances the value Aviva brings to its customers’ lives.
“As a life insurance provider, we believe that true security is about more than financial protection; it’s about empowering our customers to lead healthier lives,” said Mr. Asit Rath, CEO & MD, Aviva India. “Our wellness-centric approach transforms life insurance into a resource for holistic well-being, supporting our customers’ health journeys beyond traditional boundaries.”
Aviva’s commitment to transparency and ethical practices is evident in its Aviva Signature Product Series, which aims to eliminate mis-selling and ensure that each product is well-suited to the customer’s unique needs. This focus on ethical product offerings has led to increased customer trust and persistency, setting Aviva apart in the life insurance sector. The new additions to Aviva’s Product Portfolioare designed to support Aviva’s advisors with a competitive long-term commission model, making it a sustainable and rewarding choice for long-term advisory careers.
“Transparency and trust are at the heart of everything we do at Aviva,” Mr. Rath emphasized. “Our Products reflects our pledge to deliver value to customers with honesty and integrity, empowering them to make informed choices that truly benefit their long-term well-being.”
Aligned with IRDAI’s mission, Aviva is dedicated to expanding life insurance access across India, particularly in underserved rural regions. To support this vision, Aviva is actively promoting IRDAI’s Bima Trinity framework of creating employment opportunities, especially for women, through the recruitment and training of Bima Vahaks. These women shall play a crucial role in driving insurance awareness and distribution, becoming key agents of financial inclusion in their communities.
Through a targeted focus on Uttarakhand, being the Lead Life Insurer for the state, Aviva is breaking down geographical barriers, making insurance accessible and affordable for those in hard-to-reach areas. The company is focusing on introducing simplified and affordable products that cater to the unique needs of these markets. The company plans to launch low-ticket-size products and term plan insurance tailored to meet customer demands, ensuring that financial protection is within reach for all.
Aviva’s grassroots engagement strategy in these regions includes awareness-building activities, generating employment opportunities, and fostering inclusive participation in the insurance ecosystem, reinforcing the company’s commitment to bringing security and peace of mind to all Indians.
“We’re committed to making life insurance accessible to every Indian, regardless of geography or background,” Mr. Rath remarked. “By expanding into remote areas of Uttarakhand, we’re not only bringing financial security to more families but also helping to build awareness and trust within communities.”
Aviva is revolutionizing customer experience through digital advancements like Video KYC, allowing streamlined and secure onboarding for new customers. Additionally, Aviva has launched sachet insurance products on digital platforms, making it easier than ever for customers to access essential coverage. With user-friendly navigation and convenient policy management, Aviva is setting a new standard for accessibility in life insurance.
“Our goal is to make the insurance experience as seamless and accessible as possible,” Mr. Rath added. “With innovations like Video KYC and digital sachet products, we’re simplifying the process for our customers and enhancing their overall experience with Aviva.”
With these initiatives, Aviva Life Insurance is redefining what it means to be an insurance provider in today’s world. Through a commitment to health, wellness, transparency, and inclusivity, Aviva is not just protecting lives but empowering individuals to lead healthier, financially secure, and fulfilling lives.