Customers at the heart of what we do

At Aviva, our purpose is to Defy Uncertainty by helping our customers to face the future with confidence.

Looking back at the positive support we gathered from our customers, we are glad we took steps in putting the Customer First when designing our products.

We are a leading composite insurer with a respected global brand. Across the world, we protect our 33 million customers and the things that are important to them.

We design products that aim to genuinely meet the customers' needs.

Joon Foong, Head of Product Management, recalled: 

"In 2016, we set out to develop a product that aims to meet the growing customer demand for comprehensive critical illness coverage that covers the early stages till severe stages of illnesses. With early detection, we found that there is a need for more than one pay-out, but equally an onset of severe stage illness can be more devastating for most of our customers. Cancer, in particular, remains a top concern, but the good news for all of us is that post-cancer survival rates have gone up. However, there is still a lack of insurance products which addresses customers' needs to have coverage after cancer. Taking all these customer insights into consideration, we came up with My Multipay Critical Illness Plan and Multipay Critical Illness Cover rider in January 2017. Looking back at the positive support we gathered from our customers, we are glad we took steps in putting Customer First when designing our products."