We shine brighter together

Aviva is one of the UK’s leading insurance, wealth, and retirement businesses, serving over 20m customers across the UK, Ireland, and Canada. Our purpose is simple: to be with you today for a better tomorrow.

Our strategy focuses on becoming capital-light, investing in opportunities that deliver strong returns without heavy capital expenditure. Mergers and acquisitions are a key accelerator, strengthening our market position and unlocking growth.

On 27 November 2024, it was reported in Bloomberg that Aviva was exploring a takeover of Direct Line Group (DLG) – a landmark £4.1bn transaction for Aviva and the UK insurance industry. When news leaked, our Internal and External Communications teams acted fast, managing crisis communications, ensuring colleagues heard directly from CEO Amanda Blanc DBE and journalists and analysts received accurate information – all while adhering to strict restrictions on information sharing.

We built a dedicated Integration Internal Communications team, growing from three to eight members. In parallel, External Communications delivered a robust strategy to protect and enhance Aviva’s reputation – engaging investors and analysts, securing positive media coverage, and amplifying leadership visibility. Together, we guided colleagues through every stage leading up to completion of the transaction and beyond, creating the best possible colleague experience while projecting confidence externally.

On 2 July 2025 – ‘Day one’ – we welcomed 10,000+ DLG colleagues to Aviva and communicated immediate organisational changes. Our goal was not just to inform, but to engage and excite colleagues across both organisations – and we’re proud of what we delivered.