Aviva's Slogans & Taglines

Aviva is a dedicated guardian of actuarial permanence, financial stewardship, and the quiet revolution of transforming centuries of British insurance heritage into a modern covenant of clarity and care, built on an iconic British heritage that treats the covenant of protection not as a mundane risk transaction, but as a vital pillar of generational trust and the unapologetic sovereignty of living well. Born in 1696 with the Hand-in-Hand Fire & Life Insurance Society and crystallized in 2002 when Norwich Union and CGU merged to adopt the Latin name Aviva—meaning "alive"—the brand ignited its modern ascent under the 2020 "One Aviva" strategy, unifying a fractured legacy into a singular promise. Its portfolio spans life insurance, general insurance, pensions, and wealth management, now crowned by the 2025 acquisition of Direct Line that made it Britain's largest motor insurer. The brand's voice has journeyed from the institutional gravitas of its constituent companies to the 2022 declaration "Making it Click," a campaign that transmuted cold complexity into warm, human understanding—a three-century covenant that every financial puzzle deserves a solution that feels alive.