The international savings, investments and insurance group already trades as Aviva in the majority of its 28 markets across Europe, North America and Asia Pacific.

Aviva is currently the fifth largest insurer in the world, and provides savings, investments and insurance to around 50 million customers worldwide. Its UK rebrand is part of a transformation, the vision of which is “One Aviva, twice the value.”

The name change incorporates a newly launched website that allows its customers to use tools like price checkers and comparison tools, coupled with the ability to change and review policies online.

Public awareness of the name change was heightened in the UK as a result of its advertising campaign, starring several household names, achieved at a lower cost thanks to the economic downturn.

Commenting, Andrew Moss, chief executive of Aviva, said: “This is a key moment for Aviva. Over the past two years we have been working hard to bring Aviva businesses around the world closer together to maximise our full potential and to build the new Aviva around the needs of our customers.

“Aviva’s trusted brand is one of our most valuable assets, particularly in the current economic environment when customers are looking for solid financial companies to save and invest with,” he added, concluding:

“Now is the right time to invest in our brand so that it adequately reflects the improvements we’re making in the service we give to our customers.”

© Fair Investment Company Ltd