Aviva targets 'Middle Britain' with integrated platform

The new platform, set to be operational by the second half of the year, will integrate the Aviva wrap with the Aviva for Advisers E-commerce platform in a one-stop-shop offering. "There is a lot of focus on high net worths and wraps but where does this leave Middle Britain," said spokesman David Gwyer. "Wraps are generally for people with a lot of assets. This is about helping advisers service Middle Britain." The new service, likely to be named Aviva Platform, will boast £56bn of assets and hold legacy products including annuities, bonds and protection plans. IFAs using the new pl...