Aviva CEO vows to double products sold to each customer

Carmen Reichman

Insurer Aviva has vowed to drive up the number of products held by its customers following the integration of former rival Friends Life and launch of a direct to consumer service.

The firm's chief executive Mark Wilson said he "will not be satisfied" until the average product holding per customer has grown from the current level of 1.7 to above three. The company said it recognised opportunities to improve client retention and increase the number of products held per customer in a market that is "increasingly disintermediated". It said it wants to "lead the market" in dealing with customers digitally, having launched a direct to consumer platform in June. Aviva enlarged its customer base to 16 million following the £5.6bn buyout of rival firm Friends Life in...

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