Exclusive: Aviva overhauls declining advice proposition

Will offer simplified advice

Mary Harper: "We found our proposition that we had built was too narrow. We weren't able to meet all of the needs that they were approaching us with."
Mary Harper: "We found our proposition that we had built was too narrow. We weren't able to meet all of the needs that they were approaching us with."
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Aviva Financial Advice is “absolutely committed” to the sector despite fluctuating adviser numbers since its inception in 2016 and a full-scale strategic review which refocused the business, its managing director has said.

Speaking to Professional Adviser, Mary Harper said the life company's advice arm's original at-retirement focus was "too narrow" and, now, the restricted business is establishing a whole of wealth advice...

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