“Can a legacy UK insurer become the financial services 'super-app' for UK consumers by embedding savings, investments, and insurance into a single MyAviva platform?”
Aviva is one of the UK's largest insurance and savings groups, tracing its roots to Norwich Union. Over the past decade the company has pivoted from a traditional insurer toward a digital-first financial services provider, launching MyAviva as a unified customer portal and Aviva Save as an embedded savings marketplace powered by Raisin's platform and a panel of partner banks. The embedded finance angle is centred on distributing third-party savings products through Aviva's brand and customer base rather than building proprietary banking infrastructure.