“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.
Aviva discloses Raisin as its banking provider, according to the Embedded Finance Index 2026.
Aviva does not disclose a bank charter of its own; its banking services are provided through Raisin.
Aviva is founded in 2000 and headquartered in London, United Kingdom.
Get a read on where your own stack stands against Aviva and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.