Aviva USA Committed To Putting People Before Policies

Aviva USA today announced a long-term commitment to bring humanity back to the life insurance industry. The campaign, launched through a series of national television ads featuring “paper people,” illustrates how Aviva sees customers as more than a policy. The national insurance provider pledges to meet the unique, individual needs of every customer by “Building insurance around you.”

Aviva’s ads demonstrate how it views customers differently than other insurers. The ads show “paper people,” representing how other insurers see customers merely as policies. The paper people then transform into real people, which is how Aviva views customers. The ads are airing during top-rated television shows including Dancing With the Stars, Desperate Housewives, Modern Family and The Mentalist.

“This idea is about so much more than an advertising campaign — it’s an expression of our company culture,” said Chris Jones, Aviva USA chief marketing officer. “That’s why two years ago, before we started sharing our story with customers and agents, we began to change the culture here at Aviva.”

Defined as the “You Movement,” this internal transformation was born out of Aviva employees’ passion and commitment to be a different kind of insurance company.

Chris Littlefield, Aviva USA president and chief executive officer, said: “Other insurance companies in the marketplace focus on the policy rather than the person. To us, nothing matters more than the people we serve — our agents and policy holders — and our employees who serve them. In short, Aviva is shaking things up by putting people before policies.”

Aviva strives to meet customer needs by recognizing them as individuals and placing them at the center of all it does. Instead of using complicated explanations of products, Aviva’s website includes videos of real customer stories explaining life insurance and annuity products. And printed material has been rewritten in simple, customer-friendly and jargon-free language.

Blending the concepts of “You” with “Humanity,” Aviva promises to bring what it calls Youmanity to the insurance business. This means not only having outstanding products and services, but being different by exhibiting heartfelt empathy.

For example, Aviva has offered customers its Wellness for Life insurance program since 2007. Just as safe drivers pay less for auto insurance, Wellness for Life rewards customers for living healthy lifestyles by reducing their life insurance premium over time.

In the coming year, Aviva USA will further demonstrate its’ you-first approach to customers — through both product offerings and a commitment to charitable causes and social awareness campaigns. The company is already heavily involved in some of those — such as its global Street to School initiative designed to get kids off the streets and back in school — and will introduce new programs in the weeks and months ahead.

“Despite offering financial services in the U.S. since the late 1800s through our predecessor companies, we know the Aviva brand may be unfamiliar to many American consumers,” Littlefield said. “We intend to change that. We look forward to telling the story about how we put people before policies and the new things we are doing every day to bring humanity back to insurance.”

Click these links to view Aviva USA’s television ad or learn more about Youmanity.

About Aviva USA Aviva USA is a sales leader of indexed life insurance and indexed annuities. Headquartered in West Des Moines, Iowa, Aviva USA also has offices in Topeka, Kan., and Melville, N.Y. Aviva USA has approximately 1 million customers and employs more than 1,500 people across the country. Aviva USA is part of Aviva plc and can trace its presence in the United States back to 1896.