Aviva has unveiled a redesigned Premier proposition aimed at larger and more complex commercial customers, bringing together underwriting, claims, risk management and relationship support under a single offering.
Targeted at businesses with annual insurance premium spend of £250,000 or more, the proposition has been developed to address the increasingly complex risks facing mid-market firms and provide brokers with a more joined-up way of working with the insurer.
The launch reflects Aviva’s renewed focus on larger commercial clients, with the insurer repositioning Premier around long-term partnerships rather than standalone insurance products.
Under the proposition, customers gain access to specialist underwriting expertise, enhanced claims support, dedicated relationship management and tailored risk management services through a single Aviva relationship.
A key feature of the offering is the introduction of regionally aligned Client Relationship Managers (CRMs), who act as a central point of contact across policies, claims and risk management activities. Aviva says this approach is designed to simplify engagement, strengthen collaboration between brokers and insurers, and deliver greater value for clients.
The insurer is also placing a strong emphasis on tackling underinsurance, an issue that continues to affect many commercial businesses as inflation, rising reinstatement costs and supply chain challenges increase exposure levels. Premier customers will have access to valuation services and tools designed to help businesses assess whether their sums insured and indemnity periods remain appropriate.
Aviva has also introduced a range of coverage enhancements, including its fair presentation of risk commitment, dual remedies at claims stage and a first-period cover match extension.
The proposition includes expanded claims support for larger and more complex losses, with dedicated contacts, claims preparation assistance, escalation routes and recovery planning support available throughout the claims process.
Alongside insurance protection, Aviva is positioning risk management as a core component of the proposition. Dedicated consultants will work with brokers and clients to identify exposures, improve resilience and develop practical risk mitigation strategies throughout the year.
Dave Martin, Managing Director, Commercial and Chief Distribution Officer, UK & Ireland General Insurance at Aviva, said businesses increasingly require more than traditional insurance products.
“Businesses are operating in an increasingly complex risk environment and many require more than a traditional insurance solution,” he said.
“They’re looking for a partner that understands their business and can build tailored insurance solutions around them to mitigate risks and protect them when things do go wrong.”
Martin added that the launch supports Aviva’s wider ambition to grow its presence among larger and more complex UK commercial clients.
“It brings more of Aviva’s specialist underwriting, claims, risk management and relationship expertise together around the customer, while giving brokers a more aligned proposition and simpler way to trade with us,” he said.