Benefits Guru Financial Wellness Ratings 2025
Aviva’s dedication to empowering customers with cutting-edge financial tools has been validated in the Benefits Guru 2025 Financial Wellness Ratings.
Aviva has achieved the recognition, securing Gold awards for its with & without Open Finance Ratings.
In an environment where Open Finance is increasingly crucial for improving financial outcomes, Benefits Guru, part of the Finance Technology Research Centre, has recognised Aviva’s exceptional delivery of this technology. This recognition highlights Aviva’s success in providing tangible value to both employers and employees by enabling better financial insight and control.
By excelling in areas such as Financial Education, Financial Health Checks & Member Engagement, Aviva is providing customers with the tools they need to understand and manage their finances effectively, ultimately driving greater financial wellness.
Financial Wellness with & without Open Finance
OPEN BANKING:
Aviva have partnered with a third party to deliver open finance technology via their workplace pension proposition, at no additional cost of the member or employer. This will include data from current/savings accounts and credit cards, including partner and joint accounts. They can connect with all high street and some of the newer challenger banks. There is no limit to the number of accounts which can be connected, and they will automatically categorise all transactions.
BUDGETING & GOAL SETTING:
Aviva provide a budget management tool, but this is not yet using open finance or open banking technologies, therefore the functionality is limited. Users can however create short-term savings goals, spending goals and retirement goals.
FINANCIAL EDUCATION (PERSONALISED CONTENT)
Aviva provide a wide range of personalised financial education to their members, which is based on their age, retirement date, family status and financial position. This includes information on what a pension is, the state pension, death benefits, investment options, budgeting and savings. This is delivered via online support, face-to-face sessions, video content and the mobile app. They also have the ability to host bespoke content provided by the employer.
FINANCIAL HEALTH CHECK:
Aviva provide a wide range of personalised financial education to their members, which is based on their age, retirement date, family status and financial position. This includes information on what a pension is, the state pension, death benefits, investment options, budgeting and savings. This is delivered via online support, face-to-face sessions, video content and the mobile app. They also have the ability to host bespoke content provided by the employer.
HELP TO BUY A HOME
Aviva have a facility to provide members with personalised guidance, from the Saving Goal. Mortgage Calculator to a step by step guide to the home buying process. They signpost government schemes and the need to protection.
MICRO SAVING FUCTIONALITY:
Aviva do not currently offer Micro Savings functionality as part of their proposition.
NON-PENSION SAVING VEHCILES
Aviva offer access to a range of additional savings vehicles as part of their pension proposition. They offer their own Cash ISA, Stock and Shares ISA, GIA – all of which allow contributions to be made at source via payroll, they can allow for the redirecting of payments which are above the Auto-Enrolment minimum requirements (additional employer contributions), one off payments by the member and transfers in from an existing policy. They do not currently offer a Lifetime ISA or cash deposit savings accounts.
SUPPORT & COMUNICATION
Aviva offers comprehensive support through email, phone, webchat, live chat, and instant messaging, alongside yearly savings statements accessible online, via app, in hard copy, and on mobile devices. We are committed to supporting vulnerable customers with dedicated processes and trained staff.
MEMBER ENGAGEMENT
Over 50% of Aviva’s members have registered for online access, and a significant portion have logged in within the past year. While many members have registered for online access, fewer have used advanced features like fund switching or making one-off payments but these services are there when they are required.
VULNERABLE CUSTOMERS:
Aviva have processes in place in order to help identify and support vulnerable customers. They follow the FCA four principles in order to ensure fair treatment, with a dedicated team to identify and address vulnerable customers. All frontline staff are trained, with annual accreditations, and numerous Vulnerability Practitioners to support across all business areas. Aviva have partnered with numerous charities and support groups, such as: Citizens Advice, Samaritans, Age UK, Sign Live and Plain Numbers
Our annual ratings are designed to assist advisers, providers and employers in their decision-making process and highlight which providers have the greatest strengths, all the awards and the accompanying provider factsheets please visit www.benefitsguru.co.uk/ratings/ click on relevant areas of their pension propositions.
