Aviva – Embracing the Longevity Advantage

“The objective was to give personnel some confidence in their decisions, encourage them to pause for reflection and provide some awareness of what other levers they could pull on when they left the room.”

— Aviva representative on the Midlife MOT program

Opportunity

As lifespans extend and traditional models of retirement become outdated, Aviva recognised that longevity was not just a demographic trend—it was a strategic imperative. With an aging customer base, evolving workforce needs, and growing societal expectations, Aviva saw an opportunity to lead in redefining retirement, supporting midlife reinvention, and designing products and services fit for a 100-year life.

Action

Aviva launched a series of initiatives aimed at addressing longevity holistically. They developed flexible retirement pathways to give employees more choice over when and how they transition out of full-time work. They invested in midlife career support programs, helping employees in their 40s, 50s, and beyond navigate career transitions and upskill for longer working lives. Simultaneously, they expanded their financial wellbeing offerings to better serve customers planning for 30–40-year retirements, reframing financial security for a new era.

Result

Aviva’s early leadership in the longevity space strengthened both its employer brand and customer trust. Internally, they built a more engaged, resilient, and age-diverse workforce, positioning Aviva as an employer of choice across generations. Externally, their longevity-focused financial solutions enhanced market relevance and customer loyalty in an aging society. By embedding longevity into both their people strategy and business innovation, Aviva is future-proofing its growth in a 100-year world.