What is Targeted Support and how it works

At Aviva, we want to help you make confident decisions about your money. Targeted Support gives you helpful suggestions based on people in situations like yours – without being full financial advice. 

It sits between guidance, which explains your options but doesn’t suggest what to do, and financial advice, which gives you a personalised recommendation based on a full review of your situation.

Targeted Support is a regulated activity we can offer under rules set by the Financial Conduct Authority (FCA).

We identify common financial situations and create clear, relevant suggestions to help you understand your options more easily. This support follows a defined framework, meaning you can feel confident that it’s accurate, balanced, and in your interests.

1. It meets strict regulatory standards, giving you fairness, clarity and confidence.
2. It’s based on an approved activity for groups of people in similar circumstances.
3. It's intended to support your financial decision-making, helping you understand your options and relevant products.
4. You stay fully in control - it will make a suggestion for you, but you remain in control of any final decisions.
5. We provide it at no cost, unlike personalised financial advice which may include a charge. 

Many people don't take financial advice or find it hard to know what to do next when faced with important financial decisions.

Here's how Targeted Support can help: 

• Gives you a clear starting point
• Makes information more relevant than general guidance
• Helps you act with more confidence
• Reduces the effort of working through different options on your own

Targeted Support provides two key elements to help you with your financial decisions:

A ready‑made suggestion

You’ll get a clear, structured suggestion designed for people in similar circumstances to you. It gives you a starting point for thinking about your financial decisions, without being personalised financial advice.

We’ll explain why we’ve given you this suggestion and how we identified similar customers. You should check the information applies to your own circumstances before you do anything.

An outline for next steps

If you want to go ahead, we’ll outline what you need to do. It’s always your choice – nothing happens automatically, and you stay fully in control.

If you get a Targeted Support suggestion, it’s because we’ve identified actions that should help you improve your financial position. You choose what you want to do next:

Follow the suggestion

Review the information we’ve given you, and if it feels right for you, follow the step by step guidance on what to do next.

Get financial advice

If you’re unsure what to do, you may want to speak to a financial adviser before making a decision. If you don't have an adviser, MoneyHelper provides up-to-date resources to help you find regulated advisers. Alternatively, if you have over £300,000 in assets, we offer personalised financial advice at Aviva. Advisers may charge for their advice, but there are usually a number of ways to pay.

Do nothing

You can choose to do nothing – there’s no requirement for you to act on the suggestions you get.