Why invest with Aviva?

Wherever you are in your investment journey, we've got investment options that could suit you. 

If you're just starting out or looking for an easy way to invest, our fully managed ready-made funds might be what you're looking for. Or if you'd like to do some research of your own, you can try our Experts' Shortlist, which has hand-picked funds by the Aviva Investors' team. They're a dedicated group of investment analysts who research and choose funds that they think will perform well over the longer term.

If you'd like to be in full control of your investments and have some more experience under your belt, you can use Self-Select to buy from over 5,000 funds. We also offer share dealing, so you can buy UK shares, exchange-traded funds or investment trusts directly.

An award-winning investment platform

With MyAviva, you can manage your money online or in the app in just a few clicks. That’s 24 hours a day, 365 days a year. But don’t just take our word for it – we were named Best Overall Investment Platform by Your Money in 2025. Aviva Stocks & Shares ISA was also named the Best Investment ISA (Large Portfolio 2025) by YourMoney.

Simple and transparent charges

There’s one straightforward annual charge of 0.35% a year up to £500,000 for managing your investments. And we never charge for opening or transferring a pension or ISA to us. We also keep any share dealing costs low – £4.99 per trade. Our clear and simple charges mean you always know what you’re paying. 

Some funds also include their own management fees. Please have a look at all our charges explained here.

Helpful guides and resources

We’ve also got a range of useful guides and articles on our website. We cover everything from the basics of pensions and investing, to ISA allowances, tax rules and more. Or you might want to use our calculators, designed to give you practical help when planning your future. Whatever it is you need, we’ve got the tools to help you stay up-to-date and in control of your long-term investment goals.

Sustainability and steady long-term growth are at the heart of Aviva Investors' investment approach. Sustainable investing means putting environmental, social and governance (ESG) factors into their decisions, while also aiming for gains over the long term. But what does this look like in practice? It means fund managers look for companies that consider people and the planet.

This approach can help you to invest in line with your own values by offering funds that exclude things you may not like, such as tobacco or gambling companies. You can choose from a range of ESG funds – these consider climate and social impact as well as profit. By choosing Aviva Investors, you’ll benefit from an approach that aims to grow your money and support a better future for us all.

If you invest in our managed funds, they’ll be looked after by fund managers at Aviva Investors. They manage around £246bn of investments for millions of people worldwide. Every fund on our Experts’ Shortlist is hand-selected by them, too. These funds are chosen because our analysts at Aviva Investors believe they’ll perform best when it comes to long-term returns.

So wherever you’re at in your journey, you can start investing with us today.