Why are we the UK’s largest wealth provider?
This is based on the value of our assets under administration (AUA), which is essentially the total amount of money customers have invested with Aviva.
This includes workplace pensions, advised and direct investments, but it doesn’t cover:
- workplace unbundled and institutional business
- anything classed as legacy/heritage/with-profits
- annuities
- private client banking
You can find explanations for these assets below.
The types of products that we include or exclude are based on an agreed convention, used by similar companies. This allows comparison between companies of their core wealth business.
For the financial year 2024 Aviva’s AUA figure was £198 billion. You can see how that compares to other wealth providers in the table below.
Competitor AUA figures are taken from their financial reports for 2024. Data correct as 6th August 2025.
| Provider | AUA £billions | Source (Company reports) |
|---|---|---|
| Aviva | 198 | Aviva plc Results Announcement 2024 |
| Aberdeen | 153 | Abrdn plc Q4 2024: AUMA and flows trading update |
| Aegon | 115 | Aegon 2H24 results |
| Fidelity | --- | AUA figures available for Fidelity via The Platform Report (quarterly) – Fundscape
|
| Hargreaves Lansdown | --- | AUA figures available for Hargreaves Lansdown via The Platform Report (quarterly) – Fundscape
|
| LBG/S.wids | 170 | Lloyds Banking Group 2024 Results News Release
|
| M&G Wealth | 114 | M&G plc full year 2024 results |
| Quilter | 119 | Quilter Fourth Quarter 2024 Trading Statement |
| Schroders | 118 | Schroders Annual Results 2024 |
| SJP | 190 | St James’s Place – Full Year 2024 New Business Inflows and Funds Under Management Full_Year_2024_new_business_inflows_and_funds_under_management_update.pdf |
Definitions:
- Workplace pensions: Aviva workplace pension schemes provide retirement options for employees of businesses.
- Advised: Financial advice is personalised guidance provided by qualified professionals to help individuals and businesses make informed decisions about their finances.
- Direct investments: Our direct-to-customer offering. Investment products that customers can access and purchase without an intermediary (e.g. a financial advisor, broker or wealth manager).
Our exceptions
- Workplace unbundled: A workplace pension refers to a pension arranged through an employer. Unbundled describes how services are charged and structured. Workplace unbundled is when services are separated, one party provides administrations/platform services, while investment management is offered by a range of fund managers.
- Institutional business: These are investment or pension products sold to large organisations (institutions) rather than people who invest for themselves.
- Legacy/heritage: These refer to old blocks of customer policies or investments that were sold under historical product designs, pricing or regulations. They’re typically closed to new business.
- With-profits: A type of investment common in the UK. Customers investing in a with-profits product, for example through a pension policy, benefit from returns that are smoothed over time rather than reflecting immediate market ups and downs. For many products, with-profits is not available to new customers. However, for some existing pension schemes, new entrants to those schemes are still able to invest in with-profits.
- Annuities: A contract guaranteeing, for an agreed period or until death, a series of regular payments in return for a capital sum.
- Private client banking: Private banking consists of personalised financial services and products offered to the clients of a retail bank or other financial institution who have a high net worth.