The name of the company upon its formation in May 2000 was CGNU plc and was created when Norwich Union merged with insurer CGU.

The Norwich Union brand was retained for the UK long-term savings and general insurance business.

[18] The launch was supported by a £9 million advertising campaign to promote the rebranding (one of the most expensive ever in the insurance field), with the participation of celebrities including Bruce Willis and Alice Cooper.

[21] In September 2011, Aviva completed the sale of RAC plc breakdown recovery operation for £1.0 billion to The Carlyle Group.

[22] In February 2012, Aviva sold its occupational health business to the British support services company Capita.

[23][24] In July 2012, Aviva announced plans to sell or close 16 non core businesses in order to simplify its activities and boost shareholder returns.

[35] Also in March 2018 the company announced to spend around £600 million on so called "bolt on" acquisitions, that are in "Poland, Turkey, anywhere we have existing markets".

[37] Maurice Tulloch was appointed CEO in March 2019;[38] however, he stood down in July 2020 for family health reasons and was replaced by Amanda Blanc, who previously served as an Independent Non-Executive Director of the company.

[42] As part of the deal, Aviva agreed to indemnify Aéma against potential legal liabilities to Max-Hervé George.

[46] In April 2023, Aviva terminated its membership of the Confederation of British Industry in response to allegations made by former employees of sexual harassment and rape at the business group.

[50] In December 2024, Aviva agreed to acquire Direct Line Group for £3.7 billion,[51] nearly a month after its previous bid of £3.3bn was rejected.

[52] Aviva's main activities are the provision of general and life insurance, long term savings products and fund management services.

[57] On 9 October 2018, the Aviva Board announced Mark Wilson was to step down, remaining as part of the company until April 2019 though on garden leave; with Sir Adrian Montague assuming executive responsibilities in the interim whilst a replacement candidate is sought.

[58] Maurice Tulloch was appointed CEO in March 2019;[38] however, he stood down in July 2020 for family health reasons and was replaced by Amanda Blanc, who previously served as an Independent Non-Executive Director of the company.