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

[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.

[34] In March 2018, Aviva, controversially, announced that it "had the ability" to cancel its irredeemable preference shares at par.

[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.